Quick Tip: The 4 E’s of Benefits
When developing consumer driven benefit ideas, it is easiest to develop claims that fall into the categories of equity, efficacy, experience, and emotion.
Read MoreQuick Tip: Create a Partnership
A happy client and a happy moderator equals a productive partnership.
Read MoreQUICK TIP 100 Words or Less for a Marketing Positioning Concept
When writing a positioning concept, keep it less than 100 words. It will help keep you focused and single-minded.
Read MoreQUICK TIP: Your Consumer is King
In positioning concept development, it is critical that your concepts are driven by the wants and needs of your target audience. Don’t develop a product or service, then try to develop a concept to motivate your end user to buy/use it.Â
Read MoreQUICK TIP: Hybrid Research Can Augment Your Concept Development
Sometimes a “best of both worlds” strategy can give your concept development efforts a boost. Gain qualitative insight “locally” with in-person research and “nationally” using online
Read MoreQUICK TIP: “Wear Your Consumer Hat” when evaluating marketing concepts
Don’t forget your are also a “Consumer” in addition to your day job. So when you are evaluating the concepts you’ve written, put on that hat as an objective screen: Would I say that? Would I think that? Would I want that? Would I even consider purchasing that?
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