The proceeds of continuous market research
Posted: Sun Dec 22, 2024 10:36 am
In all sorts of aspects you will benefit from a clear direction. That direction should serve as a kind of backbone for the entire organization and that means that you can make choices on aspects such as:
Customers : a good example is the insurance market. Promovendum chooses to only offer insurance to higher educated people. They make a clear choice and that is expressed in choices for specific customers. And therefore also choices not to want certain customers.
Product development : Promovendum will likely start offering other insurances, as their customer portfolio looks very different from their competition.
Logo : a complex logo is perceived saudi arabia number phone differently than a sleek logo. Of course, your logo should not be changed just like that, but the choices you make about your brand positioning should be reflected in the logo. For example, IKEA should never use a complex logo with fancy letters, because that never fits with the choice that was made to be accessible and simple.
Photography : IKEA chooses everyone and therefore wants to show different photography of a diverse group of people, while a PhD candidate may want to use different images that resonate more with the higher educated target group.
Content : What kind of audience are you writing for? From which core values? If you know what your brand positioning is, you can adjust your content to that, but also how complex the language may be, and to what extent corporate slang may be present.
Marketing : it is (often) too expensive to want to approach the whole of the Netherlands, so you will have to make choices. These choices help you determine which channels you use, with which content you communicate and which conversion goals you want to use to bring in your target group.
In short, by doing good research, you are able to make sharp choices. Those sharp choices in turn provide a sharp brand positioning. And that sharp positioning in turn provides a hold for all people within the company, which gives colleagues more direction. Good luck!
Customers : a good example is the insurance market. Promovendum chooses to only offer insurance to higher educated people. They make a clear choice and that is expressed in choices for specific customers. And therefore also choices not to want certain customers.
Product development : Promovendum will likely start offering other insurances, as their customer portfolio looks very different from their competition.
Logo : a complex logo is perceived saudi arabia number phone differently than a sleek logo. Of course, your logo should not be changed just like that, but the choices you make about your brand positioning should be reflected in the logo. For example, IKEA should never use a complex logo with fancy letters, because that never fits with the choice that was made to be accessible and simple.
Photography : IKEA chooses everyone and therefore wants to show different photography of a diverse group of people, while a PhD candidate may want to use different images that resonate more with the higher educated target group.
Content : What kind of audience are you writing for? From which core values? If you know what your brand positioning is, you can adjust your content to that, but also how complex the language may be, and to what extent corporate slang may be present.
Marketing : it is (often) too expensive to want to approach the whole of the Netherlands, so you will have to make choices. These choices help you determine which channels you use, with which content you communicate and which conversion goals you want to use to bring in your target group.
In short, by doing good research, you are able to make sharp choices. Those sharp choices in turn provide a sharp brand positioning. And that sharp positioning in turn provides a hold for all people within the company, which gives colleagues more direction. Good luck!