The Rocket Newsletter

Decemeber 2008

Merry Christmas to you. 2008 has flown by. We've seen many developments this year and in our world we're pleased to finally see social media becoming a key element of online interaction. We believe the "band wagon" of Social Media is now being taken seriously by brands, even if the vast majority have yet to work out how best to get involved. Our crib sheet on this subject which we posted on the econsultancy blog is very enlightening. For December's Rocket we're continuing our brand engagement theme and moving from awareness to creating interest. Enjoy. 

The Customer Journey - Interest

Grab their attention: know what makes your target audience tick

After following Propellernet's first two step's of brand engagement the right people now know you exist and are aware of your product and services. The next challenge is to gain their interest. Ever experienced a conversation when you're talking to someone and their eyes are looking behind you or darting off to the side? We quite quickly form the opinion that this person is not interested. Most dis-interested people in a face to face situation will demonstrate some good manners and politeness and then find the right time to change the subject or walk away. Of course, there are no manners online. If you cannot gain interest instantly, they're off!

This is why it is extremely important to gain an in-depth understanding of your target audience...actually take an interest in them. Specifically, try to gain an insight into their values, motivation and behaviour.

What do we mean by these terms and why do we need to know about them?

  • Values: These are what people live for and are the most important things in their life. Extreme? Possibly. But without getting too deep and meaningful, values guide our decisions in life. Ever seen the arrival of a first child completely change a new father's behaviour. If he's your customer, you need to be tuned in to his values.
  • Motivation: Without diving into Maslow's hierarchy of needs, the motivation to do something is driven by the need to fulfil your values. Take the new father again. He's not being unsociable by not attending the after work drinks; he wants to spend time with his child and his partner. His motivation has changed.
  • Behaviour: The poor father... he no longer spends his money on drink and taxis to get him home because he's missed the last train or bus. He's spending time with his partner looking at baby clothes, and toys. And probably feeling healthier...so he's also looking at ways to get fitter.

This whole process applies to absolutely everyone (not fatherhood... the values, motivation and behaviour thing). So, if you're providing furniture, clothing, holidays, recruitment, cars...whatever; it is really worthwhile exercise to truly understand what makes the people you're trying to interact with tick.

Pay attention customer - I'm talking to YOU!

Now gain their interest. Demonstrate that you are interested in them.  Show you have taken the time to understand them by providing meaningful information which is important to them and has a "value".
Timing is also key; be there at the right time to tap into your target market's behaviour. The arrival of mobile devices that finally provide a high quality web user experience means people's internet access behaviour will be changing even more. You need to be aware of how this can affect your market.

The killer example - brand owners take note

How about that new father? He's trying, unsuccessfully, to get his baby to sleep in the early hours of the morning. He's multi tasking and has his mobile to hand; he finds a great set of tips on a blog, widget or even a YouTube video. To his amazement these tips work! Sleeping baby and sleeping father. How interested would he be about the brand that provided this information? We're guessing he'd think pretty favourably about them. Anyone from Mothercare reading?

The next phase is "consideration" and looking at how people weigh up their options before they commit. We'd all like to think we follow a logical decision making process, but research shows we don't!

Next: Read the consideration stage.

If you found this article of value, then subscribe to the Rocket newsletter, as over the next 5 months we'll have discussed all stages of our engagement strategy. Of course, if you can't wait this long you can always contact us at  rocket@propellernet.co.uk or call 0845 601 9595

Best regards,

Client Corner -The 2008 Review

Ignoring the economic downturn, we thought we'd offer an alternative bullet point review of 2008.

  • January - Snow falls in Baghdad for the first time in a century.
  • February - Toshiba stop production of HD DVD... handing the title to Blue Ray. Surely Apple TV and digital downloading is the way to go?!
  • March - Viet Nam ban the private ownership of pet hamsters. It's true!
  • April - The first Korean Astronaut, Yi So Yeon goes into space...and the Olympic Torch goes out...several times.
  • May - MUFC beat Chelsea in the UEFA Champions League Final in a penalty shoot. Loads of footballers start crying...for various reasons.
  • June - McDonalds in the US stops serving tomatoes in its burgers...due to salmonella. Icann relaxes the rules on top level domain names.
  • July - Google and Viacom kick off ref video viewing on YouTube. Beijing closes down factories and restricts traffic to reduce the smog in the city.
  • August - The Olympics opens and closes in spectacular fashion. Great Britain finish 4th. Get In!
  • September - Rwanda becomes the first nation where women outnumber men in Parliament.
  • October - Rushden Reprobates win the World Conker Championship.
  • November - Fabio Capello completes his first year as England manager....and a very welcome Barrack Obama is elected President of USA
  • December - X Factor, Strictly Come Dancing and I'm a Celebrity Get Me Out of Here all reach their climax and are finished. Hallelujah!
Kris Kringle

Staff Profile

Name: Kris Kringle
Role: Bringer of Good Tidings

Why Propellernet?
I think the boys and girls at Propellernet have been really good this year and have behaved themselves impeccably. Although there are still a few weeks to go they should, all being well, get what they deserve in their stockings!

Interesting Fact:
I don't like sherry and mince pies! My reindeers can't stand carrots either! Please leave something a little more palatable by the fireplace this year...real ale and a curry would be nice and some chocolate for Rudolph and his friends.

 

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