How can we build a user-oriented system or campaign?
This is a marketing article, but it also includes a love and breakup letter recommendation.
The ways of organizations that create new systems and campaigns to maximize their profits may not be user-oriented. Of course, the aim of a company is to maximize its profits, but the thing to consider when doing this is how the user will respond to these moves.
In CXL’s “User-centric approach marketing” course, I heard a quote on this subject that I really liked. It’s not interesting to talk about Amazon when it comes to user-focused marketing. In the meetings held on Amazon, they put an empty chair on the table and this chair represented the user. Whatever was discussed at the meeting, it was as if the user was there, and decisions were made to make him happy. Being happy means maximizing profit in the long run.
“In Amazon, they have an empty chair, and that empty chair is supposed to represent the customer. It’s a way of reminding everybody in the room that the customer’s opinion matters”
First you have to start inside the company.
It’s nice to build user-oriented studies, but you need to start from within the company first. You may have heard this often, the marketing side often disagrees with the finance and IT side. The fact that every move made in marketing is not measurable and not every step is causal are just a few of the reasons for this.
Let’s start with a classic idea that most people agree with but doesn’t implement in most companies. First of all, the whole team should come together for the roadmap drawn so that the user can go to the goal that the company wants, namely conversion. So even if not every part of the process is done together, all ideas should be taken together. So how can this be done?
Every campaign needs an idea. The funnel created after that idea should first start with the criticism of the company employees. The departments or people who will work on the planned plan must first be divided into several groups. Each group will work on a different stage of the campaign, and as a result of this work, the stages of the funnel will emerge.
You can also prepare a file for it. The following items should be included, in order:
Steps,
Tasks
Channels
The steps may vary depending on the purpose of the campaign. For example, if you want to organize an event, you need to plan from the pre-event to the post-event gains.
After your team members construct these steps by thinking like a user, the first steps emerge. Each group needs to make comments and additions to the other group’s steps from the other group. After the whole team approves all the steps with different perspectives, you can move on to the tasks that need to be done in order to perform these steps.
After the Tasks are sorted, you can configure what needs to be done for this task stage by filling in the Channels section. It is very important to make a gain from even the smallest possible piece here.
We set up the steps, so what will happen?
Even if you make the best plan in the world, everything may not go as you want when the campaign is activated. Because users may exploit a vulnerability in the system, or they may be uncomfortable with a part of the plan and not give you what you want. It may be better to do a test with users before activating the campaign.
Specifically, I learned a few methods from CXL’s course.
Top task analysis
You can make mini-polls to users. These surveys can offer new insights into how your campaigns should be headed. For example, top task analysis may be one of the most notable among them.
“First of all, you say pick the five elements that are most important to you. Then, in the second question, you then ask them to rank those ones to five.”
To see the thoughts of your customers or potential customers on the pros and cons of your brand, take the 5 core topics of your company and rate them. For example, if you stand out with your cheapness in your sector, ask about cheapness. 1 point is expensive, 5 points is very cheap. You can also give average values to the numbers in between.
Love letter and breakup letter
One of the most fun areas to measure users’ opinions is to personalize the brand. While our topic is about personalizing the brand, I want to give you another piece of information: If our brand was a celebrity one day, who would it be and why would it be great if you could ask them to think about it? Because these associations can lead to re-examining the brand, rethinking the brand, and in this context, the negative aspects of the brand can be revealed through the common points with the person associated with it.
Now back to the letter. It might be a good idea to ask your customers to write a love letter or a breakup letter to your brand. You can see how a customer feels about the brand with comments on how the brand creates a perception.
For example, suppose that the majority of your customers attending this event have written a parting letter to your brand. They stated that the issue that came up in these letters was that the brand introduced too many new products and did not develop their old products enough, and they want to leave you because you are not loyal.
The problem is simple. You should update your old products and not forget your existing products while opening to new markets. This is the conclusion from the parting letters.
So what can be in love letters? For example, the vast majority of love letters talk about your appearance and social responsibility activities you attend, and therefore include that they love you very much. You’ve seen the strengths of the brand. Your package designs, your logo and the social campaigns you support make you look stronger. This means that the work here will succeed in creating repeat customers.
Interesting topics like this
You can also do different interesting things from activities like love letter and breakup letter.
- You have been teleported to a room and this room belongs to our brand. What color is the wall, what is on the wall, what is the song playing in the background, is the furniture classic or more shabby, what do you see around you?
- We decided to publish the book of our brand and we are asking for your help. What if this brand was a book? What type would it be, what would it be on the front and back cover?
Five Second Test
“You show them the piece of marketing collateral for five seconds, then you take it away. And you ask the users that have been looking at the design what they remember.”
Another test method is the five second test, which I quoted from CXL above. This test is also very simple. You show your user your landing page for 5 seconds, and after 5 seconds you ask what’s on their mind. If it says something close to the message you want to give, it means that your page is a suitable page for your target audience.
I’ve mentioned about a few simple but effective tests that you can do before starting a campaign or for your brand perception. See you next week.
