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CUSTOMER INSIGHTS

Do you know why some customers buy from you and others don't?

Upon posing this question to potential clients, we tend to get blank stares. But we don't mind. It's a question not a lot of our clients can answer at first. Because in order to know the answer, you have to know what your customer's perceptions and emotions are about your brand. You have to get that your brand is shaped by their impressions and that these impressions are often the difference between your business's success and failure. Lots of companies we meet rattle off quantitative stats when we ask the question. But what we have to remember is customers are human beings, and as human beings we respond to feelings, not 0s and 1s. And as humans, we rarely—if ever—make purely rational decisions. Think of your customers choosing brands the same way you choose your friends. You have to feel some sort of attraction when you first meet before you'll spend enough time with them to develop a real relationship. Remember, your customers are people, too.

CASE STUDY - Tulsa World

Newspapers across the globe were losing subscribers and advertisers at an alarming rate as consumers relied more and more on online sources for their news. Daily paper newspapers were seen as unnecessary by an exponentially increasing number of younger adults. All the data foretells an uncertain future for those in the newspaper business.

Situation
The Tulsa World, who had not conducted an advertising campaign outside its own medium in more than ten years, recognized the potential ramifications. While the situation was not nearly as dire as some other newspapers at the time, Tulsa World's numbers were still headed in the wrong direction.
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