December 2014 - c3centricity | c3centricity

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15 of the Most Actionable Marketing Quotes for Inspiration. Our Year-end Gift to You!

Quotes are fun. Quotes are useful. We all love them, don’t we? They also inspire marketers and businesses alike to achieve greater things. Added to the beginning or the end, or in fact anywhere in a report or presentation, quotes are the special inspiration that is often needed to drive action.

Here, as every year, are C³Centricity’s favourite quotes with ideas on how to action them and make them a part of your 2015 objectives. Enjoy!

1. “Creativity is intelligence having fun” Albert Einstein (>>Tweet this<<)

With the global sharing of thoughts and ideas thanks to the internet and social media, creativity has become a much sought-after skill. However, the more you try to be creative, the less it seems to happen. So instead of making it an objective in and of itself, aim to have fun and your creativity will flow naturally, without effort.

2.  “If you are an artist, learn science. If you are a scientist, cultivate art” Karin Timpone (>>Tweet this<<)

This quote highlights the much needed skills of today’s marketers. They must use both sides of their brains and to develop their talents in both analysis and creativity. Which do you need to exercise more in the coming year?

3. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel” Maya Angelo (>>Tweet this<<)

Everyone seems to be talking about emotions these days and yet marketers often struggle to walk the walk of emotional connection with their customers. Review your own plans and see if you can incorporate additional ways to resonate more emotionally with your customers.

4. “A br and is no longer what we tell the consumer it is — it is what consumers tell each other it is” Scott Cook (>>Tweet this<<)

Another quote that highlights the importance of both deep customer underst anding and the use of social media today. Do you know what customers are saying about your br and? Do you observe these conversations and join them with relevant information and ideas, or are you still trying to sell?

5. “If you’re not failing now and again, it’s a sign you’re not doing anything innovative” Woody Allen (>>Tweet this<<)

We all seem to do everything possible to avoid failure and yet failing is the sign that you are going outside your comfort zone and are trying new things. If you’re not failing occasionally then you are not trying hard enough to change. When was the last time YOU failed?

6. “The cost of being wrong is less than the cost of doing nothing” Seth Godin (>>Tweet this<<)

This quote also highlights the importance of failing and reminds us that it is better to fail and correct than to continue in a state of business as usual. This also reminds me of the importance of customer complaints. Whilst some might do everything to avoid them, the modern marketer knows that customer complaints are a gift to help improve their business. Do you welcome or resist customers who complain?

7. “Don’t tell me how good you make it; tell me how good it makes me when I use it” Leo Burnett (>>Tweet this<<)

Customer centricity is all about thinking customer first in everything we do. Is your website content filled with information your customers will find useful or is it all about you?

8. “I’d rather spend money on things that improve the customer experience than on marketing” Tony Hsieh (>>Tweet this<<)

OK I know this one might be hard for a marketer to accept, but in fact this should be the mantra of marketers, not just a CEO. Marketing should be about making our customers’ lives better. (>>Tweet this<<)

9. “To know your Enemy, you must become your Enemy” Sun Tzu (>>Tweet this<<)

Although this is a quote that was originally about war, it is also very relevant for marketing. If you are not regularly walking in your customers’ shoes then you don’t really know them.

10. “We must move from numbers keeping score to numbers that drive better actions” David Walmsley (>>Tweet this<<)

Big Data has become a hot topic for marketers in the last few years and many still struggle to feel at ease with numbers. This quote reminds us that working with data is just a way to get our job done better. If you are only using it only for keeping score then you are missing a valuable asset to your marketing efforts.

11. “Innovation should be massively disruptive now – today” Kirk Perry, Google (>>Tweet this<<)

Customers today are extremely dem anding and innovation has become vital to the success of a br and. Customers no longer stay surprised and delighted for long, so if you are not innovating you are or will shortly start to decline.

12. “If everything seems under control, you’re just not going fast enough” Mario Andretti (>>Tweet this<<)

Yet another reminder that the pace of business if getting faster and faster. Moving forward automatically brings a feeling of being just a little unstable, but that shows you are not happy with the status quo and are pushing forward – great!

13. “Don’t judge each day by the harvest you reap, but by the seeds you plant” Robert Louis Stevenson (>>Tweet this<<)

If a business is satisfied with current results and not thinking about the future then it is heading for disaster. This is of particular importance to those working in B2B, where every day needs to include both client service and client search. (>>Tweet this<<)

14. “Every br and isn’t for everybody, and everybody isn’t for every br and” Liz Lange (>>Tweet this<<)

Are you trying to satisfy everyone? It’s impossible. Segmentation and targeting is the only way for a business or br and to be successful. It is hard to ignore some customers, but doing it will ensure you totally satisfy the ones you have decided to target.

15. “Stop selling. Start helping” Zig Ziglar (>>Tweet this<<)

As already mentioned marketing is not about convincing people to buy, but explaining to them why they should want to consider doing so. If you are helpful and have a product or service designed to meet or surpass their needs, then the sales will come without much selling.

These are C³Centricity’s favourite marketing quotes of the year. Do you have a favourite that is not included in our list? Then please let us know by adding a comment below; it will get added to our large Library of quotes on our website and might be added to our next book in development on Winning Actionable Insights.

If you would like help in improving your insight development or marketing processes then please contact us today for an informal chat about your needs. We would love to support you in 2015.

C³Centricity used an image from Dreamstime in this post.

What the Best Insight Developers in the Business Know and You Don’t

Insights are essential to business success and have become the holy grail of marketing in particular over the past ten years or so. Many clients ask me to help them to review their process or to develop a proprietary new one when they are dissatisfied with their current performance. In working on these projects, I have found a number of reasons why some organisations struggle to develop insights whilst others are more successful. Which are you?

Before going into the details of their success, let me start by explaining what I mean by an insight, so that we all agree what we are talking about.

Wikipedia has two definitions of insight; the one I prefer is:

“Insight is the act or result of apprehending the inner nature of things or of seeing intuitively”

Their other definition is:

“Insight is the underst anding of a specific cause and effect in a specific context”

Having worked with many leading businesses in numerous different industries, the second one appears to be the definition that is often used, but it misses an essential element, that of the ‘Inner nature” of things, which in my opinion is primordial. Therefore I would like to also add my own to clarify what I mean and which I believe will be more useful for business and marketing:

“An insight is a statement based upon a human truth that when actioned has the power to change behaviour” (>>Tweet this<<)

This definition has the advantage of speaking about an insight being based on a human truth, the inner nature of things included in Wikipedia’s first definition. This means that it is not applicable to only one category or country, but to the whole world in most cases.

Hopefully your own definition is similar to this one. If not, then please let me know what the differences are. Assuming that mine is at least acceptable for now, let’s review what the best of the best in insight development do differently to more successfully develop them.

1. They underst and that insights drive a successful business

Business success is what all organisations are aiming to achieve. It takes deep underst anding of the market in which one is competing. That is why you need insight, otherwise you are just left with the job of selling something which your customers may or may not want.  As Peter Drucker is quoted as saying:

“The aim of marketing is to know and underst and the customer so well the product or service fits him and sells itself” (>>and%20the%20customer%20so%20well%20the%20product%20or%20service%20fits%20him%20%26%20sells%20itself%22%20[tweetlink]%20%23quote” target=”_blank” rel=”nofollow”>Tweet this<<)

 2. They know that insight isn’t just another word for market research

Over my career I have heard several executives and C-Suite members refer to insight as “the new name for market research”. No it’s not. Market research is not insight and insight development isn’t market research. However, market research findings ARE often one of the sources of information that are used for insight development. ONE of them.

3. They don’t think a fact is an insight

Those who tend to struggle with insight development often see facts as insights. Perhaps they are impatient to get to the action or are confused with what an insight is? Data and information are the foundations of insight, but it takes their integration and a whole lot more work to get to an insight.

4. They don’t expect an insight to come from a single piece of market research

Although I have known some clients who have gotten to an insight following a single piece of research, it usually happens when the work has been conducted to fill a knowledge gap. This is a powerful step in insight development and highlights the need to spend time getting to it, rather than rushing the process.

5. They know that insight development is easier in a diverse team

Insight development is often left to the market research and /or marketing departments to run. However, since insights are based on human truths, having different points of view of the information gathered, speeds up knowledge and underst anding of the situation. This then sets the scene for the development of an insight.

6. They underst and that an insight is developed from multiple sources of data and information

As previously mentioned, to fully underst and the customer,  information on all aspects of their behaviour and perceptions from multiple sources must be used. This is why the team appraoch works best, with each member bringing a part of the puzzle.

7. They underst and that an insight comes from deep customer underst anding

The most actionable insights come from a complete underst anding of both the target customers and the market in which the br and is competing. In addition, I encourage clients to add observation and participation in experiencing the br and from the customer’s perspective.

8. They walk in their customers shoes every day

Whilst observation and participation are recommended when developing insight, they are great habits to adopt every day. Keeping close to your customers is the best way to underst and, satisfy and hopefully surprise and delight them too. It also makes insight development easier and faster when needed.

9. They know an insight is obvious when discovered

It is that infamous “Ahah” moment often described at the end of the process. Until then, someone in the team will always have something to add or change, or will not totally underst and it. When it resonates with everyone, then you have found a “human truth” that your customers will intuitively relate to.

10. Whilst developed for one category an insight can often be applied to others

In closing I would like to share some examples of insights that have been used across categories, sometimes within one company and sometimes across competitors.

Insight: Young women want to be appreciated for who they are i.e. not exceptionally beautiful models, but healthy  and happy individuals

  • L’Oreal’s campaign “Because I’m worth it” was one of the first to recognise this opportunity. The slogan was first used in 1973 during the rise of feminism and recognised that women wanted permission to treat themselves, even if just to a slightly higher priced shampoo. It remains as powerful today as it ever was and an estimated 80% of women recognise and respond to it positively.
  • Unilever’s Dove took this insight to a whole new level in 2004. Their famous Real Beauty campaign resonated so well with young women that many other br ands copied it, especially their Evolution film. Here is one of their more recent ads from a couple of years ago, that I’m sure will give you goosebumps, even if you have already seen it.
  • The Swiss Supermarket chain Migros has a store br and “I am” which uses the same insight across all their health and beauty products. Somewhat unusually, the br and name itself is based upon the same insight, and its advertising repeats it several times: I am – what I am.

Insight: Parents want to protect their children so that they grow up happy and healthy

  • Unilever’s Omo shows that a good mother lets her child experiment and learn – even if this means getting dirty. If you don’t know their advertising, then check out one of their latest from this long-running campaign: Unilever Omo “Dirt is Good” ad on YouTube

I hope these examples inspire you to review both your own insight process as well as how you action them. Look at what others are doing, especially in their communications and try to guess the insight behind them – this also makes a great team-building exercise. Then review whether or not it is transferrable to your own category.

Do you have some of your own insight examples to share? Then please do add a comment below. The best may be chosen to be included in my next book on Insight (>>Tweet this<<). And if you are still struggling with insight development and would like some help, then give us a call for a short discussion of your needs – no strings attached! We also have a one-day training that will quickly bring your team up to speed.

C³Centricity used an image from Dreamstime in this post.

 

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