This means you get to save time and resources and pour them into the areas that will drive a spark. Whether you have your secret agent do the analysis for you, or you have someone in-house to wade through the intel, you can count on lowering your risk of investing in avenues that aren’t going to drive the results you’re after. What you get in return for your investment is data. And there are different types of secret agents to consider as well. Aside from all the great insights you could never get on your own, you’re also going to find out about places wherein your business and marketing efforts can grow.ĭepending on your budget, there is a ton of data you can collect and take back for analysis. The value of working with a secret agent doesn’t stop there. He delivered the goods, and it was up to them to pay attention and make alterations to their marketing strategy based on the cold hard truths. Would the SBIA have been able to find this all out on their own? No. Rather, the SBIA needed to focus more on the amount of businesses, their top-rated restaurants, their cafes and the huge concentration of artists living in the area that make the area such a fun place to visit. Telling them Strathcona boasted local businesses wasn’t going to make the cut. Their focus on ‘local’ was not, after all, what would draw people to Strathcona.Īnd while their businesses are, for the most part, local – the findings meant that the messaging and the outgoing communications needed to reflect what was more important to their audience. In fact, after inquiring with over 1000 people, they found that while a lot of people knew about Strathcona, very few felt familiar with it, and the main motivator that would drive people from their houses was… it was fun to discover new things like their top-rated restaurants. While the SBIA was confident that it was their focus on ‘local’ that set them apart from competing neighborhoods, the secret agent returned with different findings. Our sexy secret agent went rogue, talking to individuals from all over the Lower Mainland to find out exactly what people knew and were saying about Strathcona. Rather than going on marketing savvy and our whims, we invested in a secret agent. But better to know the truth now than later.Īs an example, we worked with the Strathcona Business Improvement Association (SBIA)on this year’s ‘Most Walkable Street 2021’ campaign. It can be difficult when something you were ‘so sure about’ is suddenly under question. In order to really understand the needs of your customers now and what is resonating between you and them, you have to trust and listen, egos aside. Secret Agents don’t lie, that’s what you pay them for. You, on the other hand, are ready to adapt to the evolving market. While being surprised by your secret agents’ findings may come along with some initial sting, look at it this way: it’s leverage time! Businesses that never challenge themselves and assume they know their market will eventually suffer the blow of remaining stagnant. However, you’d be surprised how often you’ll be challenged by the findings of your secret agent. You may think you know where your pitfalls lie, what your customers want, or even value, about your business. Your customers are bright – so leave it to your sexy secret agent to get to the truth. You’re in the business after all, so honest answers are trickier to draw. It’s tough to do that on your own without giving away your position. If, say, your secret agent is going to speak to your customers, or even the customers you’re trying to reach, they are better equipped to get honest answers without bias. Your sexy secret agent will help suss out exactly what the problem areas for your business are, and offer valuable insight in terms of what your next strategic move should be. Send in the spy and you’ll have those elusive answers you’ve been seeking – delivered in an explosive dossier (explosives optional). There are tons of business folk spending countless hours holed up in boardrooms, scratching their heads wondering why – oh why – they’re missing out on prime market share. When you invest in a secret agent (again, market research), you’re empowering yourself with a competitive edge.
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