It has been a crazy year to say the least and, in the words of the infamous Grateful Dead, “What a long strange trip it’s been”. In an effort to keep a pulse on the ever-changing world around us, it’s important to check your consumer/customer insights. Are they still relevant? Many are, but some may have taken a left turn somewhere along the way. There are many ways to gather and confirm insights.
Sometimes it’s easy to discount the need to do research for a client assignment. Often, both client and agency teams feel they have a good understanding of the product benefits. Or, the creative team may cringe at the thought of their ideas being tested. But ask the question … are you sure you truly understand the customer’s perception or what may best resonate?
At Pipitone Group (Pipitone), it has become tradition for us to accompany a group of our building products clients to the annual American Institute of Architects (AIA) Conference on Architecture where we celebrate their marketing efforts at the Architectural Record Advertising Excellence Awards Breakfast.
COVID-19 has challenged marketers to find new ways to connect with their audiences and create meaningful interactions. Over the past few weeks, Pipitone Group and our clients have been hard at work solving problems and answering critical, urgent marketing questions, such as: