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insights from Andrea Coville

This presentation consists of highlights from the interview with Moe Abdou,

founder & host of 33voices®.

Andrea CovilleAndrea “Andy” Coville is CEO of Brodeur Part-ners, one of the world’s top mid-sized commu-nications agencies. In a quest to bring more sci-ence and sensory -based insight to the creative process she developed and refined the concept of relevance, a strategic platform for helping organizations and their brands go beyond the “buzz” and link communications to behavioral change.For 25 years she has executed high-performing relevance campaigns for organizations in the business-to-business, consumer products and healthcare markets. Her agency’s extensive client roster has included the American Cancer Society, IBM, MasterCard, Corning, Phillips, RIM (Blackberry), Bio, Vertex, 3M and GE Plastics.

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1

Gauge the relevance of your brand by its practicality

and social applicability,but always make it personal.

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These four intangible components will help measure

your relevance barometer:

2

These four intangible components will help measure

your relevance barometer:Thinking -

Are you improving and/or simplifying the life of your customer?

2

These four intangible components will help measure

your relevance barometer:Sensory Appeal -

Does your product/service look and feel right to your customer?

2

These four intangible components will help measure

your relevance barometer:Community -

Does being associated with your product make me feel better about myself?

2

These four intangible components will help measure

your relevance barometer:Values -

Are your values in alignment with those of your preferred customer?

3

Refrain from making assumptions about the behavior of your consumer.

Look for a few signs that will signal your alignment with her needs:

3

Refrain from making assumptions about the behavior of your consumer.

Look for a few signs that will signal your alignment with her needs:

An upward trend in word-of-mouth behavior

3

Refrain from making assumptions about the behavior of your consumer.

Look for a few signs that will signal your alignment with her needs:

The social conversations validating your value

3

Refrain from making assumptions about the behavior of your consumer.

Look for a few signs that will signal your alignment with her needs:

A community or movement emerging

4

Deep insights about your customers are more important than great ideas.

make relevance an everyday initiative.

5

The dimensions of relevance are the combination of these three parts:

5

The dimensions of relevance are the combination of these three parts:

Content - Do all aspects of your message resonate with your customer?

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The dimensions of relevance are the combination of these three parts:

Context - Does your message resonate with the changing circumstances of your audience?

5

The dimensions of relevance are the combination of these three parts:

Context - Does your message resonate with the changing circumstances of your audience?

5

The dimensions of relevance are the combination of these three parts:

Contact - Are you humanizing and making your message personal?

6

At times, changing behavior can mean staying the same.

Don’t let the allure of attracting new customers

alienate your best customers.

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Make relevance an iterative process and you’ll never stop testing newer waysto identify and deliver your customer’s most aspired needs.

8

Narrow your focus to amplify your message.

Your customer is likely attracted to one or two attributes of your product;

acknowledge it.

9

Your company’s leading relevance indicator

is unique to your business.don’t let the direction of your competitors divert your focus.

10

The quickest route towards irrelevance is to stay the course.

test, learn and test again.

What are the leading indicators that determine your level of relevance?

REALLY REFLECT...

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