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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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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:
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These four intangible components will help measure
your relevance barometer:Thinking -
Are you improving and/or simplifying the life of your customer?
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These four intangible components will help measure
your relevance barometer:Sensory Appeal -
Does your product/service look and feel right to your customer?
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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:
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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
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Deep insights about your customers are more important than great ideas.
make relevance an everyday initiative.
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The dimensions of relevance are the combination of these three parts:
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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?
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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?
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The dimensions of relevance are the combination of these three parts:
Contact - Are you humanizing and making your message personal?
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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.
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Narrow your focus to amplify your message.
Your customer is likely attracted to one or two attributes of your product;
acknowledge it.
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Your company’s leading relevance indicator
is unique to your business.don’t let the direction of your competitors divert your focus.
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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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