the 8 answers we’re after
What do we want to happen?
Let’s be crystal clear about specific business objectives and success metrics.
Who are we talking to and what do we know about them?
Let’s push beyond demographics and really get inside the head of the target.
Where’s the white space?
Let’s analyze the market and the competition for meaningful, profitable openings.
How can we fill the white space like no one else?
Let’s express a powerful difference that fills the opening and creates emotional connection.
What activation maximizes our potential?
Let’s use data, rigor and creativity to intersect the consumer at peak consideration points.
Does the math work?
Let’s be certain the cost per conversion fits the brand’s economic reality and drives ROI.
How are we doing?
Let’s dashboard our program so we can monitor behavior, measure and attribute.
Where do we pivot?
Let’s optimize continuously and keep the program fluid based on what we’re learning.