Each trade fair had the cabinet of initial combinations ready, and as each client walked up to our booth, we handed them their personalized keychain. These branded keychains are heavier and sturdier than most, and they allow us to place the client’s initials on the spot as a welcome gift. We decided to create a personalized keychain at each event through our “Initials” program. Plus, they told little about our capabilities. While the branded keychain with just our logo would have been nice, we felt that many of them wouldn’t get used. We wanted to provide a gift to everyone (over 500 people attended), and we initially settled on a Cooley-branded keychain that costs about $1.75 each. We received numerous positive responses afterward, and it’s led to a number of opportunities as a result.Ī second example took place at our recent trade fairs. This solution showed off all three markets we wanted to promote… visibly, tangibly, and make it memorable. We elected to produce a custom box with a personalized letter inserted and a hat with the client’s name printed on the inside. The easy solution would’ve been to produce a generic hat and verbally explain these capabilities – but there’s no “aha!” in that. One was a branded hat campaign, where we wanted to show clients that we could do variable printing, custom packaging, and custom decorating. These took more time to produce and, quite honestly, cost more as well, but in the end, they made the impact we sought. So our Brand Consultants put their heads together and came up with two different campaigns that would get people talking. Would it have been easier and less expensive to produce postcards or brochures to mail or hand out? Of course! But every other company in our field does that. What shape could your campaign take that would deliver this “aha moment?” We thought about this ourselves, striving to create something for Cooley that was unforgettable and unique. Has that happened to you yet? If not, maybe this is the year. They’ll even get in touch to thank you personally. If you think of it in terms of marketing your own products and services, an “aha moment” can help you make a lasting impression on your customers.Īs you plan new marketing campaigns, imagine sending something so creative, so clever, and so unexpected that it sets a new bar. The term loosely means a sudden inspiration or insight. If you’ve gone through all the 3 steps successfully, you have an accurate list of Aha moment candidates.We can all thank Oprah for getting her oft-used phrase, “aha moment,” added to the Merriam-Webster Dictionary. Usability testing is also helpful for finding the pain points of users, which can harm their path to the Aha moments if they come before it. Take a note of the moments where they say stuff like “Now I understand”, “OH!”, “Aha!”, etc. Observe the user as they use their product for the first time and look out for changes in their emotions and the content of their comments. Usability Testing: conducting usability testing with a few numbers of users will be sufficient for you to get a grasp of the possible Aha moments. Not all users will be aware of experiencing their Aha moments, but the answers from the ones who do will be valuable. Send out a survey to your existing users and ask: “At what moment did you understand and embrace the value of our product?”. User Feedback: to collect feedback that can pinpoint to the Aha moment, you can just ask for it. But getting the data straight from a user is usually more precise.
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