Marketers and their creative partners know there is no sure thing when it comes to marketing. They spend resources creating assets; producing images and messages hoping to drive success for their brands. No matter the category, competition is always fierce and consumers have become increasingly fickle when it comes to their brand preferences.

The pandemic has presented new challenges for marketers. With non-essential stores closed or closing, many retail brands have had to play catch up by creating or significantly increasing their digital presence as customers’ traditional shopping patterns adapt to this “new normal.”

Brands and creative agencies are constantly looking for ways to improve their odds of success in today’s evolving marketplace. Research can certainly play an important role in this quest. Successful campaigns start with the answers to three critical questions:

  • What do your customers really want and need?
  • Do your customers believe your product meets those wants and needs?
  • What do your customers need to see/hear to convince them that your product is the right choice?

Read Part 7 of the 8-part series and learn about Research… for a Creative Edge: Read Full Article >>

Author: Chris Hayes EVP, Brand Strategy