workshop - connecting the dots: how to use powerful insights to create engaging communications
TRANSCRIPT
Connecting the Dots: How to use powerful insights to
create engaging communications
INSIGHT
INSIGHTS
The challenge we must overcome
The truth holding us
back
The Connect The Dots Model
Brand Insight
Product Insight
Market Insight
Cultural Insight
Consumer Insight
Engagement Insight
The insights which guide us
The perception
going forward
The desired consumer perception we will create
The model employs three components:
Brand
Product
Market
Culture
Consumer
Engagement
“A problem well stated is a problem half-solved.” - Charles Franklin Kettering
Ask the right questions
Clear message 90%
Positive impression 81%
Improved understanding of consumer rights 84%
90,000 click-thrus to website
160,000 page views