A few months ago I was approached with a question from a client after they received great results from a customer feedback survey: How do we market this?
For my client, ADA Carbon Solutions, marketing can be a big challenge. They must reach a very unique audience within a very specific industry with a message that has an impact.
We know that their audience has a ton of pain points when it comes to picking a Powdered Activated Carbon supplier: cost, availability, supply, reliability, consistency of product, expertise, and finding someone to trust.
All of those individual pain points could be a potential message for marketing, but no single pain point is enough to completely describe the mentality of these buyers.
That’s why we go high level and we focus on emotion. There are many factors that play into these buying decisions, but at the end of the day these customers want peace of mind. ADA Carbon Solutions’ business hinges on ridding people of their worry.
After getting great feedback on their customer survey, we were armed with powerful data from respectable peers within the industry. We could now definitively say we were achieving the peace of mind mission, and that was the story we wanted to tell through marketing.
Data is complicated. It’s hard to read, and simple numbers don’t always tell the story. Furthermore, marketing messages really must be boiled down to their most simplistic form in today’s distracted world. What are you trying to say, and what is the quickest way to communicate that message?
That’s why I love infographics as a way of taking complicated stories and compiling them into a piece of marketing that paints the entire picture.
From this one set of data, we will be able to produce graphics, videos, digital ads, and more to support the overall mission of bringing peace of mind to customers.
Today we launched the first piece of this cross-platform campaign, and I was excited to share it with you. Enjoy!