Engaging With Your Audience - Why Early Feedback Matters
At Hangar12 we have a mantra called Consumer First. This means that we always strive to consider the consumer’s perspective first and foremost in everything we do. We’ve learned firsthand just how important it is to get feedback from the people who are actually using the product. It’s not just helpful, but absolutely necessary to involve consumers throughout the process of creating new packaging and marketing ideas.
Sometimes in our line of work, decision makers will factor in the brand team’s perspective and the agency’s perspective and make a decision without ever consulting the consumer. Unsurprisingly, the campaign doesn’t perform as expected and there ends up being plenty of blame to go around. Often this can be avoided by integrating a consumer feedback loop into the marketing planning process.
Why Customer Feedback Is Key
By talking to consumers early in the game, we can figure out exactly what they need, like, and don't like. This info helps us make packaging and marketing that resonate with the audience before we’ve launched a single advertisement, which reduces the risk of ineffective media spend. Most typically we can do this through Quantitative (surveys) or Qualitative (focus groups) research in cost effective, timely ways. But it requires sourcing the right consumer sample to ensure you’re talking to the people who move the sales needle.
Making Packaging Pop
Packaging is a big deal - it's often the first thing customers see. Early feedback tells us what catches their eye. Do they want an easy-to-reseal package? Can they easily read the info on the label? Do they know what the product is at a glance? This helps us design packaging that not only looks good but also sticks out at shelf based on the entire shelf set. Competitors often look similar and if we can differentiate, even by way of a unique color scheme, it can be a game changer for attracting first time buyers.
Creating Killer Marketing Ideas
Marketing is all about telling a story that hits people in the feels. By getting customers involved from the start, we can test out different ideas to see what sticks. This helps us fine-tune our strategies so that our campaigns are both creative and spot-on for our audience. But it’s important to note that even the best tested creative can perform in unexpected ways once it hits the market. Trying to go viral on social media intentionally is damn near impossible for a reason. Human beings have wildly different preferences, senses of humor, and motivations. This is where testing and iterating a few different highly rated concepts can drive above average return on investment.
Building a Loyal Following
When customers know their opinions matter, they're more likely to stick with us. By listening to them and using their feedback, we show that we care about their thoughts. This builds loyalty and keeps them coming back for more. Most often this is executed through community management on social media. Being quick to field complaints but also highlight positive reviews can go a long way.
In a Nutshell
Getting feedback from consumers early on is a total game-changer for any brand in the CPG world. It helps us create products and campaigns that truly resonate with our audience, foster loyalty, and succeed in the market. By putting consumers at the center of everything we do, we can ensure the brand resonates with the people who care about it most.
Topics Consumer First, Digital Marketing