Our philosophy is simple: A great process means nothing if you don’t know what you’re looking for or if you can’t turn all that insight into something inspiring and magical.
PHASE 1: Listen/Learn—Dare to find out what people think.
Bianca e Nero doesn’t have a set formula for information gathering—we employ a fluid discovery process that allows us to individualize our solutions for every client. Our sole mission is to learn everything we can, which includes everything about your target audience—where they live, work and play. We walk in their shoes for a while to figure out the best way to gather information. It might lead to focus groups, one-on-one interviews, reviewing existing research, surveys, or a combination of methods to better connect with your intended target audience. Getting to the information we need sometimes requires thinking low-tech rather than high-tech. Often we can gather intelligence by simply talking with the board members, management, staff, existing subscribers, potential subscribers, and even competitors. The goal here is to get to the truth.
PHASE 2: Think—Dare to tell the truth.
This is where we formulate our marketing strategy. It can be as simple (and as difficult) as reviewing the research findings and boiling them down to something unique to say. Okay, this is the hard part, because it is often extremely elusive. Somewhere in all the research and information gathering lives that one true nugget to which your organization may lay claim. Our goal is to find that truth and turn it into something powerful. The strategy should focus on drawing conclusions and be forward in its thinking. This strategy will become a launching pad for the “big idea.” No shortcuts should be taken.
PHASE 3: Create and Launch—Dare to create the most relevant, original story possible.
This is what it’s all about. This is our opportunity to bring to bear everything we’ve learned to date and carefully shape it into an idea that could redefine, refocus or even reinvent your organization. The right idea could make a huge impact. We need to keep our nerve, be strong and have the courage to pursue the unconventional idea. Your campaign shouldn’t look like anyone else’s in the category. This whole effort is about differentiating your organization from the pack and reaching new audiences. Be brave. This should be fun, in a sweaty palm sort of way.
PHASE 4: Evaluate—Dare to find out if we were right.
Are people moved by your new campaign? Are they engaging more? Seeing you differently? Has there been an increase in your bottom line? Have your website hits increased? Has your audience broadened? Let’s find out. Let’s measure the results against the goals established in our strategy. Let’s ask the tough questions. If it turns out, after evaluating the effectiveness of the marketing effort, we need to fix something, then by all means let’s fix it even if that means going back a few squares.