We’ve been invited back to South America, to bring some w2fm thinking to a series of ‘insight and messaging’ training sessions, and it got us thinking about the importance of being relevant to your audience.
It’s one thing to talk about relevance, but how do you work out exactly what relevance is? How will you know when you’ve found it? And what language will it be in?
As usual, we didn’t waste any time trying to come up with the answers ourselves – we just asked all of the really smart marketing, planning, creative and strategic people we knew how they go about discovering relevance.
Although the channels and techniques and methods varied (online listening posts; eavesdropping at conferences; buying a front-line sales guy a cup of coffee), all roads kept coming back to the audience, and a devastatingly simple process:
Step 1: Find them
Step 2: Listen
So we’ve collected the wisdom and put it in a framework that allows us to continue the ‘magpie approach’ of adding new twigs of information and ideas as we find them, continually building up a collection of tools and approaches to discovering relevance.
The result is The Relevance Engine and we unveiled the idea at a 2-day session in Sao Paulo, which revealed a whole bunch more “twigs” from the get-go. There was a feeling that our friends in Brasil already had access to a lot of customer insight and were ready to start combining their sources. We hit upon the idea of having a “hunch” and using the engine to collect the data to either support the hunch with facts, or find an entirely new customer insight.
We’d also like it to be noted that the Paulistas are amongst the world’s most generous hosts – catering wise. It’s so much easier to facilitate a workshop wen everyone is fed and watered, so a huge thankyou goes out to the Brasil team on this score.
Already, we can see that rather than try to continually ‘develop’ and ‘refine’ The Relevance Engine as we go along, it seems more natural to allow local teams to ‘tune’ it to their local needs. Unsurprisingly, The Relevance Engine works best when it is allowed to become more relevant to the audience that is using it.
We have a couple more stops at Buenos Aires and Mexico City over the coming days, so we’ll write a little more about the engine plays out in these markets but, in the meantime, I’d like to ask you to help with some virtual performance tuning too:
“What’s your fail-safe method for discovering what is truly relevant to your audience?”