On his Web site I found the following paragraph about the audience benefit. Is this the fundamental entity (value) we're trying to capture in social marketing?
"The Audience Benefit
Benefits exist in the mind of the audience, consumer or user. They are not tangible things, though tangible items can sometimes capture the essence of a benefit if carefully designed. Benefits tap into the underlying motivations of groups of people (or segments); they are not health, a cleaner environment, access to services or even money. For example, in our work with state children’s health insurance programs, the audience insight into the benefit for parents to enroll in SCHIPs was not access to care; it was peace-of-mind. It was being able to allow their child to fully participate in life like other kids without the parent’s nagging concern about ‘what happens if…?'"
This is brand value, so related to FE. The choice of FE is the decision about where we will keep our brand value. Coke keeps it in Coke. Johnson & Johnson keeps it in KY Jelly and Johnson's baby shampoo. The trick is to know where you are keeping your brand value, why, and how to keep it growing...
ReplyDeleteLet me see if I've got this. I work for a homeless shelter and we offer lots of services (transitional housing, workshops, rental assistance, etc.) but our main service - what we're known for - is emergency shelter. That's where we keep our brand value, right, because it's how people know our organization and the aspect to which they are most likely to donate?
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