…think about how you can make people’s lives better.
Last week, I went to a Contagious lecture called Brand as Interface. This means, in this cluttered world, where every brand is vying for a piece of your time, brands need to work harder to justify the time they want in peoples’ lives.
Like I mentioned in my previous post, to satisfy our client’s objectives we need to put the customer at the heart of the solution, creating a valuable exchange. How can we do this? Let me explain through an example:
The Red Tomato VIP Hungry Button, is a button you push and it automatically orders your desired pizza from Red Tomato, a pizza company in Dubai.
The objective was how can we get people ordering more pizza?
Rather than going to the old standby offer - buy one get one free, etc., they looked at the barriers to ordering a pizza. Instead of looking to gain more market share, they looked internally at their customer journey first, and realised there was a significant language barrier when people were calling to make their order. The realised that in Dubai, with people from so many different countries with many different accents, the typical call to order took something like 9-minutes. The barriers were too high to order pizza regularly.
Taking this insight, they created a button people register online with their mobile number and favourite order. Then when they're hungry for a pizza, all they have to do is push the button and within 30-minutes their pizza is delivered.
They distributed the button to their existing customers, passing out about 3,000 buttons, which resulted in around 97,000 requests for the button after hearing about it. This simple solution increased deliveries by 500% in only 4 weeks. And it only cost the business $9,000 to make!
A simple solution, with massive impact, because it provided meaningful value to their customers, while also meeting the business' objectives.
So next time we get a brief from a client to do a promotion pushing more product, get more people to do ‘X’, etc, lets take a step back and look at what’s preventing people from doing what the client wants them to do, and start thinking of the solution from here, looking for the desired outcomes first, in relation to the customer, and then devising the solution.
So, I challenge all of us, when we’re in the shower, cycling or walking into work, lets think about what we can create, on behalf of our clients, to make people’s lives better.