The Blog

This is the science of slicing people – well – groups of people, into segments that can be isolated, measured, tracked, tested and solicited to. This sounds like a cold way to look at humanity. The good news in this is that you don’t need to feel manipulative to simply ensure that the people who want to buy your offerings receive your message in the most effective way possible. Customers consume your services and products for different reasons. They cover the entire range of human experience, from critical needs such as food and shelter, to wants such as comfort and entertainment, to aspirations such as enriching experiences and enlightenment.

An interesting place to start pondering where you can fit into this spectrum is by fitting what your organization delivers into Maslow’s Hierarchy of Needs. I wouldn’t expect that your offerings would be able to be represented in each of the levels of the hierarchy but it certainly can shine some light on what motivates your customers to use your services or products. (more…)

The Charlottesville-Albemarle Regional Airport (CHO) is a client that serves a wonderfully diverse group of people. In fact, the group is so diverse, we can divide it up into several smaller groups. That is exactly our approach to reaching their audience with an effective tailored message.

We know that everyone has different interests when selecting their ports of travel, different tolerances for convenience, different thresholds for timing and different sensitivities to service. Following the logo redesign, the marketing plan we created for FY 2009 addressed all of these by first addressing the groups that make up the group. (more…)

Our Creative Director, David Robinson will co-lead a Chamber of Commerce workshop on Tuesday March 24th called “Make Your Website Worth Visiting”. He will also be leading another workshop on Wednesday, April 15th from 9am to noon as well.

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