Woodruff Presents at Pet Food Forum 2017
Customer Insight + Your Company’s Experts = Breakthrough Marketing
Matching customer insights with a company’s experts for breakthrough marketing isn’t as hard as it seems. Woodruff Sweitzer’s Scott Kington, executive vice president, strategic planning and brand development and Andrew Grinch, director of content, presented a step-by-step playbook at Pet Food Forum 2017. The program helped conference attendees apply an unique marketing approach that differentiates a business for greater relevancy, which then achieves greater results with customers.
The playbook includes a four-step “listen-to-win” approach based on pulling out data that sets marketers on the right path to discovering unique insights.
4 Step Approach – Listen to Win
- Mine – find the information
- Refine – sort it out
- Match – insights with company experts
Create – breakthrough marketing
Mining to Find the Insight
Within the four-step approach, there are five places to start mining for customer insights and many of them are right at a marketer’s fingertips. Information alone is not an insight. Kington and Grinch created a custom filter to more easily arrive at an actionable insight and create breakthrough marketing.
Five places to look for information when mining for what customers are saying.
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