Monday, March 25, 2013

Brandeis Hall from the RAB brings up a good point when doing C.N.A.s that I will paraphrase here regarding a "stock answer to a basic CAN questions.

Many times in the needs analysis meeting, your prospect will say their priority is a need for more awareness.

Don't be fooled into thinking that this statement, at face value, is enough on which to build a campaign. It is too difficult to build anything solid around this vague and foggy notion. Rather, follow-up with targeted questions such as, "What kind of customer would you like to become more aware of you?" or "Who, typically, are the consumers who don't know about you?" or "What would you like these people to know about you?"

You can find more of Brandeis' helpful tips at www.rab.com