- Product or service features are tied to specific under-served functional jobs and outcomes that they address
- A link between what the customer is trying to get done and how they want to feel or be perceived as a result of getting a job done is effectively made
- The customers’ values, personality, and lifestyle are taken into account to understand their frame of reference when selecting solutions and executing the job
A great example of this type of communication comes from PNC. Their Virtual Wallet product was created to address unmet customer needs when managing money. They are targeting younger savers who do not think managing money is fun and have better things to do with their time. To compensate, they created messaging that is upbeat and straightforward, connects with their target audience’s lifestyle, and explains what jobs and outcomes they are helping customers satisfy.
To achieve your desired market position, your marcom team needs to formulate a communication plan by connecting the functional and emotional needs of the target audience. This includes making a number of decisions:
- What are the objectives of the planned campaign? What do you want to happen as a result of your marcom activities?
- What message are you trying to convey? What do you want your target audience to know?
- Which communication medium(s) best convey your message?
- At what points in the customer buying process do you want the message to be released?
Customer Buying Process
Figure out needs
Choose an option
Modify the choice
As a result, a detailed communication plan can be prepared that allows you to develop a winning winning market position that resonates with customers, align internal and external stakeholders on the value of a brand so that messaging is clear and consistent, and own a repeatable and sustainable process for developing focused and effective marketing campaigns.