How to.. find and use insights in PR planning

In the latest of our practical guides to PR and digital marketing we offer some basic tips on using insights to help plan effective marcomms campaigns.  Finding useful and useable insights is a key factor in developing successful campaigns and is an essential part of the strategic planning process, so here’s how we do it.
What is an insight?
A statement based on a deep understanding of your target consumers’ attitudes and beliefs, which connects at an emotional level with your consumer, provoking a clear response. For example people might say ‘This brand understands me!’, or ‘That is exactly how I feel!’, even if they’ve never thought about it quite like that. When leveraged this has the power to change consumer behaviour.
Insights should affect a change in consumer behaviour that benefits your brand, leading to the achievement of the marketing objective. Exploit them by delivering a point of difference for your brand or a benefit (i.e. adding value).
Where to find insights
Insights can be gleaned from many sources both internally and externally, at no cost and from specialist companies for a fee.
Potential sources include:

  • Customer services
  • Focus groups
  • Mintel
  • TGI
  • Sales data
  • Sector trade press / reports
  • Customer demographics
  • Social technographics
  • Media packs
  • Google analytics
  • Facebook data
  • Blogs
  • Twitter
  • How to fully understand the audience (courtesy of Clare Briscall, Planning Director at integrated marketing agency Madhouse Associates):
    Key things to think about:

  • Niche the audience into smaller segments
  • Customer journey from search to consideration
  • Use all possible touch points with the customer
  • Look for decision making triggers
  • Understand past buying behaviour within your sector
  • Understand how the niche audience buys/behaves in other comparable sectors
  • Zeitgeist – look for things going on in their world that might affect consumer decisions
  • Competition messaging – what are other brands saying and doing? Is their a gap?
  • Competition interaction – how do others deliver their messages to the audience?
  • So good luck finding your insights and read the blog for future tips on how to action them or feel free to call us and ask of course!