Planning Initiatives: Part Three
Humans are very adept at discerning and measuring value. Any campaign or initiative that hopes to succeed needs to define a layer-cake of value carefully and strategically as to appeal to the broadest, most relevant audience during conversion process.
Going through the motions of developing a value proposition, identifying specific value drivers and becoming adept at deftly implying value within the message is very important. Also, value is not entirely a material concept, though grasping material value unique to specific audiences is important as well in order to maximize extracted benefit. This is often referred to as developing “calls to action.”
Understanding how to prime, set and subsequently manipulate the calculation of individual valuation is important to achieve success. Finally, it is very important to remember that value is a layered concept. Like an onion, many individual value formations will interact to shape expectation and action. Planning for this allows for outcomes to be manipulated using an innocuous but powerful too.
John Christopher Anderson is partner & CEO of Momenta Creative. With a leadership background at major media companies like AOL and National Geographic, Chris steers the vision of our company. His keen intellect and dedication to market research makes him an ideal project manager.