There is more to communicating with consumers than emotion – so why do advertisers keep selling themselves short on big ideas?
In the current climate, striking the right tone in consumer communications is more challenging than ever – so how can advertisers use data to ensure they get it right?
In 2013, marketers for the Big Bash League (BBL) cricket were gathered in their East Melbourne HQ, scratching their heads over a 20% contraction in attendance. By 2018, the BBL was in the top five most attended sporting leagues in the world – and data-informed communications had everything to with it.
Forethought founder Ken Roberts at Mumbrella’s MSIX conference
Marketers for Cricket Australia, BBL, were scrambling to find solutions. In its second season, the little sibling to national Australian test cricket was struggling to gain momentum with sports fans. “Should we raise the salary cap to attract more marquee players?” speculated one marketer, “How about dropping the price?” asked another, wincing at shrinking margins. The marketers for BBL were strategising based on their understanding of traditional rational and emotional drivers for cricket attendance. For test cricket attendance, national pride and star players have always been strong motivators: for sports marketers, this has historically translated to famous faces in ads.
When BBL approached Forethought founder Ken Roberts for assistance, he suspected that what was right for test cricket might not be right for BBL. Forethought’s job is quantifying the rational and emotional drivers of purchase habits so brands can make better decisions: with their creative briefs, their operational performance, and their advertising budgets.
Forethought guides brands in their communications and customer experience strategies, with evidence-based approaches that inform organisational growth and strategic management decisions.
