BSB

Boomer Strategy Audit

Key Fact

This is the one fact that will have the greatest influence on the communication effort. It might concern your company, your product or service, the audience, the competition, market conditions, or any other factor of great importance.

Boomer Segment(Who Are They / What Are Their Current Beliefs?)

Exactly whom are you trying to reach? The better you can define and visualize the target audiences, the better the chance you’ll connect with them in meaningful ways. So describe your prospects in meticulous detail, demographically, psychologically, socially and economically.

What Does The Brand Stand For?

What makes your product or service unique? Why should it be top-of-mind when people consider their needs and wants? Why should it command customer loyalty in an increasingly competitive and cluttered marketplace?

Competition

Who are you up against? Even if you don’t have direct competitors in your product category and believe that you own the market, there is always competition for available dollars. For example, Campbell’s soup owns over 90% of the “wet soup” market, yet it must compete with other quick, convenient foods that customers may choose instead of soup.

Problem The Communication Must Solve

This is the communication challenge as seen through your eyes. State your company’s problems directly and honestly, so you can openly address them and devise solutions to overcome them.

Communication Objective

Don’t just state the obvious like “We want to boost sales.” Who doesn’t? Instead, look at the communication process through your prospects’ eyes. Exactly how do you propose to serve their interests? Why should they pay any attention to what you have to say? What’s in it for them to consider buying whatever you’re selling, whether it’s a product, a service or an idea? Always keep in mind that if you’re not speaking directly to your customers’ needs, you’re talking to yourself.

What Single Benefit Should The Communication Promise?

What’s the strongest believable promise you can make that will motivate your prospects to seriously consider buying whatever you’re selling?

Why Should The Target Markets Believe The Promise?

What credible statements can you make to support your promise?

Other Considerations

Is there anything else that your communications must include or exclude.

The Boomer Strategy Audit is a proprietary tool that we use to help you to reassess your products and services in order to transform the way Boomers think, feel and behave in relation to them. The Audit gathers the most critical information in key categories and distills it all into a Big Idea that will help your brand carve out a bigger share of mind that will lead to a bigger share of market.

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