• Tribal Knowledge Podcasting

The engagement value of knowing your customers


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It’s a lot easier to make assumptions about what your customers and prospects want than it is to take time to do research and collect data.


But doing prospect research is worth the effort, because it will often reveal surprising truths about your customers and prospects that directly contradict your assumptions.


For example, Marissa Ferraraccio, VP of Marketing at Anne Arundel Dermatology assumed that customers thought of a “medi derm spa” the way she did—as a place where (mostly) women go to spend hours relaxing and getting their skin worked on.


But when Ferraraccio and her team did a customer survey, what they found really shocked them: around 70% of customers said that they wanted a quick, in-and-out experience.


“They wanted their lunchtime Botox,” Ferraraccio says. “They wanted their mid-morning HydraFacial. They wanted things they were going to be able to tackle during a lunch break or in between meetings.”


In short, Ferraraccio learned something incredibly valuable: Anne Arundel patients wanted a great experience, but they wanted it in bite-sized chunks.


Armed with that knowledge, the marketing team changed their messaging and rearranged storefronts to communicate to patients that Anne Arundel offers a quick turnaround service.


The takeaway lesson? Get to know your customers and prospects. Doing so takes time and effort, and it may slow down the rollout of marketing campaigns. But not doing customer research and instead relying on gut feelings and assumptions raises the risk of ending up with marketing content that fails to speak to your customers’ actual needs and desires.