What if you knew what they really, really want?
While not neglecting the value of consumer pre-tests and survey data, we use other methods to get a clear picture of real consumer interest, which will only surface when you are actually communicating with them. Pathfinder campaigns help you achieve your awareness goals, while also discovering hidden interest among secondary target groups.
We believe in the value of multi-purpose approaches, wherever possible, to deliver on multiple objectives. This reduces your overall marketing investments and enables you to get the best possible return on every single measure. As an integral part of your general campaigns, pathfinder campaigns create additional value, without adding to the costs.
How to effectively explore your German target groups’ interests
Getting the most out of your activities
Do you have plans for launching a big marketing campaign in Germany or the other German-speaking markets? In that case, you may want to consider running a pathfinder marketing campaign first, to gather the input you need for impact campaigns.
Multi-purpose and multi-target group pathfinder marketing campaigns
German Content Vienna Berlin specializes on pathfinder marketing campaigns. We encourage our clients to develop and test, via pathfinder marketing campaigns, a variety of use cases to explore their opportunities in the German markets.
This approach is particularly interesting to companies that have successfully developed products for niche consumer groups but would like to scale up their sales by entering the main market. Pathfinder marketing campaigns help to identify the most promising additional target groups.
The most important element: the “what if” questions
The beauty of an exploration campaign is that it is meant to trigger hidden desires. While your activities cater to the expectations of your known target groups, you will also try to identify other, hidden desires of different potential buyer groups that have not surfaced yet. Use your imagination and define all potential use cases you can think of. They will be added to your core campaign elements.
Awareness and insight
With the right project configuration, you can run an online marketing campaign, with offline elements, that helps you generate awareness, while at the same time enabling you to collect valuable data on real consumer interest and insight into the best messaging and channel approaches. You may also identify regional demand hot spots if you set up your campaign accordingly.
Pathfinder marketing campaigns will help you achieve your objectives in terms of awareness and positioning, while also maximizing the value of your data analysis and AI research services.
Five key success factors of pathfinder marketing campaigns:
Define the use cases consumers could be looking for
Combined marketing & research
Design the campaign to meet both marketing and consumer research objectives
The right metrics
Choose the metrics that will give you the insight you need for your impact campaigns
On- and offline elements
To understand underlying consumer interest you need to be as close as possible to them
Choose a messaging that triggers underlying consumer interest and establishes new SEO keywords