Don’t Forget to WIFM
Let’s face it…we’re selfish and inpatient when it comes to marketing, especially my generation of millenials. We don’t always have time to read through every article or look at all the pretty ads unless there’s something in it for us. BTW, thank you for reading 🙂
WIFM or “What’s in it for me” is extremely important; imagine that your customer is asking it with every marketing piece you put out there. It’s even more critical for small businesses such as the Shaw’s Center and Campanelli Stadium who can easily get lost in the crowd.
But let’s back up for a second. You might have noticed in my earlier posts that I’ve changed from talking about the Brockton Rox to the Shaw’s Center and Campanelli stadium. The Brockton Rox is the baseball team, Campenelli stadium is where they play, and the Shaw’s Center is a 15,000 square-foot convention center attached to the stadium. This is a very unique situation for the business because they not only have to focus on the WIFM for their baseball fans, but also for event planners (both personal and professional).
After our cohort did some initial research about the business, we realized that their baseball side of business, “The Rox”, is actually well on its way to success. They are starting to get the WIFM right for their Rox customers. Where they need more strategy is on the event planning-side of their business…how to get more customers to rent out their two facilities. In many ways, the business is starting out from scratch with their marketing of these facilities. We’re doing a ton of research to better understand their target market and even identifying potential buyer personas to help them build out better content that’s more tailored to their audience and of course that answers the question: What’s in it for me?
By the way, we only have four more weeks left! We’ll be wrapping up the written portion of our project within the next two weeks and starting on creating the presentation. Yikes!
Andrea Lebron 