“Cincinnati is one big small town.” I have heard multiple people express this to me this week as I have been exploring (among other things) the way information travels in the Cincinnati area. Lucky for me, the city is full of special events, from festivals to small gatherings. And, I am grateful to be able to be on-site and conducting research locally, which allows me to gleam better understandings and deeper insights than what I would find online or over the phone.
This month is dedicated, in part, to building a thorough understanding of target consumers, their needs, desires, current awareness and perceptions, communication channels, and more. This week I have been event hopping and leveraging current connections to the community to build an understanding of awareness, complimentary services, venues, competition, etc., in the area. Lucky for me, this weekend was a large convention designed specifically for one of my client’s targets, and I was able to speak directly with vendors to build further understanding of the competitive landscape, how competitors position and promote themselves, and how people in the area gather and share information about their special events.
I also stopped by a community event at which a band which my client has identified as a main competitor was performing. Observing the competitor first hand allowed me to better understand what they offer, how it differs from what my client delivers, and reflect on the potential competitive advantage a deeper understanding of its audience can bring my client. I am excited to be starting to see the web of how the venues, events, and other sources of information work together. This week I look further to continuing to conduct in depth interviews with individuals and couples in the area to reach a thorough understanding of the target which can be aligned down the road with my client’s deliverables.
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