How to use your customers as your secret weapon.
Make their stories
your stories.
You may have an impressive array of products or offers, but if people aren’t inclined to listen to you talk about them you may never break through. How do you get people to listen? You give them the one thing they can’t get enough of: stories about themselves.
Leverage what you know.
Few people know your customers like you do. That’s a big advantage. Spectrum, for example, knew exactly how and why people used their products. Indoors. Outdoors. With family. With friends. To get smarter. To entertain kids. And so, with a little creative license, those were the stories we told. People saw themselves, so people paid attention.
Prove your value.
While every scenario featured people enjoying life in their own way, Spectrum’s internet, mobile, reliability and speed made it possible. So, relatable scenarios, based in customer truths enabled by Spectrum, became the strategic direction. Three years in, people’s readiness to watch themselves shows no signs of diminishing. Nor does the growth in overall revenue (4.9%), mobile revenue (115%) or mobile unit sales (109%).