Data informs. Creativity inspires. But only when they share values

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Mar 28, 2024

by Rob L

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Let’s face it, you’re probably flooded with data. When everything has a metric, it’s easy to find yourself deep in the rabbit hole. That’s why so many marketers avoid making a decision without a key stat to justify it. But there’s a fundamental flaw in this thinking.

Data looks at what has been, it doesn’t account for what could be.

At 3rdspace, we believe in diving into data to look for themes and insights. We want to expose the underlying human truth. Because when an idea resonates with people, that’s when it’s powerful.

We look at data differently. Our search is for a factual or emotional insight. Something which will spark creative storytelling. Crucially, it has to help us understand the plight and values of our audience. We then mix creative intuition with crafted storytelling to build campaigns.

What we never do is take a single stat, slap on our client’s solution and call it communication.

Instead, 3rdspace looks deep behind the stat to find out what’s truly driving it. Then, instead of stacking on 3x product attributes and a brand message, we look for ways to make the customer the hero and your brand their guide.

It’s the secret to telling more relatable and authentic stories.

For your audience, it highlights how your brand truly understand them and will help them their journey. Then, and only then do we apply a story structures so the viewer doesn’t have to work too hard. Specifically:

  • Our hero faces a problem – your customer
  • They meet a knowledgeable guide – your brand
  • The guide gives them a plan and path to a solution – your product
  • Finally, the guide says how and where they can purchase – your call to action.

What’s the major mistake marketers make?

They lose focus on the product attributes which will help customers survive and/or thrive.

One technique we’ve used successfully is to dial up the plight of the customer. We highlight all the challenges they face and then use the brand as the guide out of the maze. The brand helps them save the day – but they customer is still the hero.

Or, if you’re marketing an FMCG product, you can surprise and delight your customers with unexpected stories. This is particularly effective as customers no longer simply buy based on product and price. Decision-making now includes ingredient sources, sustainably practices, packaging materials. 3rdspace have had huge success in telling powerful stories of the people who grow the produce behind the product.

Importantly, ours is a collaborative approach. We’re passionate about working with clients to change the way they think about campaigns. We’re experts are identifying golden sparks in data which reveal the customer’s real plight and can be built into an engaging solution.

After all, an engaged customer is more likely to change their attitude and their behaviour.

And that’s what build businesses.

If you’d like to know more, please reach out:

rob@3rdspace.com.au

0419 722 151

3rdspace acknowledges Traditional Owners of Country throughout Australia and recognises the continuing connection to lands, waters and communities. We pay our respect to Aboriginal and Torres Strait Islander cultures; and to Elders past and present.
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