We certainly are at a point in the marketing age where options the kingship has shifted from the vendor to the consumer. Given to an array of choices the consumer has the whole space of marketing looks saturated and very hard to penetrate. It’s a classic example of too many electrons hovering around a concentrated positive nucleus.
The point of the case remains, who finally gets to penetrate. We at Dignitas Digital have designed a process or more of an algorithm that first acts as the exposition to the design map of the consumer’s need. This undoubtedly is hugely inspired by Hatch Bloom’s approach to solve the free health and food consumption rate in Denmark.
We briefly will be discussing the case and how Hatch bloom approached to solve the business problem and how we have added our spice to it and tweaked the algorithm to suit marketing agencies.
Case: A scheme provides free health care and food to Danish grey citizens that is people who are 45 and above.
Facts and Boundary conditions to keep in mind:
- Grey population constitutes nearly 56% of the Danish population.
- Despite the free provision of food of health care only 18% people regularly sign up for these schemes and its benefits on a
- Of the 18% only 7% are the people who order meals on a bi-weekly basis.
Problem: The sign-up rate
Expected solution: The sign up rate for this scheme increases.
Hatch bloom’s approach: Journey mapping
A brief about journey mapping:
- As an analytics agency one tries to map a consumer’s routines in the most detailed manner.
- Tabulate the data observed, cleaning data and performing general analytics algorithms on it.
- Noting down all the irregularities in the data flow and further exploring it on the microscopic level.
- Then solving the irregularities with behavioral economics driven ideas.
How did hatch bloom do it?
- They mapped the journey of the sample population they had taken for the observation.
- They found the following observations that demanded a quick creative repair.
- Not signing up for the scheme was more of a pride issue for the consumer, possible reasons can be that they don’t want to be perceived as lonely and needy in the society.
- The menu of the free food and the delivery style was more suited to describe a free food scheme for the jail inmates. (For example: The menu read Mashed potatoes with bread, would you ever eat that In the name of free food? You wouldn’t you’d rather find alternatives )
- Hatch bloom’s solution: They gave a quick and easy make over to the whole scheme and renamed it as the “Good Kitchen”. Following were the changes:
- The whole process now was run adhering to the idea of people ordering food from a local restaurant kitchen that people trust.
- It’s like your elder brother/sister cooking for you.
- The menu items and their presentation were heavily tweaked.
- The delivery man now knew who he was delivering to and also knew about his consumers’ likes and dislikes (Wouldn’t you prefer a delivery man who also compliments and reflects on choices than just food delivery?)
These points were of course just to give you a brief idea about how they did it, needless to say to run the entire program they had to make many more tweaks, but you get a broad idea of what is journey mapping and how we can plant our solution seeds into the absolute pain point.
Oh well, the Danish government noticed a 500% increase in the sign up number.
DD-pro tip: How can you infuse this strategy into converting more clients?
Challenges you will face:
- You will not have a close and intimate observatory stretch with your prospect leads.
- There will be little or no data to analyze(Classic case of a cold start
Here is the DD-mantra to solve these problems
- Practice writing drafts of mails your prospect lead would write telling his bosses about his agency meetings, this would expose fairly accurately what he wants.
- Even if you don’t hit the absolute correct need, you still be in a better position and you’ll be able to zero down the pain points when you’re done talking to them or meeting them.
- Based on these expositions you can fill the gaps with your unique solution.