CoconutGroveArt Festival CGAF for short, was out client for over 3 years, it was a wonderful ride form winning the pitch and we were competingamongst14 agencies here in South Florida. One of the wonderful things in work with CGACF was the great customer insights and design they would give us before we would revise the creative every year. The research was insightful and very detailed, full of information we could use. They not only did VOA(Voice of the Customer) Research yet also CustomerConversations right there all three days as you exist, they would ask for 5 minutes of your time to get insights and the festival-goers did take the offer to stay and take the 1:1conversationsurvey. The guests that are in a rush filled out a comment card right then and there.
Developing this process of gathering more customer-centricity information, which is the ability of people in an organization to understand customers’ situations, perceptions, and expectations. Customer centricity demands that we are the agency really hon in that the customer is facing as a decision related to this festival compared to the othercompetitivefestivalshappeningonPresident’s Day Weekend. What we need to do and improve upon for delivering great creative that expresses the full experiences and to create customer satisfaction, loyalty, and advocacy. My only thought about the research was that it lacked the more in-depth conversation needed especially with the oh so valuable time the researcher had with the exiting festival-goer. I would have liked, thoughts feelings, and what they actually thought of our creativity in order to tell us more of what to do for next year. The research did tell us that we need to focus on the festival-goers and seeing them having the CGAF experience, we also divided the creative into segments you will. Intosomeonein the campaign that is enjoying the art, another enjoying the food, and then another the music, which encompasses the whole brand. Eachsegmenthaving its own party and fun and almost becomes part of CGAFwith the paint and textures being artistically shown in the creative. With the headlines “Find Your InnerArtist..that could change to the musician, Foodie and etc” and same with the next year’s creative concept “Calling All Art Lovers” (music lovers, Foodies, etc) to really draw the consumer into the creative AND almost take ownership of it. The insight from the research had hinted that younger demo needed to be aligned to the creative so make the creative and copy more engaging for this demographic.
Getting these results from the CCR to the VOAhelpedme and my team learn Muchmore from key insights that helped defend my creativity to target a younger demo because although they do not buy as much of the art they will grow into loyalty and always remember special times during the festival which is turning 56 this year!
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