It is possible to change perceptions and consumer behaviour, it’s just not that easy. The phenomenal #Thisgirlcan campaign from Sport England is proud and it should be.
The campaign was successful in so many ways but mainly because they knew what they wanted to achieve. They had a research-backed goal, so they knew what it would look like when they achieved it…
How do you know you’ve succeeded if you don’t know what you’re doing and why you’re doing it in the first place?! It all comes down to… all together now: objectives…
My key tips on changing perception are back to basics, but think about it:
- Find your objective – What are you trying to achieve and how will you know when you’ve got there?
- Integrate your communications – Tell everyone – but I mean everyone. PR supports your social media, supports your e-marketing, supports your website… find ambassadors.
- Commit – you need to commit to the campaign to make it happen. No half-hearted damp squibs here… you either do it or you don’t.
Changing perception and behaviour, whether in the world of consumer law, pay day loans… or engaging parents with the concept of Free Schools, is not easy.
You need to break it down; do your research and find your basis, know what the endgame looks like and then commit to getting there.