From bubble to reach

Why your campaign truly succeeds only when you look beyond your own perspective.

Let’s be honest: when creating a campaign, it’s tempting to start from your own preferences, what you like, what appeals to your colleagues, the channels you yourselves use. It feels comfortable and straightforward.

But here’s the catch: you are (most likely) not your target audience. And if your campaign only reflects your preferences, you are missing out on opportunities. Big opportunities.

Wat levert het je op als je breder kijkt?

Door uit je bubbel te stappen, vergroot je je bereik. Letterlijk én figuurlijk. Want als je campagne alleen resoneert binnen je eigen kringetje, dan heb je misschien een mooie uiting, maar geen beweging. En daar draait het uiteindelijk om: Effect, resultaat, impact.

Imagine that your message not only resonates with your colleagues in your brainstorming session, but also with that mother in Almere, that freelancer in Heerlen and that student in Groningen. That is the power of truly connecting with your target group.

18 million ways of looking at things

The Netherlands has more than 18 million people, each with their own world. What you find logical or appealing may be completely irrelevant to someone else. Or simply not work. Think of:

• The 60-year-old in a village who watches the NOS Journaal every evening.
• The student in the city who gets his news from TikTok.
• The local resident who prefers to read the neighbourhood newspaper rather than spend time on Instagram.

Do you want your campaign to really hit home? Then you shouldn’t guess how they think, you need to know. And that means researching, listening and testing.

What will it cost you if you don’t?

Simply put: you’re missing the mark. And with it, your time, money and credibility. A campaign that doesn’t resonate won’t deliver results. And that’s a waste of your investment.

What do you gain if you do it right?

• Greater reach: your message reaches more people.
• Better results: because your campaign addresses real needs.
• Stronger brand: you show that you really understand people.
• More impact: your campaign does what it’s supposed to do.

How?

• Look beyond your own preferences. TikTok may not be for you, but it may be the perfect channel for your target audience.
• Check your assumptions. Base your choices on data, research and conversations, not on gut feeling.
• Show empathy. Show that you understand what it’s like to be in your target audience’s shoes.

It pays off!

The sooner you recognise that your own frame of reference is limited, the stronger your brand will become. Not because you’re putting yourself second, but because you’re putting your target audience’s world first. And believe us: it pays off.
Because the broader your perspective, the greater your impact.

We are happy to help you with an approach that suits your goals. Feel free to contact us for personal advice.