THE CAREGIVER:
Talk to us About Nurturing
The American Specialty Toy Retailers Association (ASTRA) has a bright, cheerful brand, matched by a bright, cheerful summer conference. They are in the toy business, and the toy business is about loving to see kids smile and nurturing play and learning. In fact, it’s a brand with a deep story about nurturing.
After our discovery session with ASTRA, we realized that their retail members fit the Caregiver archetype.
They are in business because they want to nurture. They nurture their love for what they do, and in turn, they nurture their own businesses—which is related to helping parents nurture their children. Using this Caregiver archetype, we were able to create a branded voice that spoke directly to ASTRA’s retail segment. We knew what kinds of stories to tell, what kind of tone to take, what kind of subject lines to write, what kind of graphics to create, and what kind of words to use. In telling the story of caregiver, we were telling the story of the conference in a way that resonated with members at a deeper level than merely logic. By doing this, we were able to help ASTRA get a 15 percent increase in enrollment for their event.
We hope you find these tips inspiring for your next conference, and until next time keep a look out for clue #39!
The Lone Marketer
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