We hear a lot about voice of customer in marketing. But we don’t hear a lot about “feeling of customer”. Kris Barnette joins me on this episode to describe two campaigns he worked on at Thermo Fisher. One was a phenomenal success. The other was never rolled out.
Both campaigns were intended to create top of mind awareness in the customer. The first was an adult coloring book based on spectacular cell imaging. The other was a poster based on an individual’s research illustrated by a gig poster artist know for creating artwork for bands.
Both creations were beautiful works of art. Kris will tell you why one worked and the other wouldn’t. The important takeaway is that his team took the risks to try both and then reviewed the failure as well as the success so they could learn and get better.
Kris talked about:
- The importance of being at the top of the consideration set
- Risk taking balanced with research
- Learning from mistakes
- How scientists embrace nerd culture and how he used that for success