Education outreach recommendations to our clients typically include opt-in programs where the end-users ask to receive the product or service. We recommend this approach because:
- Offer Accountability: it requires the offer to be compelling and useful to the end-user
- Courtesy: it treats the end-user with respect
- Measurement Reliability: if they ask for it, they're more likely to use it
- Relationship-building: it opens up lines of communication, paving the way for long-term relationships and mutual respect
Offer Accountability & Courtesy
Opt-In Education OutreachSM tells audiences that we care about their privacy and that we respect them. It also communicates that we're confident that our product or service is worth learning more about – that it can stand on its own merits. The better our target market gets this message, the more they will respond.
The opt-in approach allows for reliable measurement. If we make an offer on behalf of our client, we want to know:
- How many people looked at the materials we sent them,
- How many people liked those materials,
- How many used the materials, or
- How effective they were.
If we don't know these things, we're blind. And so are our clients.
Once an end-user asks for an offer, if our product or service meets their needs and we clearly show that the lines of communication are open, then we have established a relationship built on trust.
Opt-In Education OutreachSM builds a community of users over time that we can quantify and with whom our clients establish two-way communication. This communication is mutually beneficial; it has to be, or it won’t work. So in return for community members telling us how they interact with our products, how often they use them, or how the products can be improved, they are empowered to affect change within the program. As a result, community members are confident that our client has their best interests in mind, and their feelings about and interaction with our clients' brands is deeper and more meaningful.