Every day people face thousands of messages from different brands. They pay attention to tens, and remember units.
Those which are relevant to the target audience are remembered — that is they are on crossing of interests of the person (what he wants to hear about) and fact that a brand wants to tell him.
The concept of relevance is extremely urgent today. People open links and close them at once, scroll videos, don’t pay attention to bright headings and cheerful pictures and forget at once what have they just seen, have heard or have read. People are ready to hear and remember only what is an urgent for them, i.e. is relevant.
Relevance is defined by brand parameters. As the result of processing of answers of audience all brands according to the consumer “are displayed” on key parameters and there turns out “print of the relevance” (Relevance Fingerprint).
This technique is unique by the fact that it allows to measure a share of the people interested in a brand and degree of their interest.
“The relevance print” turns out unexpected for the producer: the consumer states what is interesting and necessary for him and what doesn’t matter — from the point of view of the client, but do not state how the producer assumes. If you learn the relevance of the brand, it is possible to bring closer the production to an ideal, “to pump over” parameters.
Results of the research of relevance are possible (and are necessary!) to use in practice. These data can form the basis of communication strategy, and regular measurements of relevance of a brand will allow to trace its dynamics and quality of communication with audience.