Today, I’m exploring how customer problems can be a valuable source of ideas for PR campaigns. You’ll learn how to turn those ideas into successful campaigns, what makes a good campaign, and how to measure its success. And a couple of great examples along the way.

This episode was inspired by a recent Deep Dive with Ayo Abbas on Campaigns – check the link in the show notes.

Let’s dive in!

Links for show notes:

How to use campaigns in your strategy ‘Deep Dive’ with Ayo Abbas:

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Full Transcript (Unedited)

Identifying Customer Problems:

The first step in this process is identifying the customer’s problems. You can do this by collating customer insights through whatever means you have available to you.

(housebuilders could benefit from this)

  1. Analysing customer feedback left on your website or review platforms
  2. Observing online conversations about your products or services on social media
  3. Speaking directly with your customers through surveys or interviews
  4. Keeping tabs on market research and industry trends


Taking an Idea and Making It Into a Campaign:

Once you have identified a customer problem that you want to fix and can fix so it aligns well with your business goals, you can set about converting it into a game-changing campaign through these 5 simple steps;


  1. Establish clear objectives: Your campaign objectives should be aligned with both the customer problem and your business goals.
  2. Create compelling messages: Craft messages that resonate with the target audience and address their problem directly.
  3. Choose appropriate channels: Select the right marketing channels for your audience to maximize campaign exposure.
  4. Design eye-catching visuals: Use engaging visuals that illustrate your solution to the customer’s problem.
  5. Develop a call-to-action (CTA): Encourage customers to take the desired action, whether it’s signing up for a newsletter, making a purchase, or downloading an eBook.

But what makes a good idea a great campaign?:

[Examples] I like the example of the AA. The AA is a well-known brand. They have a large customer base but they discovered that membership was in decline through pricing issues and behaviour changes in motoring. This was unveiled by undertaking some deep insight work to understand the issues driving the decline. They realised that communicating the facts and service-based message was not going to work to address this, – sensing a big change was needed in behaviour, they took the bold move to develop a more emotional based message which not only worked but over time they were able to increase their price and grow membership.

Great campaigns have several common qualities:

  1. They solve real problems: The best campaigns focus on finding genuine solutions to customers’ issues.
  2. They are memorable: Creative storytelling and attention-grabbing visuals make an impact that lasts long after the campaign has ended.
  3. They are targeted: Well-planned campaigns know their audience and tailor their messages accordingly.
  4. They have clear metrics for success: Establishing measurable metrics helps evaluate your campaign’s effectiveness.

Finally, what’s the point if you’re not measuring success:

To determine if your campaign was successful, you need to evaluate its performance using the metrics established during the planning stage. Some popular metrics include:

  1. ROI (Return on Investment): Did your campaign bring in more revenue than it cost to execute?
  2. Engagement rates: How many people interacted with your campaign through comments, likes, and shares?
  3. Conversion rates: What percentage of those engaged actually became customers or performed the desired action?
  4. Brand awareness and positive sentiment in the media and through social media: Did the campaign improve your brand’s visibility and recognition in the market?

Remember to analyse these results and make improvements for future campaigns based on your findings.

In summary;

Turning customer problems into marketing campaigns can be a brilliant way to create valuable and impactful content that resonates with your audience. By understanding their problems, offering genuine solutions, and measuring success, you can develop winning campaigns that benefit both your customers and your business.

Next time you’re looking for inspiration, remember that the answer may lie in addressing the very problems your customers face daily. Happy campaigning!