AAA Brand Driver
In today's world of enterprise, the consumer is constantly barraged with messages - creating a highly selective consumer. They are savvier to the "noise" and look for messages that hit home with their wants, needs, and desires.
What does all this mean?
If you want your targeted market to listen to you, you need to understand them and know how to speak to them in an effective manner.
To support clubs in this task, a number of tools have been created that are designed to make the creation of consumer communications easier and more effective. The Brand Driver, developed from extensive research of AAA members, lapsed members, and non-members, is one such tool.
Take advantage of the Brand Driver when thinking through daily operational activities and promotional materials targeting consumer. By using these guidelines, AAA will move the needle toward a higher level of member relevance and differentiation.