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| » What We Do « |
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| Welcome to Objectivity...South Africa's only perception measurement and management company. |
Philosophy
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| People behave according to their perceptions. There is no such thing as truth - only facts and perceptions. To manage behaviour you need to manage the perceptions held by key groups of people. |
| Managing behaviour implies sending messages that will hold or change perceptions and then behaviour. But: whose perceptions and what messages? |
Question:
Whose perceptions do you want to manage?
Answer:
Your Key Communication Groups (KCGs), for example: |
- your own employees
- agents, distributors, dealers
- wholesalers, retail stores, buyers
- direct supply customers
- shoppers
- consumers, end-users
- influencers, prescribers, media
- authorities
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A good CEO will manage all these perceptions.
Whatever your function in management, marketing, advertising, sales, HR, PR, production or admin, you will be relating with people whose perceptions you need to manage.
Quantification
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| You cannot manage anything unless you can measure it, quantify it. |
| Whatever the decision scenario, there are five factors to quantify the: |
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- Needs/wants and/or decision criteria of the 'customer' (KCG) (internal or external).
- Desired standards of performance, or points of satisfaction of the 'customer'.
- Their levels of awareness of brands, people, products, policies, etc., as pertinent.
- Their perceptions of your performance in comparison with their:
- points of satisfaction
- competitors
- Industry Norms
- Their perception deficiencies.
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| Your job, your strategy, is to rectify the perception deficiencies. |
There is Only One P in Marketing
Marketing is about managing perceptions |
- Product - it is the perceptions around the product that count - you build the brand or destroy it through communication.
- Price - it is the perceptions of value that matter - price can build or destroy perceived values.
- Place - this really means perceptions of availability.
- Promotion - a form of communication that builds, or denigrates, perceptions of brands.
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By the same token, there is also only one P in sales, PR, HR and general management. |
