energy research

During last night's Presidential debate, "Joe the plumber", an real person in Ohio, was referenced at least 24 times, according to the New York Times. He was the context for much of the debate. The interesting part about it was it facilitated a real case view of how each candidate's policies would impact Joe. It resulted in a set of scenario-based communications, far different from the high level, multi-billion dollar, unrelatable-by-the-common-man speak that candidates typically use. (How great would it be, by the way, to have a debate where they take multiple personas - say, a single mother, a family of four, a small business, and a corporation - and walk through how their policies will impact each persona?)

Some businesses take this approach to marketing communications by describing - or better yet demonstrating - how their product or service will actually impact "you", versus describing generally what the product does. This is particularly important for Web 2.0 companies as they introduce new services that necessitate modified consumer behavior. By being specific, they can a) facilitate a better understanding of what the product or service is, and b) make it relatable.

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