A Great Deal May Not Be a Real Value, Part 3: Consequential Value

The search for what I have coined “consequential value” asks not for number of “impressions made,” but:

1. In what way does the promotion/offer/service meet (not just promise) a real need–spiritual, material, emotional, or physical—of the targeted consumer?
2. Does the promotion educate or engage the consumer about the brand or a goal of the brand?If so, to what degree?
3. Does the promotion create a human benefit for a community larger than its own interests?If so, how big is the impact?To what degree is this generosity offered altruistically (without concern for some kind of “payback”)?

This diagram gives you a quick snapshot of what I think needs to be evaluated. More on this matrix in future posts.

Consequential Value is being used here in a specific marketing context. What is the impact on humans, the brand, or both–beyond feeling good about a brand enough to buy it or even become loyal to it—that the promotion/service/offer elicits? There are at least two common denominators to qualify as “consequential”:

1. The promotion itself must engage the consumer—the consumer must act.
2. The benefit to the customer can not be more “stuff.”

T-shirts with logos, syrupy advertising campaigns, and Buy-One-Get-One’s need not apply.