Customer Education Marketing Campaign

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Customer Education Marketing Campaign

Inspired by a conversation on:

HBR On Strategy

HBR On Strategy

Measuring Your Long-Term Strategy’s Short-Term Success

Host: Sarah Green

Timestamp: 10:59 - 11:29

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Direct Quote

"I'd like to start a new campaign. Haz los cálculos. Figure it out. It will be aimed at educating people about our competitive everyday prices."

Market Gap

Retailers struggle to shift customer perceptions of value.

Retail brands often face challenges when trying to shift consumer perceptions, especially if those consumers have been conditioned to expect discounts and sales. In the case discussed, the fictional retail chain Amelia needs to re-educate customers who are used to discount-driven shopping habits. The current reliance on sales has created a cycle where customers wait for discounts, leading to lower profitability for the retailer. Without an effective strategy to communicate value and educate consumers about their pricing, businesses risk losing their customer base and revenue.

Summary

The business idea involves launching a marketing campaign designed to educate customers about the value of competitive everyday pricing without relying on discounts. This campaign, branded 'Haz los cálculos' or 'Figure it out', would utilize data to demonstrate how the retailer offers lower prices compared to competitors. Targeting both existing and new customers, the campaign should leverage multiple channels, including social media, email newsletters, and in-store promotions, to effectively communicate the benefits of shopping without discounts. By focusing on transparency and value, it aims to shift consumer behavior away from discount dependency.

Categorization

Business Model
Content
Target Founder
Generalist
Difficulty
Medium
Time to Revenue
3-6 months
Initial Investment
$1,000-$10,000

Potential MRR (18-24 months)

Conservative
$2,000 - $5,000 MRR
Moderate (Most Likely)
$10,000 - $20,000 MRR
Optimistic
$30,000 - $50,000 MRR

* Estimates assume solo founder/bootstrap scenario with competent execution

Scores

Clarity
8/10
Novelty
6/10
Feasibility
7/10
Market Potential
8/10
Evidence
7/10
Overall
7/10
Found on October 8, 2025 • Analyzed on October 8, 2023 4:04 PM

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How should I validate this content idea before building it?

2:34 PM

Great question! For a content idea like this, I'd recommend starting with these validation steps:

  1. Customer interviews: Talk to Generalist to understand their pain points
  2. MVP approach: Build a simple landing page to test demand
  3. Competitor analysis: Research existing solutions and identify gaps

Would you like me to help you create a specific validation plan for your medium difficulty idea?

2:35 PM

Yes, and what about the technical implementation? Should I build this myself or hire a team?

2:36 PM

Based on your idea's complexity and 3-6 months, here's my recommendation:

Technical Strategy:

  • Start with no-code tools for rapid prototyping
  • Consider your technical background and available $1,000-$10,000
  • Plan for scalability from day one

I can help you create a detailed technical roadmap and resource allocation plan...

2:37 PM

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Similar Ideas

Retail Pricing Transparency Platform

This idea proposes the development of a digital platform that provides retailers with tools to communicate pricing strategies and transparency effectively. The platform would allow retailers to showcase their everyday pricing alongside competitor prices, helping consumers understand the value without relying on sales. By incorporating analytics and customer feedback mechanisms, retailers can tailor their pricing strategies and discounting tactics based on real-time market dynamics. This platform would be particularly useful for retailers trying to balance profitability with customer expectations, aiming to educate consumers about the value of shopping at full price.