Behavioral driver: Knowing
This behavioral driver is about whether your target audience knows that your product, service, or offering exists: are they aware it exists, and do they know what’s expected of them?
An unknown brand, an unfindable page, a message that goes unseen. If your target audience doesn’t know what needs to be done, the behavior can never start.
How do you recognize this behavioral driver?
A “Knowing” problem is recognizable by absence. That sounds vague, but if you feel your target audience could be helped by your organization, product, or service, yet nothing happens at all — there’s a good chance they’re simply never coming into contact with the message.
Not sure if this is the right button? Ask yourself these questions:
- Does your audience know your product or service exists?
- Does your audience know what is expected of them?
- Does your message reach the place where your target audience actually is?
- Low brand awareness, despite a strong offering.
- The target audience knows the problem, but not the solution you offer.
- Questions like "why didn't I know about this sooner?" after a campaign wraps up.
From pitfall to approach
Most organizations try to solve a “Knowing” problem with more broadcasting: more channels, more frequency, more budget. That backfires: more volume without direction just creates noise.
What actually works: being visible at the right moment, in the right place, with a message that sticks.
From hotel to guide through the region
Guests didn’t know the possibilities on Voorne-Putten existed, and what you don’t know, you don’t consider. With “48 hours on Voorne-Putten,” we made the region visible, and Carlton Oasis became the guide to a region full of possibilities.
Positioning arts and culture
A “Knowing” problem sometimes has two sides. Audiences often didn’t know what art and culture could offer them, and arts organizations, in turn, didn’t always know how to translate their own story into a clear, consistent message. By helping both sides, art and culture became more accessible for everyone.
Port of Moerdijk and ownership of safety
Companies in the port area knew safety was important, but didn’t always know how to spot, share, or find relevant information at the moment it was needed. With the Port Alert Moerdijk app, businesses gained direct access to that information, and safety became something they could oversee themselves.
A behavioral driver rarely stands alone
Knowing without Wanting delivers little to nothing: your target audience can be aware of something and still feel nothing toward what you’re offering.
Knowing is also almost always connected to Being able to: even if your target audience knows you exist, the path to action still needs to be navigable.
Do you recognize this with your audience?
We’d love to think along with you about how to use this behavioral driver to your advantage.