Elevating Campaigns with ‘Promise to the Customer’ Strategy

The LinkedIn B2B Institute, in partnership with WARC, has released a new report, titled ‘Making a Promise to the Customer‘, exploring the strategic framework of the ‘Promise to the Customer’ (PTTC). Developed with insights from renowned strategist Roger Martin, this model seeks to align diverse business functions—marketing, sales, product development, and customer experience—around a coherent, credible promise to the customer. 

By studying over 2,000 advertising campaigns, the report underscores the superior performance of PTTC campaigns in key metrics such as brand health, market share, and long-term sales growth. 

Below, we delve into the essential findings and implications of this report:

What is PTTC?

• Promise to the Customer (PTTC): A guiding principle aligning all customer-facing activities around a single, clear promise. The PTTC model addresses common marketing issues by focusing on a promise that is memorable, valuable, and deliverable, building trust over time.

Key Findings and Insights

Impact on Brand Health:

• 56% of PTTC campaigns reported improvements in brand health metrics (brand awareness, consideration, preference) vs. 38% of non-PTTC campaigns.
• PTTC campaigns are 48% more likely to drive brand health improvements, emphasizing the importance of clear and consistent messaging.

Market Share and Penetration:

• 45% of PTTC campaigns reported increases in market penetration, compared to 38% of non-PTTC campaigns.
• Annual market share growth for PTTC campaigns...