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CANADIAN INDUSTRY ONLINE - NOVEMBER 2015MARKETINGWith Content Centre, we knew going into the product naming process that there were a number of things we wanted to accomplish, such as:• Be memorable to our clients and sales staff• Be searchable• Roll off the tongue nicely• Tie into current trends in our indus- try (content marketing gets talked about a lot)The product was already built. Weknew what it was, how it worked, and what it would accomplish for its users – now we wanted to make sure that the way we described the product made sense with our clients. So, we asked them.There are many different theories on when the best time is to approach clients for naming feedback. But for us, we refined it down to several ‘sugges- tions ‘or ‘options.’ Then, we started our outreach. How did we identify the cli- ents for this informal feedback session? Some had recently provided feedback76| Canadian Industry Online | November, 2015