We recently took our teenagers to the Experience Music Project (EMP) in downtown Seattle. Classic rock artifacts aside, the big draw for us was the Star Wars™ and the Power of Costume exhibit. As space and sci-fi enthusiasts, we couldn’t resist the chance to see Obi-Wan Kenobi’s robes, Han Solo’s wardrobe, and Padmé’s wedding gown up close and personal.
As we clamored around C-3PO and R2-D2 (yes, the actual droids!) taking selfies, we were approached by a friendly man in a suit and tie wondering if he could ask us a few questions. Turns out it was Aidan Lang, General Director of the Seattle Opera. He and the Board were there to find out what brought families all the way into downtown to see the Star Wars exhibit — and what he could learn and apply to attract more parents and kids to Seattle Opera productions.
What followed was a terrific example of outreach and market research that wellness managers can adapt and use to promote programs more effectively:
The brief exchange took around 5-6 minutes, but was so positive that we talked about the Seattle Opera on the way home and have taken the time to visit their website. Guess what? We found some upcoming productions we’d all love to go see… talk about marketing impact.
Instead of designing and promoting your workplace wellness program based on old ideas and assumptions, with a little effort you can gain valuable insights directly from the people you serve. A few questions to think about:
You and your team can gain more useful insights from a few hours of working the crowds than from a whole day of poring over online survey results. Both are important, but getting out there has the added benefit of helping you connect with the people you serve. And when it comes to knowing your workforce and promoting your program, nothing beats face-to-face, in real time.