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The Consequential Value Grading System, Part 2: Definitions

November 27, 2007

Remember,

  • Everything has equal weight
  • It’s pretty much small, medium, or large–or nothing
  • 3 points is the most that can be scored in any category

Benefit to Consumer

  1. Spiritual/Emotional Impact. To what the degree does the promotion meet a need that stands deep in the soul or emotions? Does it address emptiness, loneliness, sinfulness, or failure, for instance?
  2. Material/Physical Impact. To what degree does the promotion/offer/service meet a need that otherwise cannot be addressed by the consumer? Does it address poverty, disability, poor health, or unemployment, for instance?
  3. Community Impact. To what degree is the local community or affinity group improved because of the promotion/offer/service?
  4. National Impact. Does the impact of the promotion/offer/service go beyond the local to the national? To what degree?
  5. Global Impact. Does the impact of the promotion/offer/service go beyond the local or nation to the other nations/peoples of the world? To what degree?


Benefit to Brand

  1. Education. To what degree is the promotion/offer/service disseminating information about the brand, assistance for human need, or a goal of the brand?
  2. Contribution. To what degree is it likely that the consumer will invest in the promotion/offer/service or buy the “product”?
  3. Inspiration. To what degree will the consumer be motivated–“turned on”–to invest in the brand as a result of the promotion/offer/service?
  4. Evangelism. To what degree is it likely that the consumer involved in the promotion/offer/service will tell someone else (positively), and keep telling, about the brand?
  5. Perceived Generosity. To what degree will the participant/recipient believe that the business is providing the promotion/offer/service without benefit (especially financially) to the brand itself–and would then be motivated to “buy”?
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