When we study the top social media success stories, we still tend to focus on the splashy campaigns that went viral. There is more to social media than that. Social media is a way of serving customers, of exuding your brand essence, and of creating lifestyle themes that is about your customer’s challenges in daily life. It’s about brands showing loyalty to consumers.
Sep
9
Supermarket shopping in the real world
In: branding, retail, shopper insights, shopper marketing
3 Comments
Marketers are in a world where the great majority of brand-consumer relationships are based on non-exclusive brand beliefs which explains why many brand purchase decisions are made at retail. Marketers need to dial up the exclusivity of what their brand means or will remain challenged to support their price differential vs. store brands.
Jul
27
What if it all STARTS with the purchase?
In: advertising, behavioral economics, market research, marketing, retail, shopper insights, shopper marketing, social media
5 Comments
Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness which begets interest, desire, and action.
what happens when that is wrong? What does marketing do when it STARTS “store back” with the purchase? Based on shopper insights research, I believe that, for grocery products, over half of first-time purchases are unplanned;
Jan
14
Marketers, take note: the curiosity impulse can lead people to discover and engage with your brand. Curiosity short-circuits the linear funnel from awareness to interest to desire, blah blah. Curiosity leads to purchases that are serendipitous and often spontaneous.
In a long-tail world of choices that are sometimes not very functionally different, perhaps “interesting” is the new “better”.