The consumer has changed dramatically. Have you changed enough?

Posted on Posted in How to Guide for Marketers

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Marketing has changed dramatically and if you are not changing with it, then you will not be able to unleash the full potential of your brand nor will you be able to unleash your own full potential as a Brand Leader. When I say that Marketing has changed, people think I am about to talk about the change in media options over the last 15 year, with the opening up of digital, social and search. Sure, that has changed the way we do things, but is really at the surface level. Starting at the turn of this century, we began witnessing a deeper underlying change happening with consumers, who have begun rewarding those brands who exceed their expectations, who have gravitated towards brands that treat them as though they are special, and who have become loyal to brands that open up and establish a higher purpose worthy of connecting with.

Consumers ended the last century tired of the crap that brands kept promising, jaded by the tricks brands used to get them to buy, leaving them feeling burned by over-promise and under-delivery. Consumers now want and expect more. Consumers want to be appreciated and they are willing to love the brand that will treat them like they are the only person that matters. Everything a brand does, should start and end with the consumer in mind. Brands are shifting from fighting for a space in the mind of the consumer to fighting for a place in the consumers heart. It is about becoming one of the favorite parts of the consumers’ day, not just pure product performance. The change in media is merely an enabler to the underlying change, but not a driver. The best brands of today are loved.The media options have had a dramatic influence on the consumers lifestyle–the number of messages, multi-tasking and being tired of being burned. The change in the consumer should drive your Media Planning more than the change in media

  1. Consumers see more brand messages than their brains can handle. 
    • In the year 2015, consumers see up to 7,000 brand messages every day. The fastest thing our brains now do is reject advertising messages. The digital ads on every website you visit, at the top, on the side, on the bottom, drop down boxes. Whenever you turn on Facebook, every google search you make. Take the subway and see hundreds or drive to work and see the same. We now surf messages quickly and only engage in a few each day. Life was much simpler in the last century when consumers saw a few billboards on the way home from work, had dinner and watched Seinfeld on TV seeing a few ads each night. But, in the current world, your consumer is being bombarded by brands. Are you doing anything to change the way you approach consumers to ensure you are gaining their attention?
  2. Consumers are constantly multi-tasking—driving, walking, talking.
    • Even with 7,000 messages a day, consumers are barely watching. FOMO (Fear of Missing Out) means people are constantly multi-tasking. I rarely watch a TV show without my laptop or phone nearby. Most people sleep beside their phone and read updates as soon as they awake. Even with laws against texting and driving, I see it every day. And walk downtown in a straight line and you are bound to walk into someone “walking and texting”. Once you gain the consumers attention, you have to find a way to engage them to stay with your brand. What are you doing to hold the attention of your consumer to avoid them being distracted away?
  3. Consumers are tired of being burned by faulty brand promises.
    • Consumer marketing is a little over 100 years now and hopefully consumers have become much more sophisticated in their decision-making. Last century, we saw too many brands over-promise and under-deliver. But brand reputations are now being made and equally dying based on the consumers ability to do their homework. They do their own research, they can ask friends or read on-line reviews. If they are burned by a brand, they quickly spread the message. Have you figured out a brand promise that you can deliver beyond the purchase moment? Have you created an experience that will get purchasers to become brand fans?
  4. Consumers now take control and action over the buying process.
    • Consumers now control what they buy. They are not sold to. Last century it was all about selling. In the current world, it’s all about buying. They are taking full control over the buying process–gaining awareness about brands from friends, only considering after doing their own research to validate what they are hearing and then they figure out the ideal pathway to the purchase moment. They read labels, read reviews and make up their own minds. They pose questions to friends for advice. Putting 100% of your budget on a 30 second TV no longer works. Have you figured out how to co-manage the path to the purchase moment along side the consumer to help them consider, search, purchase and experience your brand?
  5. Consumers connect with brands they believe in.
    • Consumers now want and expect more. They line up to brands that line up to their values and expectations. Consumers want to be appreciated and they are willing to love the brand that will treat them like they are the only person that matters. Ethics and behavior now matter. We are seeing the ethics of brands like Volkswagen and GM destroying the brand reputation. We are seeing Chipotle facing small regional safety crisis points, with the news spreading like wild-fire and the brand is dying before our eyes. Consumers have full access to information and they are not just buying what you do, but why you do it. The most loved brands are based on a big idea that consumers connect with, yet that idea has to reflect the brand’s soul. Have you figured out your brand purpose and then figured out how to build your stated brand purpose into your brand story, your product innovation and the brand experience? Have you figured out how to make the brand purpose be part of the purchase moment as a deal closer to a tie between two brands?
  6. Consumers reward amazing experiences over products alone.
    • Last century, consumers just bought products like Tide, Kodak and Pampers. Most of them we learned about on quick 30 second TV ads that followed a similar formula screaming “we are the best”, shown every half hour trying to drive awareness. But consumers are connecting at a deeper level with brands that offer an experience that over-delivers the promise. With Starbucks, it’s more about the “moments” than it is about the “coffee”. Everyone keeps pointing to the fact Starbucks coffee finishes middle of the pack in blind taste tests. But you cannot replicate the experience of nice leather chairs, cool music, great conversations, amazing culture of people. We are starting to see that the new product is becoming the experience, and while claims supported the product, it is the organization’s culture that supports the experience. Have you figured out to create an experience around your brand that brings it life beyond the product itself? 
  7. Consumers explore rationally, but stay emotionally.
    • In this 21st century economy, the winning brands are those who can create strong emotional bonds with their consumers. While brands might gain entry into the consumers mind in the first 7 seconds, consumers are now emotionally engaging with brands. Research companies like Hotspex show that over 50% of brand decisions are emotionally based. To achieve Brand Love,  brand needs a Big Idea that expresses your brand’s soul and serves to connect with consumers while shaping the internal culture of the brand. Brands need Focus in the choices a brand makes in terms of vision, strategy, positioning and execution. And brands need to show Passion in everything to drive creativity that connects with consumers and precision that helps create brand experiences that exceed expectations. The best brands build every touchpoint around the Big Idea including the promise, brand story, innovative products, ubiquitous purchase moments and brand experiences. How will you use Big Ideas, focus and passion to really create a bond with your consumers to turn them into brand fans that love your brand?

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What is it that creates a bond between the consumer and the brand? You need to be able to describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story. 

  • In today’s crowded branded marketplace, the modern consumers see 7,000 brand messages a day. The fastest thing our brains do is reject brand messages. Brands need an entry point to gain permission to the consumer’s brain. Can you explain your brand in 7 seconds?
  • After decades of being burned by false promises, modern consumers are naturally cynical and constantly doubting brands. They test the brand by asking detailed questions. Brands need a solid story that closes off any doubts consumers may have. Can you explain your brand in 60 seconds?
  • Modern consumers like to take control over their buying process as they move from consideration to search and finally to a purchase moment. Brands need to move with consumers through to the purchase moment. Can you explain your brand in 30 minutes?
  • As the modern consumer experiences the brand, they either accept or reject the promise. Consumers are more loyal to brands they share a common purpose and shared values. Brands need to create experiences that match the brand story. Can you describe your brand over the lifetime of the brand, always telling the same story?

What are you doing to deal with the changing consumer?  

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