It takes a smart strategy to balance the rational and emotional management of the consumer relationship. All the marketing news is about the changes in technology. New forms of advertising, new forms of distribution, and artificial intelligence. And, not enough marketers are talking about the biggest change–that being the change to the consumer. What we are seeing in this modern-day marketing, is that the most beloved brands make their most loyal consumers feel loved. To figure out how to win, it starts with understanding consumer behavior.
The consumers of today must be won over
Consumers are surrounded by the clutter of 5,000 brand messages a day that fight for a glimpse of their attention. That is 1.8 million per year or one message every 11 waking seconds.
Consumers are continuously distracted—walking, talking, texting, searching, watching, replying—and all at the same time. They glance past most brand messages all day long. Their brain quickly rejects boring, irrelevant or unnecessary messages. Brands must capture the consumer’s imagination right away, with a brand idea that is simple, unique. It must create as much excitement as a first-time encounter.
Consumers are tired of being burned by broken brand promises. Once lied to, their well-guarded instincts begin to doubt first, test second, and at any point, they will cast aside any brand that does not live up to the original promise that captured them on the first encounter. A brand must be worthy of love. The best brands of today have a soul that exists deep within the culture of the brand organization.
A classic marketing funnel would measure awareness, familiar, consider, purchase, repeat and loyal. They tell you where your brand is now, and when analyzed with intelligence, brand funnels can provide hints as to where you can go next. The brand funnel analysis can help you determine where your brand sits on the brand love curve, as it moves through five stages: unknown, indifferent, like it, love it, and onto the beloved brand status. Brand funnels help us learn so much about consumer behavior.
Brands must listen first, talk second
Brands must be consumer-focused. The brand’s purpose must be able to explain why the people who work behind the scenes of the brand come to work every day so energized and ready to over-deliver on the brand’s behalf.
This purpose becomes a firm conviction, with inner motivations, beliefs, and values that influence and inspires every employee to want to be part of the brand. This brand conviction must be so firm the brand would never make a choice that directly contradicts their inner belief system. Consumers start to see, understand and appreciate the level of conviction with the brand.
Brands must listen, observe and start to know the thoughts of their consumer before they even think them. Not only does the brand meet their functional needs, but the brand must also heroically beat down the consumer’s enemy that torments their life, every day.
Brands must show up consistently
The brand must show up consistently at every consumer touchpoint, whether it is the promise the brand makes, the stories they tell, the innovation designed to impress consumers, the happy purchase moments, or the delightful experiences that make consumers want to tell their friends the brand story. The consumer keeps track to make sure the brand delivers before the consumer is willing to commit. Only then will the consumer become willing to open up and trust the brand.
The integrity of the soul of the brand helps tighten the consumer’s unshakable bond with that brand. Brands have to do the little things that matter, to show they love their consumer. Every time the brand over-delivers on its promise, it adds a little fuel to the romance.
Over time, the brand must weave itself into the most critical moments of the consumer’s lives, and become part of the most cherished stories and memories within the consumer’s heart. In today’s cluttered brand world, the pathway to brand success is all about knowledge of consumer behavior and figuring out how to build relationships with your most cherished consumers.
Tightening the bond with consumers
Old-school marketing no longer works, but the fundamentals of brand management matter more now than ever
The old logical ways of marketing no longer work in today’s world. These brands feel stuck in the past talking about gadgets, features, and promotions. They will be ‘friend-zoned’ by consumers and purchased only when the brand is on sale. The best brands of the previous century were little product inventions that solved small problems consumers did not even realize they had until the product came along.
Old-school marketing was about bold logos, catchy jingles, memorable slogans, side-by-side demonstrations, repetitive TV ads, product superiority claims, and expensive battles for shelf space at retail stores. Every marketer focused on how to enter the consumer’s mind. Old-school marketers learned the 4Ps of product, place, price, and promotion. It is a useful start, but too product-focused and it misses out on consumer insights, emotional benefits, and consumer experiences.
The Crest brand knew their “Look, mom, no cavities!” TV ads annoyed everyone, yet they also knew it stuck in the consumer’s brain. No one cared how nice the Tide logo looked, as long as it stood out on a crowded grocery shelf. The jingle “Plop, plop, fizz, fizz, oh what a relief it is” was often repeated to embed itself in the consumer’s memory bank.
The side-by-side dish detergent advertising showed spots on the wine glass of a competitor, just to shame consumers into using Cascade. Brands that continue to follow only a logical play will fail miserably in today’s emotion-driven marketplace.
Brands need to build a passionate and lasting love for their consumers
How can brand leaders replicate Apple’s brand lovers who line up in the rain to buy the latest iPhone before they even know the phone’s features? I see Ferrari fans who paint their faces red every weekend, knowing they will likely never drive a Ferrari in their lifetime. There are the ‘Little Monsters’ who believe they are nearly best friends with Lady Gaga. It was amazing to witness 400,000 outspoken Tesla brand advocates who put $1,000 down for a car that did not even exist yet. I love the devoted fans of In-N-Out Burger who order animal-style burgers off the secret menu. Every brand should want this type of passion and power with its consumers. It all starts with consumer behavior.
Three consumer behavior questions you need to answer:
- Do you know your consumer better than your competitor knows your consumer?
- Would you say you treat your best consumer better than you treat your average consumer?
- Where do you put your consumer behavior focus: building a relationship or closing the sale
We empower the ambitious to achieve the extraordinary
Without a doubt, I see our role is to help the ambitious marketers who are trying to improve their skills. In most cases, we hope to challenge your thinking so you become a smarter marketer. Most importantly, our purpose is to find ways to help you reach your full potential. We provide the tools, templates, processes, and provocative thoughts.
Undoubtably, everyone learns their own way. With this in mind, we provide numerous brand stories to engage on our Beloved Brands site.
Moreover, we provide brand templates that help you run your brand. For instance, you can find templates for marketing plans, brand positioning, creative briefs, and business reviews. Altogether, we offer brand toolkits with all the presentation slides you need.
Our marketing training programs cover different streams to suit the type of marketer you are. For instance, our marketing training covers consumer marketing, B2B marketing, and Healthcare marketing.
Finally, I wrote our brand playbooks to help you build a brand that your consumers will love.
The fundamentals of marketing matter
The marketing fundamentals that we show in this article are part of what we use in our marketing training programs. Ambitious marketers will learn about strategic thinking, brand positioning, brand plans, writing creative briefs, advertising decision-making, marketing analytics, and marketing finance.
Importantly, when you invest in our marketing training program, you will help your team gain the marketing skills they need to succeed. Without a doubt, you will see your people make smarter decisions and produce exceptional work that drives business growth.