There are many tactics to use in marketing today. Some work. Some are the equivalent of paddling upstream. Paddling upstream occurs when a marketer fails to understand their shopper flow. They don’t take time to decipher the primal motivations driving their brand and category sales. To increase your shopper motivational share (and sales), a marketer must focus on tactics that work best based on their category Shopper DNA composition.
Its one thing to predict the weather, its another to change the weather. As marketers, we are not in the business of forecasting, we are in the business of changing shopper behaviors. We need to be rainmakers. To do this, we need to understand the primal nature within shoppers – the constant that controls the effectiveness of our marketing.
This is the first of four podcasts I am doing to as a part of my book release for Primal Shopper. This episode (like the first part of the book) is about inspiration, finding the Shopper DNA, and blind alleys. The title of the first part of the book is Identifying the Primal Shopper. In this podcast I will touch on the inspiration behind the discovery of the Shopper DNA and a foundational concept called the Tension Triangle. The tension triangle in business is the proverbial triangle of time, price, and quality. In business the old adage was you can have two of the three, however, in the retail world this triangle takes on a whole different meaning as it related to Shopper DNA.
In this episode, I have some fun talking about the traditional marketing funnel and how it relates to dating. Over my career I used the dating analogy many times to describe what is happening within marketing (and how you shouldn’t date shoppers like you’re a desperate brand). To illustrate this concept, I talk about different funnels in four product categories: automotive, mobile phone, grocery, and restaurants; and possible solutions to move shoppers through the funnel.
A lot has been written about the likeability Super Bowl commercials often ranking the commercials based on viewer popularity. What hasn’t been discussed is the impact of these ads on business. That’s the subject of this podcast. I will discuss the effectiveness of different commercials based on their ability to move mind.
What this book is about is one “shopper truth” worth telling – a primal truth. A primal truth that gets at the core reasons why some shoppers are passionate deal-seekers while others are passionate about their brands. The truth about why some shoppers detest shopping while others can’t stop.
My hope is that this book will convince you to stop and think about your own beliefs about marketing and advertising. If I do that, then I will consider this book a success.
The nature of shopping seems very random – like shopper journeys intertwined in a retail chaos. The reality is our shopping behaviors are quite orderly, consistent, and predictable. Shoppers have innate motivations driving their decision making – think of it like a Shopper DNA. The following is a brief overview of the Primal Shopper DNA…
Every year many people make a New Year’s resolution. Most people are unable to keep their resolution. Why do we fail? Well, we fail to understand the core motivation fueling the habit. This fact is also true for shoppers. Many marketers fail to alter a shopper’s habits, because the are unable to pinpoint their core desire.
Uncover your Shopper DNA in just 5 minutes! The Primal Survey is an extensive survey delving into motivations and decisions a shopper makes when buying a specific product. At the core of the survey are a series of questions which uncover the shopper’s DNA. Below you will find four different versions of this question set…
The holiday shopping season is a clash between the demands of gift buying and your Shopper DNA. This holiday clash can push people to shop outside of their shopper preference leading to stress. These archetypes drive specific holiday shopping behaviors. This episode is based on a chapter called Fight, Flight, or Buy in my upcoming…