While the approach to branding hasn’t changed since the 70s, the media landscape has exploded with ever expanding channel options, more robust targeting, and all leading to the tsunami of ads the pummel consumers daily. So, is the 1970’s approach still effective today or do we need to rethink how we emotionally connect brands with people?
The final episode about the book release focuses on activating the learnings from the book. In the previous podcasts, I discussed the 18 Primal Principles driving shopper behavior and how the effectiveness of marketing tactics are affected by a shopper’s DNA. In this podcast I touch on different ways to activate Primal Shopper. If player…
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.
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.
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.
In the very first episode, I will discuss my journey to discover our Shopper DNA and how you can leverage it to grow market share. My introductory episode will cover the discovery of Shopper DNA with an in-depth look into three core DNA strands: Wallet, Time, and Brand. This DNA affects the ability for an…