12 consumer assumptions Brand Marketers must make
About 2 weeks ago, renown sales training expert Jill Konrath posted “17 sales assumptions and why making them helps you win more deals. Faster. With less competition.” This blog has adapted her list to suit Brand marketers. It reduces Konrath’s list down to the 12 specific consumer assumptions Brand marketers must make in order to be successful on the retail shelf.
Here are the 12 specific consumer assumptions Brand marketers must make to be successful on-shelf:
1. Assume your target consumer don’t like change. Behavioural studies by the Consumer Federation of Australia show that up to 45% of our daily activities are undertaken based purely on habit. Their research shows that when grocery shopping, up to 41% of consumers engage in what is considered explicit habitual purchasing. This involves none, or very limited apparent product consideration prior to product selection and purchase . Thus your packaging must be designed to break typical shopping habit patterns and grab their attention.
2. Assume your target consumers are pretty OK with what they’re doing now. The fact is, if they weren’t, they’d have already switched brands. It’s the job of the packaging to stop the, engage them and encourage them to see why it’s worth buying something different.
3. Assume your target consumer is overwhelmed. Most consumers approach shopping with a seek and destroy mindset (especially men)- I have a shopping list and I need to get in and get out as quickly as possible. So if you are wanting grab their attention from their habitual shopping routine, and have them engage with your product on-shelf, you’ll need to make sure to focus the packaging design on those core elements of what’s most relevant and valuable for them. Your pack will need to minimize complexity.
4. Assume that consumers are curious. It’s the packaging’s responsibility to pique curiosity. The job of the the pack is to a) grab their attention, b) have them engage with the pack, “Hmm. That’s interesting. I’d like to learn more.” c) have them place your product in their shopping trolley and finally 4) have your target consumer share their purchase of your product via social media.
5. Assume your target consumers all have a lot in common. This means leveraging all you already know about your customers. That said you have to constantly be on a mission to ask them better questions, engage them in deeper discussions both in person and via social platforms. These conversations will create greater relevance and pack credibility with your target audience.
6. Assume your target consumer wants to buy from experts in the field. Your pack must demonstrate familiarity with your target consumers issues and challenges as well as set your product apart from the competition.
7. Assume your target consumer act in their own self interest. As Brand marketers you must assume that if your targeted consumer can’t see how they’ll benefit by making a switch to your brand or product, they won’t take the risk.
8. Assume people will use their phones/tablets to check up on you. The consumer may want to review your product and see what others have said about it as well as do price checks. So… how can your pack engage with them so much so that they won’t even consider doing it?
9. Assume your customers will not be loyal to your brand. Todays savvy consumers have been over stimulated by sensationalism and constantly changing social media trends. This has severely impacted how brands earn and retain loyalty and trust in a marketplace. This especially true when the consumer has become jaded, critical and cynical. Brands exist to produce products and services which improve and enhance the quality of life of their targeted consumer. So building loyalty and trust in this highly fragmented and complex social environment, has become an imperative. Its vital for brands to focus on how to interact, engage and build stronger trusting and meaningful relationships with their customers. SAI Global’s Consumer Trust Index found that 83% of consumers globally rate transparency and ethical behaviour as vital to building trust.
10. Assume your customers won’t remember you. When it comes to your brand and your products, being memorable is essential to long term success. Merriam-Webster’s dictionary defines memorable as “worth remembering.” Is your pack and product worth remembering? How can you make your pack and your product truly unforgettable? Because if you are forgotten it will cost you all those marketing dollars just to resell them in again…What a waste!
11. Assume responsibility for failure. If your targeted consumer buys a competitor’s product or decides instead not to buy anything we have failed both them and ourselves. As brand marketers we need to look closely at what we should have done differently. Did we impose too much of our own restrictions on the packaging design? Did we make design decisions by committee? Did we go with our gut or were we persuaded by someone higher up the food chain? Were our brand or briefing guidelines to narrow? Did we really go into bat for what we knew was right?
Bottom line is If we don’t learn from our mistakes you’re guaranteed to repeat them.
12. Assume your biggest growth driver isn’t what you think it is. Your biggest growth driver isn’t your marketing. It’s not even sales. It’s your customers! Word of mouth and sharing are today’s most persuasive marketing tool. That said, today’s consumers have a greater choice of options and higher expectations than ever before.
To help, Jam&Co has a unique process for identifying or re-discovering the essence of who your brand is and what it stands for and how to use it to emotionally engage with your target. Contact us here.