Do You Know Me?

August 30, 2016 •

Hi there. I’m the consumer. (Actually, I think I prefer The Consumer.)

Remember me? I’m the one onto which all your marketing attention should be focused. But I think maybe, just maybe, you spend a lot of your time thinking about things like Channel Strategy, and Content Optimization, and Shopper Marketing Fundamentals. And that means you’ve probably lost sight of me. You know, the one who actually buys what you’re trying to sell.

I imagine those things I listed above are important … heck, they SOUND important, at least. But they only work if you really understand what motivates me. Sure everyone is different, but there are a few fundamentals I think you should try to always remember. This particular Consumer indexes pretty high in “Love of Classic TV”, so I thought I’d use a few of my favorites to illustrate my point.

I AM EXTREMELY SKEPTICAL

I CALL THE SHOTS

I HAVE A VERY HIGH OPINION … OF MY OPINIONS

I LOVE TECHNOLOGY. I USE IT ALL THE TIME … TO AVOID YOU

SURE, I’LL BE IN YOUR MARKET RESEARCH … MAYBE I’LL EVEN TELL YOU THE TRUTH

GO AHEAD … JUST TRY TO FIGURE ME OUT

We’ll be taking a closer look at each of these, so be sure to follow it … and us.

BREAKING NEWS!

Over the past few months we’ve helped a number of clients in

financial services, telecommunications and pharma. Take a look!

Case Studies

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…… +

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…… +

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