25 June 2020
Marketing professionals are inundated with data. We have economic indicators, demographics, web analytics, SKU mixes, pivot tables to compare trendlines and dashboards to keep track of whatever random statistic the boss or the board is likely to ask about next. We’re confirmed believers in the science of marketing. The data revolution has given us access to consumers and business decision makers—not only where they collect information, but also when they’re ready to consider a purchase. Talking to the right person at the right time is only as effective as the message you deliver when you reach them. This is why there will never be too much creative talent in advertising. It has to be relevant, useful and all the other important marketing jargon we use every day, of course. But it also needs to play to the unconscious expectations of the buyer: What do they *really* want … aside from a new pair of sneakers or whatever? Why this style or this brand? If you own a car, why did you pick that particular make, model and trim package? (Not the reasons you tell your partner, but the other reasons?) Chances are it had as much to do with how you feel about driving it, being seen in it, or even telling people what kind of car you drive as it did with gas mileage or towing power. When Lee Iacocca launched the original Mustang at Ford in 1964, he had a novel suggestion for sales managers at their network of dealerships. Several days after the sale, he recommended calling the new car owner and asking them one simple question: “What do your friends think of your new Mustang?” Because it makes a difference. Subscribe to our blog to get updates when new posts are available.
19 June 2020
Consumers adapted to COVID-19 restrictions in many different ways—and marketers have had to shift gears with them. It’s more than demand moving to no-contact pickup and delivery options. Buying habits have changed quickly, with people purchasing more of some staples (see: Toilet Paper, Booze), and spending less on other things like hair products … and pants. Some of these changes will disappear as quickly as the social distancing markers on the floor at your grocery store. Others might stick around in different forms. As our Natalie Shawver pointed out a couple of weeks ago, there are more than a few we wouldn’t mind keeping. Our client Holman RV is seeing that play out right now. Families eager to maintain the tradition of summer travel are increasingly seeing travel campers and other recreational vehicles as a way to tour the country in a more controlled environment. Will the market stay this strong forever? Probably not. But a lot of families are having a new experience because of the crisis. They’re trying new things and, as marketers, we’re all on notice to pay attention to their evolving preferences. Because it’s a safe bet that many of them will keep some of those preferences, even when the signs and the masks are gone. http://stgregory.com/wp-content/uploads/2020/06/Jun-20-COVID-RV-sales.mp4 This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.