I guarantee after you listen to this replay that you will never think about marketing to your customers in the same way again, so watch it now:
Bianca Philippi is a marketing insights Queen and the reason why most of the largest companies in the world call upon her to help them better understand who their customers are and why they buy, shop or don’t buy products and services–online and offline… Is because of her skills and talents in asking the right questions and listening.
This is the most in-depth type of Market Research and it was taught to her by Gerald Zaltman. In his latest book, drawing on thousands of one-on-one interviews in more than thirty countries, Gerald Zaltman and Lindsay Zaltman describe how some of the world’s most successful companies as well as small firms, not-for-profits, and social enterprises have successfully leveraged deep metaphors to solve a wide variety of marketing problems. Marketing Metaphoria should convince you that everything consumers think and do is influenced at unconscious levels–and it will give you access to those deeper levels of thinking.
How can you be like the greats in marketing research? Model after their techniques and successes. Continuing to learn what questions to ask is important and it starts by taking notes right here and now.
Write down your:
- 3 Key Takeaways
- 1 Aha Moment
- At least 1 Question
- 2 Quotes
Those simple steps will help you retain this training and implement it in your efforts to create the most effective marketing communication and advertising campaigns that you have ever produced.
“Marketing is all about education and there is also a huge ethical component along with that to do the right thing… believing that one knows how to communicate with customers without doing adequate market research” is a big mistake. To use a venture capital phrase “are the dogs eating the dog food?”
3 Mistakes Most Common in marketing Communication Are:
- You Really Cannot Communicate If You Truly Don’t Know Your Customer
- Assuming Your Target Customers Are Not As Smart As They Are
- Being General Is Good… That’s a mistake! It isn’t.
5 Tips To The Business Professional
- Look Into Resources Online and Offline
- Community Colleges
- Following Senior Level Marketing Executives
- Read Industry Magazines Online or Join Networking Groups:
Fast Company, AdWeek, AMA… Take your cues from the big guys, says Bianca Philippi
- READ, READ, Read, read, READ
Pay attention to what is trending and dig into the industry. Make it happen. Read more and learn more from the senior level influencers online. George Eliot’s quote “it’s never to late to be what you might have been.”
What is the best approach for learning about any one type of customer. “It’s not about the widget.”
It is not so much about the what you are selling as it is about have you taken the time to do the research that allows you to truly identify who you are selling that widget to? If the answer is no then you will forever struggle to sell physical products on Amazon or anywhere else, online or offline.
The term niche often identifies a target consumer industry, say clown shoes. The niche would be clowns. The customers are people that have a pending event to buy clown shoes. Much different than say the mother or father looking to pay or rent a clown for their child’s birthday. Again, a third customer that may be shopping for a clown when in fact they find that buying shoes and dressing up is a far more fun for the experience and still more affordable to do versus hiring a clown. Next imagine a fourth consumer searching online that would see the same website offering the “don’t rent a clown, buy clown shoes” approach only this consumer would never think about dressing up… Which path will they choose? What will they type into Google next. And furthermore what if Google isn’t the first place they turn to?
Next imagine a fifth consumer that might consider dressing as the clown, remains on the fence a few times, contacted you and on each occasion could not make a decision. What caused that?
There are many target customers for you to learn about and to truly identify with. Only do it with the approach to learn and listen on a more personal level than you have ever done before. This exploration with your customers will make you far more likely to determine truly who they are and what they want. What they buy, why they buy and maybe even why they aren’t buying from you. It is worth looking into, listening and asking.
One question that you can ask to get started:
Can you tell me your thoughts and feelings on “x” and the roll “x” plays in your life?
Replace “x” with clowns or clown shoes.
This question can quickly show you whether or not the person you are speaking with is actually the most “targeted consumer” or “perfect customer” that you want more of for your business. Over time you may identify 2-6 customers that are your perfect customers.
Consider that if you can name and describe one. Are they male or female? If your really know them:
- Where They Live
- What They Like
- What They Do
- What They Don’t Do
- What makes them say “_____” about “x” when you ask how does “x” play a role in your life
Well that means you can also name more than one. Possibly a male and female. And, if you can do that then think you probably have more than one of the “ideal” woman customer or male customer and so you would have Mary and Dianna or Erica but it is not a game of pretend. The market research tells you who they are and the interview process that Bianca Philippi discussed tells you who they are on the inside and why they really buy from you or any other product out on the market.
Think of it like laundry soap. If I sat down with 7 different moms throughout Santa Clarita at their home individually. Now imagine they ask me in and we sit in their coffee table area of the home. Each of the 7 women offer me a drink… Not all offered the same or in the same way.
Tea and Cake?
Not each of them offered a different beverage. In fact if 5 out of 7 offered coffee even though only 2 would also be having a cup with me. One said multiple options and 3 all started by offering water first. It was 11:00am. Was it too late for them to make another pot of coffee? And what about the one that offered tea and cake, was she a coffee drinker or never coffee always hot tea lady? What brand of tea did she offer? Did she keep it on the top of the stove or off in a pantry, or a cabinet near the morning pills?
There is so much to learn by observing, asking the right questions, listening and connecting the dots… But what does that have to do with laundry soap? Read – Listen – Observe