You won’t find celebrating your customer or being useful on your typical list of marketing principles. But nor would most companies (outside of the media and entertainment world anyway) build a world-class recording studio as a marketing asset.
Pierre B. Gourde's insight:
Pour le prix d'une pub télé, Converse s'est payé un studio d'enregistrement. Ça a donné un sens à sa relation avec sa clientèle la plus emblématique, no strings attached. Win-Win.
And regarding the shopping list, just over 50% of Canadians use one – that’s compared to 43% in the US for the same study done there – a stat that supports additional results that show Canadians like to plan before they shop. But one surprising finding, Evans says, is 18% “always” include their preferred brand on their list. Meanwhile 41% include their preferred brand “occasionally” or “for certain items.” As Evans says, there’s a great opportunity to get on the shopping list if brands talk to shoppers at the right time, before they go shopping.
So what are key influences when putting the shopping list together?
Not surprisingly, 71% said the brands they currently use make their list. But the next top influences have nothing to do with anything that happens in-store, Evans says, including coupons from manufacturers or stores, shopper discount cards, recipes, recommendations from family or friends and information from an internet search – again underscoring the need for brands to talk to shoppers before they leave home.
But lists are a double-edged sword in a way, says Evans, as people who use them tend to shop only from the list when in-store, meaning they spend less time in the store and less time on impulse purchases.
“It’s what we call sleep shopping,” says Evans. “For a brand that isn’t on the list, it isn’t so good.”
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