As a working mom of four, I’m grateful that I’m raising my family in this generation when technology is available to assist with so many day-to-day errands. Things in my life move at a frantic pace. For a brand to resonate with me, it needs to simplify the tasks I have to do outside of work, so I can maximize the time I spend with my family. I have plenty of choices and the brands that capture my loyalty and my dollars are the ones that give me the gift of time saved.
Take Amazon for instance, my go-to for shopping for most everything. They aren’t offering me huge savings; in fact, I pay them for my Prime membership. But they offer the things I need, and they get them to me fast, without me ever having to step out of my home. At this point in my life, that’s worth more to me than saving a few dollars. In my current stage, if I must go into a store, call someone, or “work” to buy your brand, you might get occasional business from me, but you likely won’t be the first place I turn.
This behavior reminds me of a favorite quote:
“People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar
The implications of this statement is that for brands to succeed they must invest in understanding the behavioral AND emotional mindset of their target customers.
People don’t buy for logical reasons. They buy for emotional reasons.” – Zig Ziglar
Think of it like dating — you need to know what makes the people that you’re pursuing tick in order to develop lasting relationships with them.
By making sure you have a handle on the “3 Ps” that define and drive behaviors and emotions, you can set your brand up for success:
In this case it’s about more than understanding the individual consumer. It’s understanding all the people they are responsible for. Are there special considerations like allergies or special needs that factor into the brands and products they buy?
Is time/convenience a priority as it is for me? Or is good corporate citizenship at the top of the list? How important is sustainability. Really digging into what matters most can give good insight into what drives them emotionally.
Are your target consumers sports fanatics? Do they volunteer time and/or money with charitable organizations? Perhaps they are art enthusiasts or wine connoisseurs. Getting to know their outside interests can be beneficial in fine tuning your offerings.
For brands to succeed they must invest in understanding the behavioral AND emotional mindset of their target customers.”
Once you’re clear on these “3 Ps,” you can confidently enhance your product offerings and craft messaging to build, and strengthen, brand relationships. Amazon recently added free same day shipping for certain products in my area. For me, it was icing on the already fabulous cake.
Looking to clarify the “3 Ps” for your customers?