When we are trying to improve our customer experience, we need to understand our target audience and what makes them tick. Demographics tell us where they live, their age, and what they earn. The relatively new region of psychographics analytics tells us why they buy. Psychographics tell us the Why They reveal the customer's interests, […]
The more clarity you have about who your ideal customer is, the more effective your marketing will be. In tough times, this is even more critical. If you don’t know exactly who you are trying to reach, marketing ROI will suffer. An arrow that hits the bullseye wins over half a dozen that clutter the target. I […]
Wellness has been popular among health food and spa industries for decades. Now, because of the coronavirus, interest in it is skyrocketing. People want to take more personal control and responsibility for their wellness and well-being. To better understand what people are thinking, marketing giant Ogilvy conducted a global survey of over 7000 people in […]
We have been dealing with the pandemic for seven months. New research numbers are starting to emerge. Key is the shift in the customer mindset. This impacts our society, our businesses, and our marketing. One thing for sure...we aren’t past this. We’re intra-pandemic. All the marketing guides prior to the pandemic are out the window...useless. […]
Keeping your customers delighted, engaged, and even raving about you is easier than you think. I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark. Recently Heather wrote about Peloton. I only knew the name casually in […]
In marketing, we get the same magnetic push and pull found in magnetic polarity. Whether it’s teaching about polarity or singing a rap song about the push-pull of chemistry, the impact is the same. Energy attracting or pushing apart. The coronavirus has made teachers incredibly creative. I recently saw a news story on them teaching […]
In the best of times and in the midst of crisis, customer connectivity is core to business success. That means we need to focus on helping them as real people, not clicks, and dollar signs. An Empathy Lesson I Learned Early I spent over 20 years in the spa industry offering skincare and cosmetic tattooing. […]
The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It's a surge of good feelings following a pleasant experience. It's as old as man himself. A key part of survival, the primal brain includes a series of triggers that make us take action. When we take […]
While avarice and greed have negative connotations the concept of getting a good deal is hardwired. We love bonuses, rewards, and discounts. We love to feel we got great value for our investment. The value doesn't even have to be ours My sister has physical dexterity issues, so when she mentioned she needed a new […]
Pain has many faces. Physical pain, anguish over a loss, or fears of emotional pain. We, humans, are hard-wired to stop or flee all forms of pain. Everything from an embarrassing moment to a stabbing level eight agony. Just like the rest of humanity, I’m a pain avoidance specialist. I used to love horses. I’d […]