Category: Marketing
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It doesn’t matter what you’re selling if no one’s buying
I believe one of the myths about marketing is that it is all about getting people to buy what you have. If you make a slick ad campaign, you can get people to buy the product that you have sitting on your shelf. That’s not how it works. Or rather, it’s not how it is…
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And now the buyer: Customer roles
We’ve come to the final role, the buyer. As I have been discussing the four customer roles, this one I suppose could be a bit confusing. I just wrote about the payer. What is makes a buyer different from a payer? This might be nuanced, but the buyer is the person who actually acquires the…
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Appealing to your paying customer: Customer roles
We are now on to the third of the customer roles: The Payer. This is one you are probably most familiar with, because after all, your products cost money. At the base, the payer’s concern is affordability. Yes, one question is “Can I afford this thing at the current set monetary value?” But they would…
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Think deeper about who uses your products and why
We’re taking this journey through the 4 customer roles. Today’s stop is the user. And yes, if you did your product design right, they love it and are telling all of their friends. But there are still some more things for you to consider. The user’s focus is acceptability. How well does your product fit…
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Those who seek: Time to think about the seeker customer role
Yesterday, I posted a quick overview about the payer roles. Now, let’s spend some time thinking about what that would mean for your approach to customers. A quick note: As you go through this remember that these roles could be held by completely different people in the decision process, but it might be helpful for…
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More ways to think about your customers: 4 roles
I came across a resource (information at the bottom of this post) that provided 4 possible customer roles. With the way it’s laid out, it’s easy to think about how you might need to tailor or shift your marketing and services. Role #1: The Seeker- Learns about and gets more information about the product Role…
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Gucci’s Mx selection and my issue with gender-inclusive fashion
Maybe you already noticed this, but Gucci has a section their site, Mx. Separate from men’s and women’s it’s intended to be gender inclusive. However, each of the items are each part of either the men’s or women’s lines and the associated sizing chart. When I clicked on jacket to learn more, it was clearly…
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Does every business have to go global?
I have been thinking through details about the brand Lanvin and its push to expand in China, so I thought,” How big does your reach have to be to be considered a success? Does every business need to conquer the Chinese marketplace?” I think there is a danger in pushing to be a global business…
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L’Oréal, Carita, and the marketing of luxury skincare
L’Oréal is getting more into the luxury skincare side of things. And by luxury, I mean the ultra-premium skincare category, the kind of stuff that is multiples more expensive than La Mer. That, I suppose, is interesting enough. Yay, expanding your portfolio of brands to meet the needs of more types of consumers. But that…
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It’s just marketing: Pride Month edition
There are more rainbows this month, even without and increase in precipitation. Brands have emblazoned their products with more colors to celebrate Pride Month. (Well, Skittles has gotten rid of theirs for the month.) There are special edition products galore. Maybe you’re excited. Maybe you’re hoping to buy something because you feel included or you…
A Wren Says 