Be where your customers are the most happiest

by Tony Fannin, President, BE Branded  |

Most marketers understand who their customer is and how to market to them. Most know details such as she is 30-42, professional career, 2.5 kids, likes red wine, and loves going on her weekend day spa trips with her girlfriends. What most marketers don’t consider is the mindset of their customer when they deliver a marketing message to them. The “mood” of your customer changes based on their environment and what they are doing throughout the day. Often, marketers can deliver the right message at the wrong time.

What makes it the wrong time? For example, you sell baby products to new mothers. One seemingly logical place is to sponsor videos in the waiting room at the obstetrician/gynecologist’s office, right? Wrong. Going to the doctors office is not pleasure trip. It is often filled with nervousness and some anxiety. Your “perfect” message will most likely get a very cool reception if it even gets any attention to at all. The mother-to-be has her mind on more important matters. Or, to reach professionals, having a marketing message on the tray liner at an eatery isn’t the right environment. Most of these professionals are too busy to “linger” over lunch. It’s either eat quickly to make their afternoon appointment or having a working lunch with co-workers. Ultimately, their mindset is still at work. It’s not about having a “relaxing” lunch.

Tailor each marketing vehicle and message in anticipation on what the customer mind set and emotional environment will be. Ideally, you want to market to your customers where they will be mostly content or, at least, in a good mood. Also where would they most likely be thinking about your products or services. This is one reason, POP in grocery isles are very effective. Customers staring at a shelf of cheese brands, are open to a suggestion to try a new brand or new flavor. The right message here about your cheeses matches up with the emotional environment of your consumer. Getting access to your bank accounts at a resort is a great message and a great venue for a financial institution. The customer is in a mental environment that is positive and favorable to your services.

Once you get the right environment and have an idea of your customer’s “mood”, don’t lose the opportunity by delivering the wrong message. Make sure it is relevant to the venue and mindset. Using the same ad and copy that you used in your print ads and web ads for your ad in a movie theater is wasting a great opportunity. Your customer is there to be entertained, first and foremost, then informed as a byproduct. It’s not about making them feel like they are watching TV at home. Deliver an experience. That is what the movies are all about and that is what your ad should be about.

By predicting where your customers will be and how they will behave when they encounter your message, you can create an experience with the brand that will leave them feeling good about it and even compelled to try it.

About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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