Marketing: Not All Buyers are Created Equal
By John Foust
Raleigh, NC
Sean spends a lot of time talking to his advertisers about consumer behavior. “A big part of my job is to help them manage their expectations,” he said. “I once learned that buyers generally fall into one of six distinct categories. By examining each category, my clients and I have been able to understand why an advertising tactic that works with one type of buyer will not work with another.”
Sean explained that the concept is easy to grasp, because we can all identify with the six categories. “It all depends on the product. Price may be a person’s dominant motive in the purchase of a widget, while brand loyalty may be the determining factor when buying a gizmo.”
Let’s take a look at Sean’s buying types:
1. Consumers who are loyal to you. My wife, Suellen, is loyal to a particular brand of car, and is currently driving her fifth consecutive model of that car. From her perspective, there is no need to consider anything else. Likewise, your advertisers have valued segments of their customer base – people who are loyal to them through thick and thin.
How do you appeal to Loyals in your advertising? Reassure them that – although your product may be “new and improved” – your standards of quality remain the same.
2. On the opposite end of the buying spectrum are those who are loyal to a competitor. If another car dealership tried to convince Suellen to switch to their brand, they would be wasting their time and hers.
This type of buyer cannot be won over with a single ad. The best chance is a long-running campaign of comparative advertising. Even then, there must be some measure of discontent for the buyer to consider switching.
3. Bargain hunters. These buyers are driven by price discounts, not brand loyalty. When Suellen and I go grocery shopping, we have an “either-or” mindset. Either Coke or Pepsi will be acceptable. We buy the brand with the best price.
4. Butterflies. These buyers thrive on change, and constantly move their business from one brand to another. New restaurant in town? Yeah, let’s try it. New neighborhood? Hey, let’s take a look.
How do you reach these buyers? Sell newness.
5. Investigators. A few years ago, we needed to replace our garage doors. Suellen is extraordinarily knowledgeable about house things (thank goodness), so she eagerly researched the options. She learned so much about garage doors that she could identify the various brands as we drove around our neighborhood.
By the time she figured out the best choice, I was in 100 percent agreement – because she had become a real authority on the subject.
How do you appeal to Investigators? Provide them with plenty of information.
6. Then you have the non-users. These are the people who are not now – nor will they ever be – prospects for particular products and services. In other words, don’t expect to sell surfboards to people who live in the Arctic or snow skis to people who live at the Equator.
(c) Copyright 2008 by John Foust. All rights reserved.
E-mail John Foust for information about his training videos for ad departments: jfoust@mindspring.com