Core truths that drive customer behavior

Hold onto your sell sheets, the following sentence may shock you: Product specs are not the key driver in product choices. In many ways, finding which features customers desire is merely the cost of entry into a market. Any brand can offer a mix of features. The true point of differentiation in the mind of the consumer comes by way of a much more complex set of factors. For instance, here are a few core truths that play a big role in the consumer decision-making process.

Is Marketing In Your Company’s DNA?

How important is marketing to the success of your organization? Is it considered an asset or an expense? To marketing professionals the answer is obvious. However, far too many organizations struggle with the question—particularly when the chips are down economically.

So, what does it mean to be a marketing-driven company?

Five keys to marketing in a down economy

1. Move from discretionary to necessary
Is one’s daily $4 latte a discretionary purchase, a “like to have” paid for with what little is left over after paying for what is needed? Many consumers would say it is a necessary purchase (“must have”) and won’t be compromised during belt tightening. Positioned as an indulgence or reward, sales might decrease. Positioned as a productivity enhancer, consumers might feel less guilty and dub it a necessity. The B2B translation: position your product as mission critical. Understand how customers view your product now and make sure they must have your product.

Financial gains…

Contact us to get a PDF of what our approach can do for Financial Services clients.