consumer insight

You are currently browsing articles tagged consumer insight.

In advertising the real money maker is the creative. That’s what everyone talks about. That’s what marketers spend most of their money on. Creative creates most of the wealth in marketing and all of the wealth on the agencies side. The fuel for great creative is consumer insight. Notice I didn’t say insights. Lo, there are many insights to clog the mind of the brand or account planner. Many insights to confound the creative director or creative content builder.

mining tools

The role of the brand planner is to find a single insight that can be leveraged into a compelling selling proposition. Rosser Reeves can call it a Unique Selling Proposition (USP), Al Ries can call it positioning, any goober with a WordPress account can call it what they like (me included), but great creative doesn’t start until a single, powerful, clean insight is unearthed and frees the creative mind.

A powerful insight is pregnant with creative possibility. It can help organize an army of sellers. It can brainwash the tired huddled masses. It can launch an organizing principle that redistributes marketing wealth, unlike any TV commercial ever has. Apple’s 1984 included.

So you unsung insight miners take heart. Keep shoveling, mine till your fingers hurt, then cull, cull, cull until you find that emerald. It is so worth it.

Peace.

 

Tags: , , , , , , , , , , ,

hain celestial

I was listening to Irwin D. Simon the CEO of Hain Celestial on a webcast yesterday and he mentioned a consumer insight that was both true and funny. Mr. Simon’s company is the largest natural organic food producer in the U.S. Not too long ago, said Simon, people would prefer to eat the bag over the food. Add that to the fact that natural organic products typically cost 15-20% more and you have some serious roadblocks.

Hain Celestial is doing so well these days because it is focusing on taste. For many people, when you say “nature bars” or “grain and oat cookies” the mental response is cotton-mouth. The reason obesity is pandemic in the U.S. is because sugar, salt and fat taste good.  Changing the taste profile of natural food is why Hain Celestial is growing a 3 times the pace of traditional foods. 

Hain Celestial’s product portfolio is growing. Their products are 99% GMO free (Genetically Modified Organisms.)  And though I wouldn’t exactly put them in the craft economy category, they are getting there. BluePrint, their cold pressed juice brand, is definitely a craft product.

Keep an eye on Hain Celstial. The CEO gets consumers, product, and marketing. And that’s a tasty recipe.

Peace.

Tags: , , , , , , , , , , ,

Storify

Ads are not stories.

And that’s the problem.  Ads are selling schemes.  They are attention grabbers first — at least those coming from good agencies.  (But many ads fall into the “We’re here!” category, simply telling people what the product does and where to buy it.)  After grabbing attention, most ads tout claims: “me, me, me, me.”  The claims tend to emanate from the executive suite and marketing department.  If the ad creator is any bit the craftsman the ad will also contain some sense of consumer insight.  But you’ll really have to dig for it.  Often it remains on the brief.

Were ads stories, they would have a beginning, middle and end.  A plot, storyline and moral. There would be a harmony of parts and characters.  And that’s a good thing. People hang around for stories. People remember stories. And though sometimes people remember ads, more often than not they don’t recall the products accurately.  If you are a category leader and a competitor does a great ad, many times you get credit for it.

So let’s story it up Dan Draper. Everything  — that’s everything — can be storified. Peace!

Tags: , , , , , , ,