You wouldn’t try to sell World Series tickets to someone who doesn’t like baseball, so why try to motivate your customers with a message about, say, innovation, when their values markers indicate that they tend to favor the status quo? Most businesses understand that it is critical to target the right customer types with their product or service. However, in order to reach today’s more informed, media savvy consumer, businesses must go beyond traditional demographic segmentation and speak to what truly motivates people – their core values. In this post, I will discuss why understanding your customers’ values is more important, and more possible, than ever.
A recent article in the Harvard Business Review titled “Marketing Is Dead, and Loyalty Killed It” echoes what more and more marketers are realizing every day: many traditional methods of marketing are no longer as effective in motivating and inspiring customers.
Author Alexander Jutkowitz points to Apple’s phenomenal earnings and 87% customer loyalty in the US and Europe, despite the fact that it does very little traditional advertising and marketing comparatively. Jutkowitz isn’t suggesting brands stop marketing overall. Instead, he recommends they de-emphasize traditional promotional thrusts and focus on loyalty.
The Account Coordinator will work with a team of top-notch marketing communications professionals to develop and manage a variety of social media, content and PR initiatives for Zenzi clients, including writing press materials, pitching stories to media and coordinating social outreach campaigns for a variety of consumer, business and technology accounts.
To get to the heart of what inspires purchase decisions, we need to go beyond demographics and speak to inner values. What’s that have to do with a wall of yogurt? Read on to find out.
Too often, businesses only focus on embracing a spirit of giving during the holidays. We’re always supportive of the traditional “Giving Season,” when people feel more encouraged to support nonprofits and volunteer in their communities. But at Zenzi, we believe it should be like that all year round, which is why one of our core values is “Live with Purpose.” Here are 3 ways we carry that philosophy through our business and find meaning in what we do every day.
Brand marketing is ever changing, providing unique and creative challenges and opportunities for those of us in the industry. High consumer demand creates high competition, to the tune of 500,000 new consumer products being launched each year.
If a tree falls in the woods and no one is around to hear it, does it still make a sound?
Hopefully this is not a quote you can relate to when it comes to your content marketing strategy.
Picture your best customers. How much would your business grow if you could attract more customers like those? What if you could double that number?
How Stone Brewing Company has built a loyal following of passionate, engaged fans without spending a dime on advertising.
Shareholders would like to believe that officers in a company always do a thorough rational cost/benefit analysis of any decision, leaving aside any personal bias, but decision makers have the same biases that all human beings do. An individuals’ values are key in understanding what motivates them in such situations, and specific value orientations are associated with specific emotional profiles that can be leveraged in enterprise sales.