REI continues to make headlines, with its bold announcement that it will be closed on Black Friday, encouraging employees and consumers to instead #OptOutside. The retailer’s social media hits are up over 6,000 percent compared to this time last year says Salesforce.com.
Whether we realize it or not, our values impact the decisions we make every day. Backed by proven science and decades of psychological research, the way we prioritize these psychographic needs is one constant that speak to the heart of our identity. Our values determine where we live, what we do, and the brands we buy. How can marketers tap in to this information to develop better campaigns?
How much do you really know about your best customers and what motivates them to buy again and again? Read on to discover how with help from Grocery Outlet Bargain Market and its spokes-puppets, Zenzi increased the brand’s Instagram followers by 400% in six months and won a 2015 Edward L. Bernays Award of Merit for this engaging campaign.
What is the most neglected aspect of patient care? Often, health care providers don’t look deeply enough into the psychographics of their patients. Sarah Hardwick, CEO of Zenzi, will be speaking on this topic at the Healthcare Communicators of Oregon’s Fall Conference on November 13, 2015. She will also be previewing new research on the role of patient values in healthcare.
What can major brands learn from moms & pops? A lot, says this industry expert.
To forge a deep, emotional connection that turns customers into raving fans, you can’t be everything to everyone. You’ve got to risk turning some people off. That principle is especially true in values marketing. Here are 7 campaigns that do a great job of appealing to the inner values that drive purchase behavior. While they don’t all feature villains like Jaguar, they all have one thing in common: they speak directly to their audience in a powerful, polarizing way (and that’s actually a good thing).
We are looking for a few people to join our vibrant Zenzi family. Tired of the same old agency model? We’ve been shaking up the status quo for 12 years, and are actively seeking new trailblazers. Want to join us?
No worries if you have been ‘head down’ this week in projects. We’ve compiled a few recent articles to illustrate how shifting consumer values are driving change in the marketplace.
We’ve all seen them. They seem to be everywhere these days. Articles, advice, seminars, videos, and blog posts teaching us how to market to “Millennials”. Seemingly the holy grail of marketing audiences these days, Millennials are defined, generally-speaking, as the generation of individuals ranging from 18-37 years old, depending on who you ask. Because of the sheer multitude of Millennials (about 40-70 million, also varying by expert opinion), and their presumed purchasing power over the next several years, this group has become a prime target for many brands. Most companies are attempting to reduce this massive population segment into a single set of defining characteristics, including generalized information about millennial values, buying habits and preferred experiences.
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.