So, why do Franklin’s top customers come back time and again? Is it taste? Convenience? The health factor? Zenzi’s findings show individuals prioritizing Pleasure and Security, over other values types, are the strongest customers of Franklin’s, and those that fall into the former are its strongest opportunity.
Franklin’s ideal customers—Pleasure Seekers—are primarily motivated by sharing fun times with friends and family, creating memorable experiences and enjoying a product that evokes the taste of movie-theater popcorn. While competitors focus on the functional benefits of their popcorn, for those that love Franklin, it’s all about creating memories and sharing great taste with family and friends. Pleasure Seekers, in particular, pose a good market, as many established brands are already going after individuals motivated by divergent values.
According to Zenzi’s data, Pleasure Seekers tend to listen to their gut and spend more freely. They are more likely to buy experiences versus material items and are less concerned with fair trade products and companies. They also love sharing experiences online. From photos to stories and special offers, they share often and freely via social media and product review sites.
“Certainly, we could emphasize any number of benefits about Franklin’s—that it’s made in America, healthy, organic, non-GMO—but the Values Marketing survey from Zenzi helped us to hone in to the fact that its overwhelmingly about flavor, good times and great taste for our key customers, and that will influence all of our marketing efforts going forward,” said Tal Moore, Founder & CEO of Franklin’s.