Dove Direct Print and Marketing Blog - "Marketing: Getting Back to the Basics"

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Marketing: Getting Back to the Basics," offers a viewpoint identifying how marketers may miss what matters most to consumers and why brand analyses fail to deliver crucial customer insights. Marketers, marketing strategists, and planners regularly ask consumers a bevy of questions of which most consumers will answer at least one. However, who's paying attention to the one question answered, and more importantly, what about the questions that were not answered?

Why the Basics Matter

People who select a book to read then jump to the end passages are more concerned with soaring to the pinnacle versus taking time to understand the developments and nuances along the way that support the ending. Similarly, modern marketing techniques and suppositions presented to consumers are more focused on getting the consumer to the ultimate sale versus ensuring that the marketing construct addresses what matters to the consumer.

Part of the issue may be that brands and marketers wrongfully assume that their product or service already meets the consumers most basic demand even before market research is available. Of course, brands can and do point to R&D and may be confident that the product they are offering meets the needs of any potential customer, and that the "why does it matter?" is already included.

For example, a brand may ask, "What do you look for most in kids backpacks, or how sturdy it is, or how many pockets, or is it bulletproof?" When the answers come back about colors, weight displacement, easy-to-carry, and friendly service, the marketing department acknowledges the feedback but discards the comments and asks, "What does any of that matter?" It would be easy to imagine the scowl and raised eyebrows from customers attempting to make sense of the question, "Why does that matter?" after they have provided essential feedback that matters from their viewpoint.

Pre-condition Motivations

Marketing automation, machine learning, artificial intelligence, and other automated marketing systems are all the buzz and driving discussions in the marketing world. However, most consumers care little about marketers motivations unless it improves their purchasing experience. When the fundamental question of why it matters to consumers is inclusive in a preconceived notion, the product has already passed the initial consumer smell test. However, that may be a recipe for frustration.

Preconditions are suppositions that consumers will purchase based on what the brand message conveys. Preconceived notions are an area where brands should revisit the fundamental viewpoints that shape how consumers answer questions. There are millions of examples of brand preconceived messaging that misses the "why it matters" mark.

One example involves a satellite television provider that is attempting to convince you that their signal has a 99.99% uptime when the reality is that the geographical area is known for constant rain and storm activity that interrupts the signal. Alternatively, a mobile cellular company may offer unlimited access when, in reality, the signal is weak in certain parts of the home. You get the idea. These are examples that illustrate marketing messages that have not gone far enough when considering the all-encompassing question, "What will matter to the consumer."

Back-End Data Analyses

The automotive industry relies heavily on post-purchase surveys, where the customer can offer more in-depth insights into what they like or dislike about a newly purchased vehicle. Regardless of the original marketing messaging, automotive brands tend to gain more insight into what matters to these consumers post-purchase.

In another example, a southeastern automotive dealer working with a new marketing agency, found themselves grappling with how to position the brand's luxury line against other competitive luxury brands. It was after reviewing customer surveys detailing past purchaser information, did they see what drivers of the brand were saying that mattered most to them.

What they learned was that previous automotive purchasers offered a completely different take on what was most important to them, from the price of the vehicle to more luxury appointments to engine performance. The marketers learned that driving a luxury brand based on performance was most essential and accoutrements secondary. As a result, the new marketing campaign, "Drive the Luxury, A New State of Mind" was born and out-performed all other competing dealer groups throughout the Southeast.

Time for All Marketers to Ladder Down

Great athletes, iconic musicians, accomplished entertainers, noteworthy authors, tech wizards, and any human being deemed GOAT status all share one thing in common. They all drilled downed and based their focus on what matters most to help them achieve success.

These iconic figures in each category did not start at the top of the success ladder; instead, they strove to dedicate themselves to their craft and put in the time, which usually begins at the bottom. Downward exploration is where the fundamentals and basic knowledge of dealing with the question," why does it matter?" come into play.

While every brand is subject to assessments, audits, labeling, delivery resources, ethical behavior, customer experience, effective platforms and the like, the results of these types of internal investigations tend to drive IT, HR and financial departments bonkers. Again, back to basics requires getting to the point of why any of it matters to the consumer.

The Net-Net

Brands from every category should be thinking about answering the most important fundamental or basic question of the day; "Why does that matter." We contend that brands will do better by letting go of preconceived notions when crafting marketing messages, and instead, take time to understand what matters to consumers, and place that mantra at the beginning of the marketing message. Thanks for reading "Marketing: Getting Back to the Basics."

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