Consumer Mindsets Matter: Understanding the Why Behind the Buy

By developing a mindset-based marketing strategy, businesses can better resonate with their audiences and increase consumer loyalty.

It’s important to consider consumer mindsets on a consistent basis.  Along with price and quality, people also care about convenience, comfort, ethics, sustainability and shared values.¹ Following are steps to identify what connects with customers:

Perform consumer research:

  • Know your target audience – focus groups offer insights into how consumers act, think, and feel.
  • Big and first-party data* can help identify what people find valuable, where they live, how they work and play, what voice will resonate with them, etc.

Revisit strategies regularly:

  • Cultural and economic factors change and can impact audience mindsets.
  • Reassess your strategies and remain flexible – quick to understand, think, devise, etc.

Live out values:

  • Communicate your values to customers and live them out daily.
  • Demonstrate good core values from top to bottom.

Inspire long-term loyalty:

  • Connect with consumers on an emotional level – know their interests, motivations, etc. – which positively affects your bottom line.
  • Develop long-term strategies, which help create sustainable growth and customer loyalty that compounds over time.²

By developing a mindset-based marketing strategy, businesses can better resonate with their audiences and increase consumer loyalty.

 

*Big data:  a combination of structured, semi-structured and unstructured data collected by organizations. (searchdatamanagement.techtarget.com).  First-party:  data that your company has collected directly from your audience – made up of customers, site visitors and social media followers. (blog.hupspot.com)

Source:  Media Post-The Marketing Daily, reported by Kim Lawton; ¹5W Public Relations; ²Get Off the Marketing Crash Diet and Think Long-Term, reported by Jeff Graham