Sunday, December 18, 2011

Most buying is mechanistic and most marketing is practical

Seth Godin's Blog talks about in more depth, but he makes a point that most selling these days is about selling us a switch. To a different brand, more or less the same as the one we have been using so far:

He notes (it's a US example) that almost none of us buy Campbell's soup for the first time. We buy is because our mothers did. Aussies could substitute Liptons tea, maybe, or Meadow Lea.

Most of the buying we do is pretty mechanistic. We know the black tea, or the margarine category. And I think marketers often kid themselves that asserting different "brand added values" makes that big a difference. It's a switch, and many longitudinal consumer purchase surveys show that - in the long run - most households buy most of the brands in a product category.

I was talking the other day with a person who said that in highly commoditised product categories (eg Mt Franklin vs Frantelle bottled water) there is no room for a marketer to do their magic. Allow me to disagree. It's just that "the magic" is not quite what you think it is.

With this (and much consumers goods marketing) I would agree with prof Byron Sharp, that it's about managing physical and mental availability.

And once we get over sense of loss that tends to come with realising that, the world of being a marketer looks more exciting. IMHO.

- Posted using BlogPress from my iPad

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