Primal Shopper: Unlocking Shopper DNA to Power Your Marketing
The nature of shopping seems very random – like shopper journeys intertwined in a retail chaos. The reality is our shopping behaviors are quite orderly, consistent, and predictable. Shoppers have innate motivations driving their decision making – think of it like a Shopper DNA. Hosted by Eric Bowe, the author of Primal Shopper, this podcast focuses on the primal motivations driving our shopper behaviors and how to apply this knowledge to improve your marketing.The audience for this podcast are marketers, entrepreneurs, and anyone who is interested in why we shop the way we do.
Episode 5: The Marketing Dating Funnel: Who owns the relationship?
In this episode, I have some fun talking about the traditional marketing funnel and how it relates to dating. Over my career I used the dating analogy many times to describe what is happening within marketing (and how you shouldn’t date shoppers like you’re a desperate brand). To illustrate this concept, I talk about different funnels in four product categories: automotive, mobile phone, grocery, and restaurants; and possible solutions to move shoppers through the funnel.
Episode 4: Super Bowl Aftermath: The $5 Million Movement Question
A lot has been written about the like-ability Super Bowl commercials often ranking the commercials based on viewer popularity. What hasn’t been discussed is the impact of these ads on business. That’s the subject of this podcast. I will discuss the effectiveness of different commercials based on their ability to move mind: · Did the commercial move people to think differently about the brand? · Did the commercial move the shopper closer to purchase? · Or was the commercial ineffective and just white noise? In the podcast, I will evaluate Super Bowl commercials based on a Movement Matrix. The matrix evaluates marketing based on whether it moved people attitudinally to think differently about the brand and move shoppers behaviorally or closer to purchase. Optimally, if the commercial does both it would be considered breakthrough and have an impact on business. If the commercial is unable to either, it would be considered white noise. I conclude the episode by discussing five diff...
Episode 3: A New Year’s Resolution: Use Marketing to Change the Shopper’s Stripes
Every year many people make a New Year’s resolution. Most people are unable to keep their resolution. Why do we fail? Well, we fail to understand the core motivation fueling the habit. This fact is also true for shoppers. Many marketers fail to alter a shopper’s habits, because the are unable to pinpoint their core desire. This podcast is about changing your shopper’s stripes through marketing. I will cover three topics in the podcast: What is the true cost to change our stripes? I will discuss New Year’s Resolutions and the primary reason many of us fail to keep them. It’s not about a resolution, it’s about creating a habit. The key to keeping a resolution is about creating a new habit. I will talk about habit creation based on insights from Charles Duhigg’s book The Power of Habit. Can you change a shopper’s stripes with your marketing? I dedicated most of the podcast to discuss the ability to change a Shopper’s DNA. To move a shopper from their preferred DNA to a differe...
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