Artículos en Inglés
Getting to know the Consumer
Translated by: Isabel Nasser.
A successful brand is always accompanied by a satisfied customer. Do we know who is consuming our products and services? If we are in the process of building our company, have we defined our ideal client?
According to Kevin Roberts, one of the tips that the brands that successfully become lovemarks, or “loved by their consumer brands,” follow is to understand what the consumer wants and needs, responding positively to the question: why will they believe in me? Deciphering the minds of potential customers is not an easy task, but the road is rewarding for brands when they achieve to be on the top of heart of the people. According to the Zorraquino portal “the Brands that are in the top of heart are those that occupy a position privileged in the affection of the public.”
Knowing the customer is an activity that is beyond knowing what their marital status, gender, age and place of residence is. Now a days, it is more important to understand motivators of purchase, feelings that are generated by making use of my product, moments of consumption, social groups and references that influence my target, culture to which it belongs, trends they follow, among others. Only this way will we not only have a demographic profile (which is also important), but a more complete psychographic radiography.
It is important to remember that the only truth lies with the consumer; the value and connotations that this client associated our brand with will end up building it, and defining it. If our company wants to know if the brand is “cool” it is sufficient enough to consult with users to respond to the question. Once we have mapped how our potential client thinks and feels, we will act more rightly and will maximize the resources of the company.
Currently there are various tools and methods that can bring us to the heart of our users. The brand diagnosis and research are our powerful allies, since they enable us to abandon the desk job to make a fieldwork. Traditionally we have learned to get the data and relevant statistics of our clients through quantitative methodology: face to face surveys, polls, observation with specific metrics, among others; and the information related to the tastes and preferences we extract them from qualitative methodology: depth interviews, Focus Groups, non-participant observation, hidden client, among others. Now, it is important to determine our client type (personal or organizational) to come up with the most suitable research methodology.
In short, a brand is successful when it detects the hidden need in the consumer to satisfy it with an ideal product and/or service. Also, this discovery is linked with a communications strategy that captures the thinking of our target segment. In this regard, it is important to understand how our target market talks, thinks and feels in order to convert these insights into successful advertisements and marketing techniqes; as well as distribution strategies and appropriate prices.
Finally, getting to know the consumer allows managers of any brand (consumer, exclusive, intensive and industrial), to do a better job of marketing and sales. The decisions that are generated regarding our key segment, have an impact in all departments of our company determining the success or failure of it.