Hey, it’s Eric! So today I want to cover something that I call the difference between “talking to your consumer” and “speaking for your consumer.” Now, talking to your consumer is telling them stuff that you think they want because it’s hot. And I’m talking about the non-GMO, the gluten-free, all the free from nonsense. I know this stuff is important, but I call it nonsense because no one’s really making sense of it for people. I mean let’s think about the deeper emotions that go along with wanting these sorts of things.
Let’s talk about gluten-free for instance. Let’s talk about the fact, speaking for your consumer would be having an understanding of every time they say, “oh I’m avoiding gluten,” or “I’m gluten-free,” getting the eye roll, right? It’s having the office manager order pizza for everybody and they forget you, or they say, “oh we got you salad,” oh woopty-freakin’-do, right? It’s tension that that need or that desire to be gluten-free creates that you could get to.
Maybe you’re a mom and you see all your mom friends buying these things for their kids and you just feel like you’d better go along with the role, right? You don’t even really understand what all this stuff is to begin with. So, there’s another point of tension that you could be linking up to in your marketing and really going deeper than just the “we’re non-GMO and gluten-free.”
So, what’s the takeaway? How do you do this? You do some homemade ethnographies. Now, what that means is you find a moderator, find somebody who knows
how to talk to consumers. Find just 10 people who buy your product, just 10 people, that’s it. Have the moderators spend a half day with each. Give them a hundred bucks for their time, they’ll be overjoyed. Talk about life, what are the problems, what are the opportunities, how do you just feel about life in general. Then talk about food, in general. Then talk about your category, in general. And then, and only then, talk about your particular brand or product. Find out where the tension lies with these people and then use that in your marketing to get above what everybody else is doing. When you’re doing something different people are gonna notice you and you’re gonna do better.
So, give it a shot. Give me a shout if you need some information about this. And, in the meantime, be digestible and thanks.