Brain Driven Brands
Episode: Marketers - Don’t Think About WHO, Think About WHEN
Host: Sarah Levinger
Co-Host: Nate Lagos
Release Date: November 5, 2024
Introduction
In this insightful episode of Brain Driven Brands, host Sarah Levinger engages in a candid conversation with co-host Nate Lagos about evolving marketing strategies. The focal point of their discussion centers on shifting the traditional marketing emphasis from identifying "who" the customer is to understanding "when" the customer is ready to make a purchase. This episode delves deep into the psychological and contextual factors that influence consumer behavior, offering actionable insights for e-commerce brands aiming to enhance their marketing efficacy.
1. The Pressure of Q4 Marketing
[00:03]
Sarah and Nate open the episode by sharing their personal struggles during the fourth quarter (Q4), a period typically marked by heightened marketing activities and sales targets.
- Nate: “Living the dream, which is code for drowning at work and not sleeping well.” [00:15]
- Sarah: “I didn’t want to work so bad that I just laid on my floor for a good hour.” [00:21]
They discuss the stress associated with Q4, highlighting how the intensified workload and heightened expectations can lead to burnout and decreased productivity.
2. Introducing the Concept: "When" Over "Who"
Sarah introduces an emerging marketing concept inspired by Richard Shotton’s work, emphasizing the importance of timing ("when") over demographic targeting ("who").
[02:43]
- Sarah: “We talk way too much in marketing about who the customer is … What we need to be talking about is when.”
[02:53]
- Nate: “That's not out of all the question words. That's not the one I thought you were going to say.”
This paradigm shift suggests that understanding the specific moments or contexts when consumers are ready to make a purchase can be more effective than traditional demographic or psychographic profiling.
3. Behavioral Science Insights
The conversation delves into behavioral science, discussing tools and studies that analyze subconscious responses to advertising.
[05:01]
Sarah references Gerald Zaltman’s ZMET (Zaltman Metaphor Elicitation Technique), which scans subconscious reactions to advertisements.
- Sarah: “One of the examples they brought up was this woman was looking at Tylenol advertisements … she said, cake represents nurturing.”
This example illustrates how consumers associate products with deep emotional meanings that vary based on context. The same product can evoke different emotions depending on the situation, such as purchasing for oneself versus buying for a family member.
4. Practical Applications for E-commerce Brands
Sarah and Nate explore how brands can apply the "when" concept to tailor their marketing strategies effectively.
[10:04]
- Nate: “It's not my job to persuade every blue collar guy … My job is to create content that speaks to those kind of guys when the time is right for them.”
They discuss strategies for identifying and targeting the optimal moments when customers are most receptive to purchasing, such as significant life events (e.g., promotions, weddings) or seasonal peaks (e.g., Father's Day, Christmas).
[12:10]
- Sarah: “If you were to track the industries closest to your when, you could accurately predict when these guys were going to purchase …”
This involves leveraging data to understand industry-specific timelines and personal milestones that trigger buying decisions, allowing for more precise and effective marketing campaigns.
5. Challenges in Implementing the "When" Strategy
The hosts acknowledge the complexities and uncertainties involved in adopting a "when"-focused marketing approach.
[15:11]
- Sarah: “Consumption behavior then isn't really attached to any one thing … it's attached to situation, context, and heightened emotions that are often times infrequent and also temporary.”
They highlight the difficulty in predicting unique, personal moments that lead to purchases, questioning whether brands are merely capitalizing on serendipitous moments or genuinely understanding and anticipating consumer needs.
[16:36]
- Nate: “For most products, it's an infrequent moment in their life … They're going to pull the trigger on it.”
The infrequency and variability of these moments present a significant challenge in maintaining consistent marketing effectiveness.
6. Leveraging Data for Predictive Marketing
To navigate these challenges, Sarah suggests utilizing data analytics to forecast purchasing opportunities based on industry trends and consumer behavior patterns.
[12:10]
- Sarah: “Props to you. ... You could get data from literally just government websites … you could track promotions at work … marriages …”
By analyzing data from reliable sources, brands can identify patterns and predict when customers are likely to make purchases, enabling timely and relevant marketing interventions.
[18:25]
- Nate: “The when thing is interesting … Go right when. … even if you just spend half an hour brainstorming it, you will unlock so much better ideas for content and copy and offers.”
This proactive approach allows brands to align their marketing efforts with the optimal moments in a customer’s purchasing journey, enhancing engagement and conversion rates.
7. Conclusion and Final Thoughts
In wrapping up, Sarah and Nate reflect on the profound implications of the "when" strategy for modern marketing.
[17:10]
- Sarah: “Nobody's gonna like this episode. It’s a depressing episode, but I'm learning so incredibly much about this when idea.”
They acknowledge the complexity of consumer behavior but remain optimistic about the potential of this approach to revolutionize marketing strategies.
[18:40]
- Sarah: “When … the when idea.”
[18:44]
- Nate: “When. … You have to already. That's great. Go right when.”
The episode underscores the necessity for marketers to adopt a more nuanced understanding of consumer timing, advocating for data-driven approaches to identify and act upon the critical moments that drive purchasing decisions.
Key Takeaways
- Shift Focus to Timing: Understanding "when" consumers are ready to buy can be more impactful than traditional "who" demographics.
- Emotional Context Matters: Purchases are often driven by situational contexts and emotions rather than logical decisions.
- Leverage Data Analytics: Utilize industry and behavioral data to predict optimal marketing moments.
- Personalization Challenges: Identifying unique buying moments is complex but essential for effective marketing.
- Actionable Strategies: Align marketing campaigns with significant life events and seasonal trends to enhance relevance and engagement.
Notable Quotes
- Sarah (02:53): “What we need to be talking about is when.”
- Nate (05:05): “That's super interesting because there are definitely patterns in my life …”
- Sarah (12:10): “You could track promotions at work … you could track specifically, like, marriages …”
- Nate (18:25): “The when thing is interesting … You will unlock so much better ideas for content and copy and offers.”
Further Information
For more insights and detailed discussions, listeners are encouraged to follow Sarah Levinger and Nate Lagos through their respective podcasts and social media channels. Nate also recommends his alternate podcast, Tactical and Practical, for additional practical marketing strategies.
This summary is crafted to provide a comprehensive overview of the episode's main discussions and insights, making it valuable for listeners and marketers alike who seek to enhance their understanding of advanced neuromarketing strategies.