Machete Innovation to Jungle Growth
The Maverick Builder
3. Who are the targets pre-listings vs. at time of sale?
It may seem obvious to you, but let's look again. I want to take a retail example to make a point.
In many cases, the consumer is not the shopper:
Think of a mom. Could be your mom.
A loving mom who wants to please a teenage son. She is going to buy energy drinks for her young, thirsty teenage son. Why, because he needs the extra energy to compete in the athletic arena. It is important to him and she not only believes it, but she wants to take care of her child.
Communications (advertising & marketing) can introduce the brand to both the mom and her son, motivate the son and lead the mom to the category in her favorite store, while convincing her that "G" is the only brand to buy.
Side Note: What a great job the marketing guru's have done with Gatorade. The teenage buyers today use the letter"G" meaning gangster (cool). The dress, the bling, the shoes, etc. The marketers were on their game and captured this market for least 3 to 5 years. Gatorade is the new "G". Drink up!
Back to the line. "The consumer is not the shopper."
The Sales and Marketing campaign requires insights about the mom, the son, the brand and the retailer. It requires an understanding of barriers and bonds to trial and to purchase. Finally, one must uncover where and when to best reach the mom and the son, which is most likely in different places and at different times.
Break this down to:
•· the pre-listing client
•· the buyer client
•· the real estate agent
You need to have insight on each one.
Your main focus may be on the Real Estate Agent but there may also be an area of development of your brand for the client. Within your brand the opportunity exists to capture the client.
By finding the separation and learning where the decision is made you will be well on your way from Machete Innovation to Jungle Growth.
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