Often, marketing professionals talk about the target customer. Who he/she is and what it consumes. However, we also need to understand the buyer's behavior and what influences his or her decision to buy. Who buys your product? How can you use the customer information to raise the brand effectively?
In ‘How Brands Grow?’, Byron Sharp details why these are key conditions a brand needs to fulfil to be considered for purchase. How is mental availability created? What are the roles of category entry points and brand distinctive assets in generating demand? What do we need to take into consideration when setting the distribution strategy and what truly matters for shoppers?
Most of the time, shoppers go shopping having a precise purpose - a shopping mission. This toolkit will teach you the elements of this mission, its connection with each store type, planned and unplanned shopping, and the importance of knowing when our brand is bought.
Our recommendation on how to approach learning and how to integrate the new insights into your daily job.
A guide to run interviews on the shopping mission, mental and physical availability. To have a clear picture of the above elements, we need insights from the buyers. This module contains practical information on preparation, interviewing, and summarizing interviews, which you can use immediately. Get ready to listen and learn the shoppers' opinion on your category and brand.
Bonus: Buyer Interview Guide
Brand & trade marketing specialists
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