Reaching them When and Where it Matters
In my post from January 2nd, The Truth About the Omnishopper, I mentioned three ways in which you could work to make your product’s messaging feel good to the modern consumer. I’d like to clarify the first of these—reaching your customers when and where it matters—here, with further posts on the latter two to come shortly.
First of all, to say when and where implies that these are two fundamentally different concepts. This is not the case. When your customer is in the frame of mind to consider buying your product, knowing where they are is crucial. Conversely, if you know that your customer will be somewhere that engages their mindset such that they will be susceptible to your messages, then that is always the right time. The one does not exist without the other.
Once you realize this, it should be clear how knowing the right place and time to interact with your customers can help to make your product feel good to them. Don’t think of that right place and right time as a moment, but rather as an experience. Your job as a marketer is to integrate your brand’s messages with that experience to the best of your ability. Furthermore, by doing so, you should try to add value to that experience.
Think of Volkswagen’s Superbowl ad with the Darth Vader kid, or almost any Geico ad you have ever seen. These messages keep you entertained, engaged, and enrich your experience. As a result, you consume them as you would any other product. What you might not have considered about those commercials is that you don’t simply remember them because they are good, but also because they are happening at the right place and time. When you are watching a show, and a clever advertisement comes on, you will be more inclined to watch it, because you came to that show for entertainment. Anything else that is suitably entertaining will therefore give you the same value that you are looking for (during the Superbowl, people even expect to be entertained by advertiser content). Imagine the power of knowing how to become a part of your customers’ experience at any related point. Entertain when and where they want to be entertained, alert when and where they want to be alerted, educate when and where they want to be educated.
Of course, it is hard to predict when your customers are going to be receptive to your messages if you don’t know where they are, especially when being in a particular place puts them in the right state of mind. But looking for your customers doesn’t have to be complicated. In the pet industry, there is one clear focal point: the veterinary hospital. In this industry, every customer will, at some point or another, go through this one key point that also serves as the intersection of customers, experts (the veterinary health professionals), and vendors. If you can help to improve the experience for either the clients or the vets, you can, in turn, produce a better experience all around. By incorporating your product’s messages into this improved experience, you have made it feel good in the eyes of the customer.
About Pet Cause Media
Headquartered in Central Massachusetts, Pet Cause Media is the national leader for improving veterinary practice outcomes using data. Smart Outcomes™ is a portfolio of integrated client outreach technologies for veterinary offices that focus on just-in-time messaging. Veterinary staff are made aware of products, procedures and best practices to discuss with management, trainers and product reps. Pet owners, while in a “pet frame of mind”, are presented with contextually-relevant information to discuss with veterinary staff. Benefits include increased compliance, improved pet health outcomes, and elevated practice revenues. Visit PetCauseMedia.com for more details. Follow Pet Cause Media on Facebook and Twitter.