BY Kathy Crosett
As you’re pitching your media space and digital marketing services, your clients usually want to know one thing: how to leverage consumer behavior to drive sales. Will consumers give your client’s products a try? Is there a specific message you can include in advertising that will generate a positive response?
Here’s what you should consider.
Leverage Consumer Behaviors to Drive Sales
You and your clients should be aware of broad consumer buying behavior as you discuss marketing and promotional strategies. Earlier this year, several research shops, including IBM, noted that “51% of [surveyed] respondents said that sustainability is even more important than it was 12 months ago.”
Yes, consumers care about the environment. But they don’t always know how to modify their purchasing habits to match their desire.
Taking Advantage of Broad Trends
Your clients can leverage consumer behavior by touting the steps they’re taking on the path to sustainability. But they should also remember that not all consumers feel the same commitment to the environment and sustainable commerce.
AudienceSCAN data reveals that environmental cause supporters are far more likely to be under the age of 45. These consumers have decades more to live on this planet and want to safely use resources like air and water.
Brandwatch analysts point out that thrifting is another popular trend as consumers feel squeezed financially. Don’t let your clients fall into the trap of thinking they have nothing to offer thrift-oriented consumers. Major retailers across the U.S. have set up used goods programs.
Whether it’s clothes or sporting equipment, consumers are being enticed to bring used goods into stores to get credits for a new purchase. And they feel better about their previous purchases not ending up in a landfill. Other consumers are happy to shop at retailers that are selling both new and used gear.
Targeting Consumers with the Right Media
Using your client’s marketing budget judiciously means doing consumer behavior research. For example, if you know that younger consumers have more interest in environmental initiatives, your clients will want to target them with unique messaging using the right media formats.
AudienceSCAN data shows that millennials are far more likely than all U.S. adults to take action after seeing an ad that plays before the video they want to watch. The same consumer behavior is true when they see streaming TV ads.
In this survey, “take action” is defined as clicking on a banner ad, doing an internet search, going to the advertiser's website, buying the product advertised, or calling/visiting the advertiser. These are all examples of how marketing influences consumer behavior. You can share these details with clients to support the media format you’re pitching.
Crafting a Message to Sway Consumer Behavior
In terms of messaging, Gen Z consumers are 34% more likely than all U.S. adults to strive toward the goal of being greener in the next year. What does this mean? Marketing messages that emphasize what your client is doing on the environmental front will resonate with them.
In a survey by Gapgemini, "77% of organizations said that their sustainability efforts increased customer loyalty, and 63% reported an uptick in revenue since implementing those sustainability approaches.” Your clients can benefit from this trend too.
When you apply consumer behavior analysis to your client’s marketing goals, you’ll be more effective at developing an impact message. For example, nearly 22% of consumers who are heavy loyalty card/app users are under the age of 35 according to AudienceSCAN data.
Touting a limited-time discount on a desired product to entice consumers to sign up for your client’s app will drive sales. Your client can increase the impact of their promotion by promising to make a donation for each app sign-up. Because younger consumers want personalized offers, your client could allow them to choose between three or four pre-selected nonprofit groups that are dedicated to preserving the environment.
Using the right tools and analyzing trends will allow you to help your clients leverage consumer behavior and drive sales.
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