| | The word “deal”goes much deeper for shoppers. It is a way to shop for some and a social deflector for others. A deal can be pennies in one category and hundreds of dollars in others. By honing in on the truth behind the different definitions for a deal we are able to understand shopper attitudes and behaviors to better market to them. Below are six different lenses to view a deal. [...] It is the eve of National Thaw day,and many Americans like myself are wondering where they are going to buy their turkey. Some people will just go to their regular grocer and purchase their 18-pound tom turkey. Others are looking for the best deal they can get and grocers are obliging. [...] Thinking through a consumer’s path to purchase a lot lately. Usually it starts with the funnel conversation. You know the funnel is a spiral,dead or in some cases a Yellow Brick Road (see Making the Purchase Funnel Fixation Personal). To be honest I am tired with the funnel debate. It seems to have turned into some zealous endeavor to find the next consumer thing —like digital people incessantly talking about Web 3.0. Okay,enough of the funnel. [...] While we could micro-analyze each digital experience we need to take a macro view the online experience. We need to stop assessing a brand/consumer presence by one destination or domain (e.g. facebook,website,YouTube Channel). This is so 2003. The online brand presence should be measured as an aggregate of all content,all experiences,all conversations. [...] I received an email today inviting me to try a new crispy chicken taco via facebook. However,getting the coupon seems to be a little loco (their words,not mine). [...] As marketers we advertise to induce change. A change in brand choice. Getting people to rethink their brand selection is about motivating them away from what they do today. Getting them to take a different path —a new path. The question is are we talking to the Elephant or the Rider? [...] On the first Monday of March I received an email from Nabisco. The email was an invitation to become a fan of Nabisco Cookies on facebook. Actually it was more than an invitation —it was a fan bribe. Nabisco is offering free cookies,sort of,if I become a fan. The email made me wonder how well bribes work. Secondly,if someone does join based on a bribe,how much of a fan of the brand are they? [...] Right now mobile apps listed are rather impersonal,and a bit pushy. Pushing coupons to the phone. Pushing prices to the phone. Pushing reviews to the phone. We need to be a little less pushy,and take a more empathetic view of the shopper. Make it more about them. Make it personal. [...] An email synched up with the pending storm is clever,stands out,and the coupon is useful for many. Although the email by itself is not a grand strategy,sometimes the little “cool”things stand out,differentiate our brand,and are worth talking about. [...] Cyber Monday is about the deal,getting a jump on holiday shopping,and for some people avoiding a little work. With a projected 68 million hitting cyberspace,it makes you wonder if it may also be a social opportunity. Like Cyber Monday,Black Friday is about the deals too,and for many a social experience too —normally hitting the malls with a friend or family member. So why not Cyber Monday? [...] | |