On consumer modes:
People respond far better, purchase more often, and remain more loyal when marketers design campaigns that are targeted to their situations. Not to their personalities. Not to their preferences. And not necessarily to their past purchase behavior.
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A mode is a mindset and a set of behaviors that people get into temporarily
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The brands that understand consumer modes can effectively target the mode and support the buying process of anyone who is in that mode.
Seems a much better model than personas and funnels.
More from EMARKETER about tariffs but really about brand building in any economy:
as a brand you can no longer rely on undercutting your competition and tariffs only underscore that. You need to make sure that you have a loyal customer base or you’re trying to have a loyal customer base because you’re not going to be able to slash prices forever.
It used to be: better, faster, cheaper; pick 2
But faster and cheaper is pretty much impossible to achieve now, so you need to be better in some way.
One client (who owns their own factory) was told the worst case scenario for Trump’s Trade War (at the time) was a 33% price increase.
EMARKETER reports potential impacts like:
auto prices could rise as much as $12,000
&
an extra $3,300 or so to annual expenses for a family of four
&
43% of people are already seeing tariff related price increases
And of course tariffs beget tariffs.
Who knows where Trump’s Wheel of Trade War stops spinning, but consumers will pay.
Structured Serendipity
the promise of consistent, reliable delight
Consistent, reliable delivery of novel experiences, wrapped in the comfort and structure of expected experiences.
People want the surprise of the new rooted in the comfort of the familiar.