One of the biggest mistakes a marketer can make is assuming that the person who consumes a product and the one who actually buys it are one and the same.
Infants don’t buy baby formula. Cats and dogs have very little say in the food their human companions choose for them. And most of the menswear sold today is purchased by female shoppers, not out of a desire to dress like a man, but because men don’t want to shop. In every category we have seen, at least some shoppers are not consumers (and not all consumers are shoppers, either!).
On whom should marketing campaigns be focused?
In spite of this truth, marketing campaigns continue to focus solely on influencing the consumer – with the notable exceptions of products for infants, children, and pets. As part of the 5-Step Total Marketing Model, we recognize that the consumer is the start of the chain reaction, because this individual ignites a path to purchase by communicating his or her desire to the shopper (the one who makes the purchase).
As marketers, we need to recognize that, quite frequently, the shopper and the consumer are two different people. By separating the entities, you can focus your message, creating desire in the consumer and making the product easily available and desirous to the shopper.
Look at soft drinks, for example. Kids want a drink that is fun and tasty. Mothers (the shoppers) want to give their children something tasty but the beverage must have some nutritional value. Each commands a unique marketing message. If you tell kids they should want to drink your juice because it’s good for them, they youngsters will certainly never ask for it. And if the message to the mom-shopper is all about fun, they’ll look for a more nutritional substitute.
Recognize who your consumer is. Profile the one who makes the purchase. Then craft the messages that will strike a chord with each.