“Consumers want to feel better about themselves (Self-Image), escape from life’s stress and have fun, if just for a while (Entertain) and be treated nicely (Pamper).” – Brian Gracon
In the midst of the most-recent recession, why couldn’t you find a parking place at the mall on a weekend or get into a good restaurant without waiting for hours? Why were there waiting lines at the spa and coffee shop? Why were cosmetic counters, theme parks and tattoo parlors so busy?
In this podcast interview, Krisz Rokk and award-winning business consultant Brian Gracon use best practices from recession-proof companies to discuss buying triggers and habits of today’s consumer.
Brian Gracon has over 20 years of award-winning experience helping businesses increase revenues and profits through better marketing and selling strategies and through skill development.
Past clients include international leaders in retail, beverages, banking, auto parts distribution, energy, and flooring.
Brian is s also a speaker and LinkedIn blogger and manages the LinkedIn group “Increase Retail Sales: Training and Meconomics®”.
In the Interview:
02:26 – How much money and how are people spending their money during a recession?
05:22 – There’s a customer who believes “I deserve it”…
06:28 – What is it about your marketing that identifies and appeals to a consumer or a business’ client self-image?
09:25 – When a new Apple iPhone comes out – it’s never about the features.
13:13 – It has to be a solid strategy and a solid slogan; repetition is valuable in the marketplace.
13:33 – Managing your cash flow
15:55 – Buying habits have gotten stronger starting with the recession and reinforced ever since…
17:00 – Everybody likes to be treated well
22:30 – All these three lenses self-image, entertain and pamper are emotional buying habits
24:00 – Small business success story
27:50 – Why it’s important to have harmony across your marketing, selling and business management
Key Takeaways – Buying Triggers and Why They Matter
1. Recession-proof companies were doing one or more essential things that appeal to consumer buying habits:
1) They were appealing to a customer self-image or helping them create a self-image.
2) They were providing some measure of entertainment or entertainment message.
3) And they were allowing people to pamper themselves.
2. Meconomics touches on three consumer touch points:
- Marketing => Why should people buy from you?
- Selling => What process do you use to conduct the transaction? and
- Business Management => Who do you put in place to operate those processes?
This is unique about the book because it uses one umbrella strategy “Meconomics” and addresses all of those three business areas that are consumer touch points.
3. The nuance in Business-to-Business (B2B) when it comes to entertain is “Give me a simple, low-stress process. Don’t complicate things for me”.
4. Brand alignment, simplicity and low-stress processes, and custom solutions are three lenses in the B2B context.
People and Resources Mentioned
- Meconomics 101: 16 Ways to Improve your Marketing, Selling and Business Management for Today’s Consumers – Available on Amazon
Where to Connect with Brian Gracon
Furthermore, you can order his book entitled “Meconomics 101: 16 Ways to Improve your Marketing, Selling and Business Management for Today’s Consumers” on Amazon and Barnes & Noble.
Where to listen and download
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