Most of us have been children, or parents, or observers of parents and so think we know how parents think and behave, and what motivates them.
This would seem to make marketing to parents quite straightforward.
Except the marketing needed for what we know, as opposed to what we think we know, can be quite different.
As examples, our recent research found that what is seen as “normal” for some groups of parents is:
* Spending $2,500 to take a child to a one day dancing contest in another State.
* Working second jobs so they can afford private school fees.
* Giving up coffee with friends, to save the money for food.
* Travelling for a year in a small caravan with their children, so the children can see and experience Australia.
* Buying everything from eBay, for the cheaper prices.
* Borrowing to build extra bedrooms so each child can have their own 75 inch TV in their own room (keeps the peace, apparently).
The behaviours from parents in these groups are different to those of other parents in other groups.
And, depending on the numbers of people in such motivational groups, the behaviours could have markedly different spending, saving, shopping, travel and café culture practices.
Hence, even with groups of people apparently as similar as parents, we need to be sure in our knowledge, so our marketing is relevant and targeted.
Just thinking we know is not now a sufficient base for effective marketing, whether to parents or any other types of customers.
Now, to strengthen your marketing effectiveness with your own customers and prospects, you need to understand their motivations (and how big each different motivational group is) so you can sell more, more effectively.
If you would like to know more about identifying motivations, groups and group sizes of customers and prospects, please call or email Philip Derham. Use the “Contact us” tab to contact him.