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Small Mindset Shift = Big Bottom Line Impact

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New Mindset New ResultsDid you know that ginger is a natural anti-inflammatory? I didn’t. Once I discovered the health benefits of ginger, I was determined to find a great new ginger-based recipe to try.

Imagine my delight when I stumbled across a recipe for Dirty P’s Garlic-Ginger Chicken Thighs.

Now, in order to get down and ‘Dirty’ with this recipe, you have to be willing to marinate the chicken for a long time. The more patient you are, the better the flavor. Marinating overnight, as opposed to an hour, makes the chicken incredibly succulent and really brings out the flavor of fresh ginger.

It’s sort of like marinating on what your customers really want.

When it comes to truly serving your customer’s needs, you want to do what works. But you also want to create a marketing strategy that’s fast, effective, and affordable.

In an effort to balance what your customers want with what you want, it can be very tempting to approach your marketing with a “quick and dirty” mindset – almost like trying to make ginger chicken in the microwave!

This approach often falls flat in comparison to a deep, data-based customer analysis. In order to build long-lasting customer loyalty and decrease your overall marketing spend, you must be willing to marinate on what your customers really want (and not just what you think they want).

This month on the blog, we’re taking a look at the 3 ingredients needed to engage your customer, create highly targeted marketing materials, and accurately predict your customer’s next purchase.

The first (and perhaps most important) step in this 3-part process is to shift your marketing mindset in order to discover what your customers truly want.

Let’s take a look at a real life example of this phenomenon…

A client of ours was experiencing declining retail sales with their female customer base. They were pouring thousands into marketing campaigns that featured young, hip clothing and accessories, and couldn’t figure out why their 27-35 female segment wasn’t responding to their efforts.

After some market research, we uncovered what the customer really wanted:

It turned out that in this particular city, women in this age group weren’t going out as much because most of them already had young children. In our client’s other markets, women in this age group were single or newlyweds, and they assumed this market was the same.

However, when looking at the data, it became clear that young 27 year-old moms in this market needed a different marketing message than the young 27 year-old singles in other markets.

That data gives us all the ingredients we need to take action and whip up the perfect marketing recipe for this particular customer segment.

But first we – you guessed it – need to marinate.

After discovering what their customers in this market really wanted (and what they didn’t need), our client had a wonderful “ah ha” moment. They realized that they didn’t know their customer as well as they thought they did.

Once they discovered this, and once they saw how a mindset shift was needed for all subsequent customer interactions, we were ready to create the perfect new-mom marinade: targeted marketing materials featuring clothing and accessories perfect for a young mom with a brand new family.

Whenever you do a deep dive into collected data, it’s important to marinate for a while before making a change. If your observations resonate profoundly after a few days, you can be sure it’s time to take targeted action. In doing so, you’ll be sure to see how flavorful and satisfying a properly-timed marinade can really be.

Are you ready to get down and dirty with your data? For a delectable garlic ginger chicken marinade, download Guy Fieri’s recipe for Dirty P’s Garlic-Ginger Chicken Thighs. To marinate on what makes your customers tick, and to predict who is likely to purchase next, contact Bonnie at (312) 463-1050 or by clicking here now.

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About the Author:

Bonnie Massa is Founder and President of Chicago-based Massa & Company, Inc. She works with companies and nonprofits to make the best use of their information about customers, partners, donors and sponsors. With more than 30 years of experience in marketing and predictive analytics, Bonnie is passionate about helping clients make informed, data-driven decisions to increase the value of their customer base. She works with organizations of all types to attract new customers and constituents, segment existing customers and analyze customer behavior to predict future behaviors. She speaks fluent “geek” and is an effective translator between business executives and technology experts. Bonnie currently serves as President of American Marketing Association Chicago Chapter, a volunteer position leading the best marketers in the city. She strongly believes that making pasta and ice cream from scratch are worth the effort, and she spends much of her free time testing and re-testing that theory.