Consumer Analysis for Marketing Collateral

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Southern New Hampshire University *

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20081

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Feb 20, 2024

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Consumer Analysis for Marketing Collateral Southern New Hampshire University MKT–20081-XH150 Targeting Customers 20DA08

Consumer Analysis for Marketing Collateral Consumer Analysis for Marketing Collateral  Describes the stages of the consumer buying process and explains how they relate to marketing collateral The consumer buying process can be broken down into different components that the consumer undergoes when attempting to make a purchase. These stages have the people go through steps when they make a conscious decision to learn about the options and buy a product for the first time. For instance, when a consumer makes the decision to buy a long-lasting product, they do not buy it frequently and this is called complex decision making. The consumer decision making process is as follows: Need recognition, Information researching and processing, identification and evaluation of alternatives, purchase decision, and post-purchase behavior. The recognition stage is where the individual identifies that he or she has a problem and needs to resolve it. In the same stage or in the situation we learn from our past experiences what will satisfy the need, but do not move on it until the need has been identified and act on it. Alanis Business Academy. (2012). After recognizing the need, will research to identify any alternate products, services, experiences, and outlets that will meet the need. This is the information researching stage. At this point the buyer is making the effort to search internal and external business, in order to identify and evaluate information sources related to certain buying decisions. In the evaluation of alternatives, the individual will evaluate different products or brands to deliver the best benefits the costumer is seeking. Here, the attitude of the costumer has a mayor impact and I influence the evaluation process. The purchase decision may be heavily influenced by two factors: negative feedback from another costumer and the way we want to take the feedback. However, the decision to make a purchase may also be attributed to the sudden loss of job or having to relocate. The final part of the buying process will be the post-purchase behavior where the customers will compare the products with their previous expectations and be eighter satisfied or dissatisfied. On the basis of being satisfied or dissatisfied, it is common for the customers to distribute their positive or negative feedback about the product their purchased. Euan Johnston. (2016). In order to influence the costumer, we need to market to them by using different types of marketing collateral. Marketing collateral is media that can be used to promote the company’s products or services, and this might include printed materials such as posters, flyers or digital content. Anything that can be used to promote is considered marketing collateral such as: Blog posts, Case Studies, Email signatures, landing pages, Newsletter, testimonials and reviews, sales, presentation, website, brochures and many more. Foleon. (2020). Furthermore, as the customers go through the steps of the buying process, marketers can develop ways to reach the costumer. Recognition – a marketers identify the problem the consumer needs and activate the problem recognition for the consumer to begin the purchasing process. Nest the information research involves the consumes researching what they want. When marketers understand which information sources their target consumers turn to during the search process, they can develop a promotion strategy and tactics that put their offerings and message into the search path. In the evaluation of alternatives, the consumer finds and compares the information about the problem he/she is trying to resolve. From the marketer’s perspective, understanding your target consumer’s evaluation criteria is critical. You need to demonstrate these qualities in order to be short-listed in the selection set. The purchase decision is when all other steps have taken place and the consumer has decided to procure an item. Marketers should look for opportunities to influence things in their favor at the point of purchase. Product pricing, labeling, and packaging can be hugely influential at this stage of the process. Product sampling, coupons, and rebates

Consumer Analysis for Marketing Collateral may also give an extra incentive to buy. Finally, Post purchase behavior is where all the behavior determinants take place before and during each purchase. Marketers can ensure delivery of a quality solution that will satisfy customers. Another step is to develop advertising and new- customer communications that stress the many positive attributes or confirm the popularity of the product. Lumen. (n.d.).  Describes the needs, interests/activities, and attitudes/values of each customer segment, identifying chosen location Self-employed and individuals are those who do not work for a specific employer, they earn income by contracting with a trade or business directly. The remote workers typically have the skills and experience, a positive attitude, and work by their selves or their teammates. Dave Anderson. (n.d.). The needs and the interests of the daytime costumers (self-employed and remote workers) are not a particular set. The interests expressed by this group range from controlling their own lives, choosing their own hours of employment, working with people that they like, rewarding themselves, and following their passion for what they do. Like any other employment, self-employment has its challenges and not everyone has what it takes to grow successfully. These individuals like to take control and make decisions, especially when it comes to their time as entrepreneurs. Java Been is offering a place where they can get those productive hours done with the atmosphere where they can feel relaxed and centered to complete the functions they have to do. Dave Edwards. (n.d.). Brownsville, Texas is a city in the Rio Grande Valley where the opportunities to open a new location for Java Been is perfect because of the community has a fascination in the art community. Furthermore, if we want to stand out we need to personalize marketing with personalized content, products, emails, and much more because research shows that 63% of consumers are annoyed with generic advertising, 80% say they will continue to do business if they offer personalized experiences, and 90% claim they find personalization appealing. Nidhi Dave. (2020). Brownsville strives to contribute to the art education and cultural enrichment of the community like Java Been does which makes it a perfect place to start. With this type of demographic, we would not need to much marketing, but word of mouth to identify Java Been as place to facilitate the choice to make this their primary gathering place since the community and Java Been share the same cultural spirit.  Explains the necessary cultural considerations to make effective marketing decisions for each customer segment Personal values have an impact in cultural considerations and influence the marketplace and consumption behaviors, it is obviously important for Java Been to take them into account when we identify and analyze the potential costumer segment. Brownsville, Texas is a multicultural city that encompasses 95% white, .6% Black African American, .3% American Indian, and Alaska Natives, .6% Asian, and 94% Hispanic. For both segments, we need to consider delivering the information in Spanish and in English as there are 99% Spanish speakers in this area. United States Census Bureau. (n.d.). The culture here is varied because Brownsville is the largest city in the Rio Grande Valley with a low cost of living and it is a fast-growing city. Both segments may not be too different form one another since they are heavily influenced by the same culture and the city is represented by 93% of the total population from Hispanic origin. However, we can make recommendations to target these audiences specifically. It is interesting to know that Brownsville has a young demographic where the medium age is 29, making them

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Consumer Analysis for Marketing Collateral 60% below 34 years of age. We can market to the segments from a year range of 25 thru 40 to encompass the year range. Java Been will need to keep its marketing relevant and what does that mean? We need to cater to the segments via social media, company website, infographics, YouTube videos and lots of pictures to capture the attention of this demographic. We can target the traditionalist older who don’t speak fluent English with flyers in Spanish and announcements over the radio and create an option in the company website to select “espanñol” as an option. With this said, the announcements should emphasize traditional Hispanic cultural values and traditions including food, family, and holidays, perfect environment Java Been offers. Those who are the second generation of Hispanics, have adopted English and a lot of US customs, but still appreciate respect and enjoy their culture, language and heritage. Lionbridge. (2019).  Explains how brand ideals are used to attract target consumers Java Been offers a place where the daytime consumers can feel free and relaxed, ready to do their work in a place that is soothing. The brand ideal that comes with Java Been is higher offers the evening crowd of artist, student studying groups, and those looking to enjoy a cultured night out on the town. Since Brownsville, offers demographic that is full of traditionalist and millennials self-employed and students, we can deliver the ideals of the brand in different ways. Downtown will be the place to embark in the journey of building the new Java café because that is near the University of the Rio Grande Valley (UTRGV). For those who do their work remotely, we can send email notification and use social media to attract them. The most active of all ethnic groups on social media sites are Hispanics adults, at 72%. Lionbridge. (2019). We can encourage those in social media to sign up for text alerts because Hispanic mobile phone owners are more likely to access the internet from their mobile device than those in an Anglo ethnic group – 40% vs. 34%. Furthermore, we can entice the students, remote workers, and the self-employed to download the app for Java Been because the Hispanic community is 1.5 times more like to buy and app and digital media. For the students who decide to go to Java Been, we can approach them by displaying flyers in their college campus for special events for the community and to offer special incentives during promotional nights of live band entertainment. Overall, the elicit behavior we want to offer in the community is that of family where everyone can come in and be part of the Java Been family and be part of the community itself. These ideals fall under the vision of Java where the owners take pride in their community, striving to provide a creative space with gourmet coffee, tantalizing baked goods, and music to inspire the artist's soul. Java Been already stands for the community, there for making an impression here, won’t require much effort, however, it will require to be consistent and relevant to customers in order to build recognition, credibility, trust, and ultimately loyalty. Lumen. (n.d.). Customers in this community will not second guess where they want to spend their time doing work, studying, hanging out at night or seeing a live band because Java Been as a Hispanic community, we share the same principles Java does. This will be the primary reason why both segments will be attracted to this place over any other.  Identifies and describes at least one principle of psychology or persuasion technique per customer segment, citing sources to support selection Most often than not, people use the consumer buying process without even realizing they are doing it. The obstacle will not be to bring in new customers, the question is, what can we do to keep them engaged and interested. The evening costumers who would frequent Java Been in the

Consumer Analysis for Marketing Collateral late hours of the day will be the artists, student study group, and those who enjoy a night out. We need to establish a common ground with these individuals in order for them to consider Java as their place of gather. People purchase products from the people they like, therefore we need to establish a good rapport with these potential customers. Free Wi-Fi, promotions for students, student discounts, “free coffee” as a limited option during certain times of the evening. For the artist and those looking to have a good time in the town, we can offer free items before the evening rush, VIP space within Java to focus on their work and so on. Influenceatwrok. (2012). In the interest of keeping the costumers engaged and interested in returning to Java time and time again it is important to make them aware that here, they will be received with a family friendly atmosphere. As stated, once we make people aware, we can use the principle of psychology of social proofing to keep new customers coming and maintain our current ones. In essence, people do make decision based on the behavior of others. Artists, students, self-employed, “night owls” are more likely to come to Java Been when they see others like them using and enjoying products from Java. They will see the positive reviews high number of people coming in, checking in in their social media, all make it potential for the customers to come in. Adespresso. (2020). Reciprocity means consumers often feel somewhat indebted to a company if the company gives them a product for free and we can leverage this. The early hours of the day can be crucial to have a successful day and by applying the reciprocity principle with the people who come in as self-employed and remote employees, we can have a small token of appreciation and hard work. Java focuses on coffee and food, therefore a small gourmet with the purchase of a coffee will be a simple incentive for the costumer to return. Adespresso. (2020).  Selects one type of marketing collateral for each customer segment, defending the decision with evidence from consumer analysis Using the right type of collateral with tailored messaging to new and existing customers will be important. We know that not every student or artist drink coffee, we know that not every person does this or listen to the music we will advertising or may not even like the food we provided, however for those that might or will, we can appeal to them. The remote and self- employed will be at their laptops, computers, cell phones as well as those in college, artist, many more. Today, we can reach every single one of them by their social media platforms, however, we need to have a balance between this social media marketing / collateral and traditional. Jennifer Bailey. (n.d.). One collateral we can use is the combination of flyers and social media for the college students and their study groups. Since most of the local artist reside within the university, this can be a twofold gain. We will target the college students and the artist by texting promotional items when they register with us. With the purchase of a coffee, they will receive a free gourmet and be given a flyer to pass out in their campus or community. Once again, this will create a twofold event for Java. Since the college students tend to spend about 8 hours of their day using social media, we can deliver consistently to them as well as the artist surrounding the area. The Banner. (2019). Self-employed individuals and remote works create networking groups and Java will be the perfect place to gather for these individuals. They also spend approximately 83% of their interactions navigation the internet and using social media platforms. The same approach can be used here where we can deliver promotion via text or email in order to create attraction amongst them. Blogs in twitter can be very helpful because to improve and drive the sales of special products in the café. Also, the people using the blogs can generate great ways for us to provide their positive perspective of Java Been as a place to gather.

Consumer Analysis for Marketing Collateral Alanis Business Academy. (2012). The Consumer Buying Process: How Consumers Make Product Purchase Decisions. https://www.youtube.com/watch?v=zPFeoNkZYGc Euan Johnston. (2016). 5 steps to understanding your customer’s buying process. https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-customers-buying- process Dave Edwards. (n.d.). 10 Benefits of Being Self-employed. https://www.lifehack.org/articles/work/10-benefits-being-self-employed.html Dave Anderson. (n.d.). The Qualities of a successful Remote Employee. https://recruiterbox.com/blog/the-qualities-of-a-successful-remote-employee Nidhi Dave. (2020). 42 Digital Marketing Trends You Can’t Ignore in 2020. https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/ United States Census Bureau. (n.d.). Quick Facts Brownsville city, Texas. https://www.census.gov/quickfacts/brownsvillecitytexas Lionbridge. (2019). 10 Best practices for marketing to Hispanic consumers. https://www.lionbridge.com/blog/global-marketing/10-best-practices-for-marketing-to-hispanic- consumers/?utm_medium=search-paid&utm_source=google&utm_campaign=dymanic-search- campaign&gclid=CjwKCAjwoc_8BRAcEiwAzJevte6Zhzwn_JMTgW4HwvhDoYuDxPAuw1B w-nOUoJdgxoIX-gkS6y3hqBoCrgIQAvD_BwE Lumen. (n.d.). Brand Positioning and Alignment. https://courses.lumenlearning.com/marketing- spring2016/chapter/reading-brand-positioning-and-alignment/ Adespresso. (2020). Marketing Psychology: 6 Principles that Influence Consumer Behavior. https://adespresso.com/blog/marketing-psychology-sell-more/ Influenceatwrok. (2012). Science of Persuasion. https://www.youtube.com/watch? v=cFdCzN7RYbw Jennifer Bailey. (n.d.). Digital marketing vs. traditional marketing. What’s the difference? https://99designs.com/blog/marketing-advertising/digital-marketing-vs-traditional-marketing/ The Banner. (2019). The Effects of social media and technology on college students. https://commons.marymount.edu/tbanner/2019/02/05/the-effects-of-social-media-and- technology-on-college-students/ Foleon. (2020). 19 Types of Marketing Collateral You Need Now. https://www.foleon.com/topics/19-types-of-marketing-collateral-you-need-now

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