Is your most desired consumer the one who actually pays?

This week we discuss whether your most desired consumer is the one who actually pays for your product and/or service? And, if not, have you defined messaging for those that actually consumer and those that foot the bill? The devil is the detail as they say.

Branding Before Breakfast Ep 135 Is your most desired consumer the one who actually pays?

Good morning. Today, I would like to talk to you about the difference between your most desired end consumer and the person who is actually going to pay for that product or service. And it’s really important that we take the time to think about because the devil is in the detail. When you’re thinking about your most desired end consumer, you’re thinking about what keeps them up at three in the morning, what is their strongest desire, what problem are you going to solve for them? how are you going to really emotionally connect? And that’s a really essential step.

But it’s also really important when you think about your brand communications to consider who is actually going to sign this off. Is it a parent? Is it senior management? Do they have different desires, different KPIs than who the end consumer is? if we’re thinking about a child versus a parent or a teenager versus a parent, what a teenager might care for, for example is very different to what the parent is thinking about. And so you need to make sure that you’re finding that balance in the appropriate channels to communicate with what that end-user needs, but also the person who is going to pay for the product or service.

Once you’ve defined that, you can map it out and understand where you should be really highlighting one key target audience over the other. Alright. So this morning, I would like you to go away and just have a think about when you’ve defined your target audiences, which camp do they sit in? Are they going to be using and consuming the product? Or are they going to be purchasing the product for someone else to use and consume. And in which case, what are those key messages that you need to talk to them about? Okay.

That’s it from me. It’s time for brekkie.

Jo Whelan

Written by: Jo Whelan
Published: November 30, 2022

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