It’s important as a marketer to try and gain more leads and prospects, but you should never lose sight of your end consumer. An end consumer is someone who has actually purchased your product or service. Repeat customers are just as valuable as new ones. If they’re happy and keep coming back, they may even start referring new customers to your business. This is why it’s vital to connect with your end consumers and continue to keep them engaged. You don’t want anyone getting bored and giving up on your brand, so you need to find a way to give consistent value to your customers.
If you’re struggling with connecting with your end consumers, you’re in luck. We recently interviewed Jeff Kallil, who gave us a lot of useful information on how you can continue to grow with your existing customers. His insights as a marketer are all you need to bring a spark back into your relationship with your audience.
In today’s Rediscover Marketing article, we’ll put a focus on how you can connect with your end consumers, but there will also be insights for gaining new leads. You’ll get advice on everything from adaptation to data review.
Jeff Kallil is the VP of Marketing for Convivial Brands. Convivial is a family of brands, and they are currently operating with five businesses. One of the companies that Convivial works with is Design Design, a stationary greeting card, and gift wrap business. There is also Style Life, an online lifestyle boutique and direct sales opportunity so people can start their own mini businesses. TABLEAU is a lifestyle brand focused on tabletop and textiles, Verdant Graphics is a manufacturing and printing company, and Convivial also represents an events venue called The High Five Grand Rapids.
When discussing what Jeff is proud of his team for achieving this past year, he gave us the three words: agility, adaptability, and adjustment. He told us that there are things they’ve adjusted to because they’ve had to put on hold their events venue. They pivoted to telling their story and building relationships.
What Jeff’s team did was dive deep into understanding who their consumers were, understanding where the market was going to go while also serving the best they can to their current customers who needed their product to maintain their business. They were very successful at adapting and doing this, but things are looking at moving back to normality. As soon as stores allowed merchandisers to go back, things started picking back up. Slowly, but surely. It’s now at a place where it’s looking pretty solid, but it took them many months of adapting to get there.
One big piece of advice that Jeff gave us was that you’re missing a huge opportunity if you’re not connecting with your end consumers. He found that the personification of brands is what really opened up his eyes and allowed him to do this. Bringing awareness to what you do based on your passions has been an evident pull, not only to grow your business from a consumer standpoint but also from a talent and trust standpoint. People want to know what’s behind the machine, and Jeff has found it’s evident that those who have relationships built have it better off.
Below are some tips to follow if you want to connect more with your customers:
Jeff and his team have a more unconventional approach to data review. When asked if he has put together a successful review process, he told us he has, but in regard to products. What he was looking at specifically at the time was the lifecycle of paper products, which is the main brand with Design Design.
In general, Jeff and his team analyze voice copy, design aesthetics, and how the sales are between types of grocery, types of boutique, and types of larger big-box chains. The analysis that Jeff thinks is really relevant currently is looking at what people are saying in forums online, images people are pinning on Pinterest, and other things relevant to the end consumer. Although his team’s data review hasn’t been formalized presently, he looks at sales figures and figures out what is working in his campaign and what isn’t, and then adjusting from there.
Although Jeff doesn’t rely purely on data for his marketing, we wanted his opinion on what he thinks about the amount of data that advertisers get given daily. He told us that he doesn’t think it’s a problem because it’s contradicting what we as a human race are saying we want. We say we want it simpler and faster, but we also don’t want anyone knowing anything about us. The truth is, the moment you open up a browser, you aren’t secure anymore.
With his opinion on data security, there was no surprise that Jeff told us he feels secure sharing his own data but only with the proper expectations. He knows that it’s likely not everyone is utilizing the data about him properly. However, he does like the idea that he could be adding to a statistic that could be essential to a global approach. If other people are telling stories about you or your brand online, it’s Jeff’s opinion, that it’s his own responsibility to articulate the truth so as to cut through the noise.
As we started to wrap up, Jeff gave us his last few views that focused on marketing planning. He told us that if you don’t have a lot of access to data, you need to do your own research and look at what people care about surrounding your offering. You must then market to the consumer based on what the value you can add is. Utilize your ability to create a customer-centric approach and do it with empathy and compassion—that’s the key.
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