Create a Super Brand With 'Super Consumers'
Who are the true super heroes of your brand—the ones who drive the bulk of your sales and evangelize your products to others?
New research from The Cambridge Group, a part of Nielsen, shows that it’s not the top 20 percent. Rather, it’s the top 10 percent of consumers who are driving the lion’s share—up to 50 percent—of your profits.
This small, but passionate group of consumers, known as super consumers, regularly purchases more than the average consumer and is responsible for a bigger portion of your profits.
Often misunderstood and underutilized by brands, super consumers are found across categories including consumer packaged goods, retail, media, financial services, health care and education. They sit at the intersection of heavy users and highly involved consumers, which means they’re both emotionally and economically involved in the category, Eddie Yoon, principal, The Cambridge Group, said at Nielsen’s Consumer 360 conference.
Their emotional involvement in the category makes them highly receptive to innovations and offers because they tend to use the product or service more regularly. And that means they’re very attuned to its strengths and shortcomings.
Understanding the emotions of your brand’s super consumers can help explain past purchasing behavior and predict future need states and demands. Many brands rely on understanding behavior alone, but behaviors can change over time. Emotions are more enduring and are ultimately the driving force behind behavior. Research shows that super consumers are very responsive to marketing and new messages. They’re also willing to pay a premium price. So in that regard, tapping into their emotions can pay off big.
Capturing super consumers can elevate the role of your brand among other consumers and strengthen your portfolio strategy. Compared with the average consumer, super consumers are very knowledgeable about the category and are constantly looking for new products and solutions.
For example, super consumers of cheese products are always on the lookout for new recipes, applications and dinner options. They have made and re-made wine and cheese parties and nacho cheese dips 100 different ways. These consumers are vocal, and they know the strengths and pitfalls of your products and services—possibly even better than you do.
Brands can look to the digital and social space to hear unsolicited conversations around the category and engage these consumers, Yoon said. Taking advantage of this gold mine can help you refine messages and define new product offerings.
In a world of limited dollars, brands can maximize their returns by creating a super consumer-centric strategy. Here are three ways to get you headed in the right direction.
- Involve super consumers from the start, from creating to testing new innovations.
- Focus your marketing dollars on super consumers.
- Strengthen your distribution strategies to ensure that your super consumers have easy access to your product or service.
Refocusing your brand strategy around super consumers can open up new business opportunities, reinvigorate the product development strategy and maximize growth. It also allows brands to make quick, simple decisions that drive the brand forward.