Who are you really marketing to?

Posted by Jeremy L. Knauff

Maybe you’ve noticed while grocery shopping that the cereal is displayed the same way in every grocery store. The healthier cereals are on the middle and top shelves, and the sugar-laden, marshmallow filled cereals occupy the bottom shelves.

This is no coincidence; the strategy is to put the products directly in front of those that they appeal to most. The healthier cereals are at eye level for most adults while the colorfully packaged sweet-tasting cereals sit conveniently within easy reach of small children. If you’ve ever been in a public setting with a small child who wants something, you know how persuasive they can be.

The “decision maker” may not always be the person who makes the purchasing decision. Do you know who your decision maker is? Are you reaching them?

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