Your Consumer is (Much) Less Aware Than You Are

Moving in to a new category has been fascinating. I’m learning things at a million miles an hour and applying principles I stand by to a new vertical (puns if you know Pit Boss’s line up).

But today’s post revolves around an anecdote about RTDs - specifically Surfside’s Ice Teas.

Yes, here I am still talking about the drinks business. But this is as much a call to the beverage industry as it is a reminder to anyone in marketing and building a brand in any category.

Most people are less aware of industry dynamics than you might think. And much less aware of brands than you are.

Recently we were bowling after a planning meeting (did I mention I love my new job?) and RTDs and seltzers came up. One co worker mentioned Surfside’s Iced Tea to another. He’d never heard of it.

My first thought: HOW? News of the brand’s impressive growth has been ALL OVER my LinkedIn feed for quite a while now.

The next thought: Oh. MY LinkedIn feed.

We moved on (it was my turn to bowl), but I thought about it again later on my drive home.

It is so easy for people within the industry to think everyone sees things the way we’ve trained ourselves to view it. I still scan back bars and grocery shelves.

I also slowly walk the aisles of the hardware store my husband has dragged me to (okay, okay I go willingly because now it’s a chance to lift lids).

But most consumers don’t.

They don’t know every brand available, and they don’t do extensive research comparing their options. It’s especially true in fast moving CPG, but it’s still true to some extent in larger consumer goods like grills (more so at lower price points, but sometimes you just need a way to grill a hot dog for the 4th of July).

It’s easy within an industry to think everyone pays as much attention as much as you. Chances are, they don’t.

So be clear, concise, and CONSTANT in your messaging. I’d bet the 8th time you say something is the first time a consumer has seen it.

P.S. / Fun Fact! Today’s my birthday!! And if you’d like to help me celebrate, feel free to buy a copy of The Merch Blueprint or pass the link along to someone who might appreciate it! I’m almost 25% to the sales goal I arbitrarily set for myself but am now determined to meet!