1.
The SONCAS tool
When
you prepare an interview negotiation, it is necessary to know what
kind of persons you will meet and their purchase motivation. It
allows you to have knowledge about their needs, behaviors and what
they make us buy your products.
The
tool we used to use is the “SONCAS” which is a French acronym
for:
-
Sécurité = Sécurity
The
client needs to be reassured. He is looking for the utility of the
product and do not like the “gadget” aspect.
-
Orgueil = Pride
The
client needs to receive a positive image for his ego. The consumer
looks for an up-market product or a Unique Selling Proposition (USP).
-
Nouveauté = Novelty/Technology
The
customer needs innovation and really likes to own the latest
novelties and technologies.
-
Confort = Comfort
The
customer research physical or psychological comfort (in this case, it
can be closed to the security motivation).
-
Argent = Money
The
customer is looking for a very low price or the best price/quality
ratio.
-
Sympathie = Sympathy
The
customer needs a positive emotional feeling concerning a cause or
people. Indeed, the customers will be sensitive to the services
offered or the behaviors of the sales force. These kinds of customers
base their purchase on the relationship they have with the store and
employees.
This system was
invented to know what drives a person to buy good. This technique is
used by seller to find what a buyer is craving to make him buy the
product.
It can help us to
know what kinds of motivation can have the different consumers.
2. Seven
ways to develop customer tribes
We found an article
which proposes different types of market segmentation we can use to
empower your own tribe. We selected those which seemed useful and
relevant for our group.
- Passions
It is about a group
of customers who is already passionate about something and share this
common passion. They are interesting about a product if it
corresponds to what they like and what interest them.
Delivering content
that’s specific and relevant to that theme is a great way to
generate a bigger audience of others who are also passionate about
the subject.
- Generational Dynamics
Each generation has
specific wants, needs and value systems. So marketers and retailers
have to address them differently because these differences between
generations.
- Life Events
They are groups of
customer where synergy and passion are created around a specific life
event.
The key to selecting
a life event is to discover something that becomes part of how people
will define themselves as a result of going through the experience.
- Life Stage
All people go
through a series of life stages as they mature, and while they are in
each stage they have unique perspectives and needs based on the life
events that typically occur at each life stage.
- Product choices
We have to wonder
which products a customer is used to buy and has shown loyalty
toward. Typically, the product a customer buys tells you something
about him or her and gives insight into how you can add value to his
or her life.
How
social networks can allow us to gather information about the tribes?
In order to find a tool to discover a tribe, we had tried firstly to define this term. The website «yourdictionnary.com » gives this definition: ”(...) a group of people, or a community with similar values or interests, a group with a common ancestor, or a common leader.” So it's not about physical characteristics as age, sex but about values.
After this information, we realized the social media allow finding a lot of information on people interests and values. Indeed, on these websites people published what they think, what they like or dislike, so it is really interesting to have many information about the customers. And this gave us an idea of what are their interests and motivation.
It will be interesting to do research on what people talk about currently: which subjects, which trends? But how can we find it?
For instance on the social media Twitter you can find some example of tendencies in the left lower part. Indeed, you can see what the most popular topics are worldwide.
We
have also read on an article published in January 2014 on the French
website ”Le Parisien”, that the social media Facebook will also
use this service which highlight the most popular subjects.
Also on social media as Facebook or Twitter you can find some groups or pages about some really different subjects that people can join. These allow gathering people to one subject. Thus, we thought that it will be interesting to do researches on the most popular groups/pages on these social media.
For instance the website Statista gives the most popular Facebook pages in September 2014.
These tools will give us some information about the trends, the people interests and so allow us to discover some tribes of customers.
Sources:
Emma & Florian
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