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Meeting people where they are isn’t just a theory or hypothesis; it’s proven effective by a number of different brands that embrace this consumer-centric way of thinking. A better understanding of consumers allows brands to move from being transactional businesses to being businesses consumers trust and support, fueling deeper loyalty and sustained connection over time.
Today there are plenty of brands out there that say they’re all about the consumer. But to say it and to be it are two entirely different things.
It’s easy in principle
Which is why it’s become so prevalent. The challenge and opportunity to be a brand of action that delivers sits with the practice, not the principle. Ultimately, without the consumer as the central figure in the marketing ecosystem, we have to question: if not for them, then for who?
In examining a number of different brands, there are patterns that illustrate how these brands go from strategic vision to concept development to marketplace activation:
- Understanding the consumer. Not superficially as demographic data points but having true deep knowledge of who they are.
- Having a clear understanding of the brand’s value proposition.
- Identifying the intersection between the brand and their consumer.
- Observing the broader world and picking up on cues. Read the room, the overall consumer marketplace and current events.
- Defining attributes based on the building blocks above to serve as a core pillar for the brand to build from and connect with the consumer.
Brands spotted in the wild
For brands that are looking for a place to start or for use cases on how this comes to life, the following is an all too short and entirely non-exhaustive set of brand examples spotted in the wild that have shown proof of concept in meeting people where they are across product, price, place and promotion. It intentionally spans industries and audiences because this concept is meant to be universally applied.
Providing the best drive-up experience: Target
Target understands that for any number of consumer-behavior-oriented reasons, ranging from pandemic safety to time-strapped shoppers or parents with kiddos in car seats, the ability to offer a seamless curbside option expertly woven into its app experience creates ease, simplicity and a dopamine rush of checking something off the list for the consumer. Center of the bullseye.
The popularity of its Drive Up offering has led to recent expansions, including adding Starbucks to your order and the soon-to-launch Returns feature. According to Mark Schindele, Target’s evp and chief stores officer, “Our journey to expand our fulfillment options starts with making it easier for our guests to shop with us.”
Attributes: Convenience, Simplicity, Ease.
Serving up comfort entertainment: HBO
HBO recognizes Sunday Scaries are all too real and a lot of people dread Sunday night with anxious anticipation for Monday. How do they meet people where they are?
They flip the script. HBO makes Sunday their premier programming block by featuring award-winning shows like The White Lotus, The Last of Us and Succession to deliver much-needed escape, entertainment and social connection.
HBO has been so successful at this that, for decades, HBO has owned Sunday night programming. At a point during the early 2000s (think peak Sex and the City, The Sopranos), the network was so synonymous with the day that they briefly had a Marketing slogan: “Sunday is…HBO.”
The business validation comes in many forms, ranging from trending social stickiness to skyrocketing ratings, even when in competition with tentpole events—The Last of Us brought in a series record 8.2 million viewers when it aired in competition with The Oscars. Viewers look forward to a new episode of these shows all week, and the “can’t miss or be plagued by spoilers” angst is so high, it’s one of the only streamers that have cracked the code on how to set up a calendar block in an age of on-demand, always available content.
Attributes: Immersion, Escapism, Social, Entertaining.
Staying reliable: Costco
Costco has committed to keeping the price of their beloved hot dog and soda combo at $1.50 because, at a time when everything else is getting more expensive, Costco believes you should still be able to get a quick meal at an affordable price. What might seem like something small or inconsequential is actually a statement.
Costco is known for a lot of things (free samples, anyone?), but most of all, it’s known for affordable, low-cost prices. What they’ve done in proclaiming the price of this hot dog will stay is really an acknowledgment that it won’t put the revenue-generating burden on its consumer, who chooses to shop with them because they are price-right.
Last summer, Costco prided itself on a member retention rate of about 93%. Looks like their approach to meeting people where they are is paying off.
Attributes: Comfort, Consistency, Reliability.
No hidden fees, no problem: Airbnb
Airbnb travelers were frustrated by fees they felt were not well disclosed when they booked their travel accommodations, sending their total price much higher than what they had expected. Airbnb then released a new feature, Total Price Display, that prioritized total price over nightly price in their search algorithm so that it’s simpler and clearer than ever to see your pre-tax total.
The decisive action, consumer-right solution, and clear communication all reinforce Airbnb’s approach to meeting people where they are.
Attributes: Transparency, Trust, Ease.
Opting out of irrelevant occasions: Etsy
Etsy knows that not everyone celebrates every holiday and that some holidays can be difficult. Rather than blast emails and deals for every cultural moment, they offer consumers an opportunity to opt out of communication around holidays like Valentine’s Day or Mother’s Day, in an effort to show consumers they get it and will adapt to suit their needs.
Optionality as a form of personalization is a strong way to connect with consumers and by design confirms this brand is listening.
Attributes: Empathy, Relatability, Compassion.
Capturing the (real) moment: Google
Google Pixel 7 took a simple human gripe and turned it into a creative masterpiece.
There is nothing more frustrating than a photo bomb of any kind ruining what would otherwise be a perfect shot. They designed technology within the product that lets you remove anything from your picture that gets in the way, presented in a commercial that is entirely relatable and humorous.
As stated by Doja Cat, one of the celebrities featured in the campaign creative, “Pictures capture life. Just like life, pictures can be blurry. With Pixel’s new Photo Unblur feature, you can clean up a messy picture. Now, if Google could create the same button for life, that would be great.” Acknowledging that truth and building around that? That’s what it means to meet people where they are.
Attributes: Humor, Relatability, Functionality.
Tuning into TikTok: Chipotle
The Fajita Quesadilla is here and it’s because Chipotle listens to its consumers on TikTok, which is where the socially-forward brand finds it best to connect with one of its core audiences. What started as a secret menu hack has turned into a proper menu offering, credited to two creators who sparked the idea.
Chipotle menu hacks have garnered five billion views on TikTok and rather than dismiss that data point, Chipotle maximized the opportunity to connect with their audience and meet them where they are.
Attributes: Fun, Playful, Tangible.
Creating safe spaces: Pinterest
Pinterest is deeply aware of how burnt out and distraught people are over the toxic and harmful nature of social media. While their platform is technically social, they’re more anti-social media, offering a safe space for positivity, inspiration and engagement.
The brand has built safety features into their product, established a Creator Code and created a communications platform and campaign advocating for more social media safety across the industry. They recently launched a new set of features around protecting teens on their platform noting, “Teens have told us that they come to Pinterest to plan and manifest their futures without the fear of being judged. We believe it is important to protect this experience on the platform. That includes safety, of course, because it’s impossible to feel inspired if you don’t feel safe.”
As Pinterest continues to work towards greater internet safety, they continue to understand what it will take for consumers to feel safe, seen and inspired.
Attributes: Comfort, Sanctuary, Protection.
All roads lead back to the consumer
Whether it’s journey mapping, product development, messaging or any myriad of ways in which you inject consumer-centricity across the marketing ecosystem, there will be a rising tide across all aspects of your business and brand when you lead by meeting people where they are. The key to success is to be precise and focused in both the strategy and the execution with a solution that is genuinely consumer-oriented.
