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Listen "Episode 1: Gingernut Biscuits"
Episode Synopsis
British biscuit consumption in the UK is the highest in the world. That’s right: We are world-leading at eating biscuits. Citizens of Norwich eat 650 biscuits a year more than citizens of any other UK city.
Biscuits are bought by 99.1% of all UK households. The majority of ginger nuts are bought by the over-55s. For youngsters, the most popular brand is Oreos.
Gingernut biscuits first went on sale in the UK in the 1840s. Gingernuts were the bestselling biscuits of Huntley and Palmers from 1933 to World War II.
With those stats out of the way, what I now want to do is to work out the who. So, what I did was pick up the phone and call some people who I happened to think might eat gingernut biscuits.
Listen in and find out what I heard and what lessons we can take away as when it comes to homing in on our ideal buyer.
Key Highlights
[00:29] Fast facts about the UK biscuit sector
[01:44] Snippets from our conversations with gingernut biscuit fans
[02:31] Tips for acquiring data on why people buy
[03:12] Insights on gingernut biscuit eaters gleaned from forums
[04:55] Takeaways from our findings
[06:38] Recommended resources
[45:23] The “all show, no go” syndrome
Powerful Quotes by George
Just by having a conversation with people, you can learn so much about why they buy.
This is a dead-simple tip: If you don’t want to talk to people—you’re not quite confident about speaking to complete strangers—then head straight for the internet. There is a wealth of insight available to you.
A common mistake is, when you ask somebody who your customers are, they say, “Everyone. Everyone buys from us.” I’m not sure if that’s entirely true. But even if it is, you run into the danger of having a really, really bland message that appeals to everyone and not someone. The more defined you can be about your customers, the easier your life becomes when you’re trying to talk to them because you’re talking to them as a person.
Resources Mentioned:
This is Marketing by Seth Godin
We’d love to hear from you! Drop us a line on [email protected]
Biscuits are bought by 99.1% of all UK households. The majority of ginger nuts are bought by the over-55s. For youngsters, the most popular brand is Oreos.
Gingernut biscuits first went on sale in the UK in the 1840s. Gingernuts were the bestselling biscuits of Huntley and Palmers from 1933 to World War II.
With those stats out of the way, what I now want to do is to work out the who. So, what I did was pick up the phone and call some people who I happened to think might eat gingernut biscuits.
Listen in and find out what I heard and what lessons we can take away as when it comes to homing in on our ideal buyer.
Key Highlights
[00:29] Fast facts about the UK biscuit sector
[01:44] Snippets from our conversations with gingernut biscuit fans
[02:31] Tips for acquiring data on why people buy
[03:12] Insights on gingernut biscuit eaters gleaned from forums
[04:55] Takeaways from our findings
[06:38] Recommended resources
[45:23] The “all show, no go” syndrome
Powerful Quotes by George
Just by having a conversation with people, you can learn so much about why they buy.
This is a dead-simple tip: If you don’t want to talk to people—you’re not quite confident about speaking to complete strangers—then head straight for the internet. There is a wealth of insight available to you.
A common mistake is, when you ask somebody who your customers are, they say, “Everyone. Everyone buys from us.” I’m not sure if that’s entirely true. But even if it is, you run into the danger of having a really, really bland message that appeals to everyone and not someone. The more defined you can be about your customers, the easier your life becomes when you’re trying to talk to them because you’re talking to them as a person.
Resources Mentioned:
This is Marketing by Seth Godin
We’d love to hear from you! Drop us a line on [email protected]
More episodes of the podcast The Audience Detective
Episode 3: John West Tuna
04/12/2021
Episode 2: Warburtons Bread
18/05/2021
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