What a poll on hair care can teach us about marketing…

Last week in the community I asked a question about haircare - not because I'm starting a haircare brand! - but because I wanted to demonstrate how we/customers are making decisions and how we/business owners can use that information in our own marketing plans. 

The hair products I am currently using is a brand that I know, like and trust, and their new hair range was launched in hotels I was staying in long before it hit the public market.

I loved it so much (and I don't usually use hotel products) that I was on the preorder list ready to purchase the second the company announced retail was coming.

I have also bought conditioner and masks based on samples I have picked up in goody bags that I have tried and then loved.

Based on my own purchasing decisions, I would be putting money and effort into samples and trials to attract new customers.

But if I am selling a product, am I the only person whose buying habits I should understand?

In the poll, the question was 'why are you using the shampoo and conditioner that you do?'

40% - 22 respondents - said that their choice was reccomended by their hair salon. This tells me that many women prioritise expert advice when making purchasing decisions. 

23% - 12 women - said they used whatever is on special at the supermarket. This tells me that either $$ matter, shelf placement and price matters to be seen when they're looking on those shelves, or this is not a decision that they value highly.

Some said they chose for non-toxic, something that worked after searching for years, a product that was recommended by a friend, or they were given a sample. 

So based on my own purchasing decisions, giving out samples at an event would appeal to me - and that would work for those in the poll who said that used samples before buying.

BUT it might not actually work to get the sales I really want. This poll in our community tells me that if my target audience was these women in SOI, I would probably be better investing my time and money into hairdressers and salon owners so they could recommend my products. 

I'd also be wanting to know about where the 12% who said they read about their product were looking.

Don’t forget you can't please everyone. If you're selling shampoo, your ideal customer is not the 1% who said they make their own or the 1% that don't use shampoo and conditioner.

And remember what I said about the factors we value above? If 23% of women in my target group are considering price in the supermarket as a main factor for their purchase, I would suggest that they do not value haircare that uses non toxic, research based, NZ made, high quality brand recognition over price when it comes to haircare - so no matter what i put on my label or socials, they're probably not my target market. 

That’s not a judgement. It’s an acknowledgement that we all value different things and that is okay.

Just like the 40% above clearly really value a quality product so much that they use one based on their hair dressers advice, likely at salon premium prices.

Where are you marketing your products?

I've just popped up a new poll about reading so let's evaluate that one next week and see what we can learn!

Also, tell me know in the comments if this resonated with you!