Promo Insiders: How To Reach Your ‘Exact Right Customer’
Shawna Suckow, who will be speaking at ASI Chicago this July, shares tips for adding a human touch to marketing messages.
There’s so much noise in today’s media and marketing landscape. “The things that manage to get through to us are stories,” says Shawna Suckow, a globally recognized keynote speaker, author and founder of The Buyer Insider, a consultancy that helps organizations better understand and connect with modern customers.
In this episode of Promo Insiders, Suckow speaks with Counselor’s Theresa Hegel ahead of her ASI Show Chicago education sessions, explaining how to build trust, become unforgettable and use storytelling to connect with modern customers.
Suckow, a former corporate buyer, explains why smaller firms have an advantage, how distributors can identify their “exact right customer” and why personality, vulnerability and real human connection can help promo pros stand out from competitors selling similar products.
“What today’s customers, I think, are really longing for is connection,” Suckow says.
Register for ASI Show Chicago here.
Key Takeaways
• Shawna Suckow notes that marketing changed dramatically after COVID, but many large companies are still operating with outdated strategies.
• Smaller businesses can stand out by focusing on their “exact right customer” instead of trying to appeal to everyone.
• Promo distributors often sell products competitors can source, making personality and storytelling key differentiators.
• Customers are craving connection, and brands that feel more human are more likely to build trust.
• Professionalism has become more casual, but the right tone depends on the customer a company wants to reach.
• Suckow says attendees will leave ASI Chicago knowing who their exact right customer is and how to reach them.