How stupid do they think marketers are? — New Media and Marketing

QUICK READ: Some marketing reports issued online assume that brand marketers are stupid. The latest one is a report from Profitero which is an embarrassment.

Some companies should not issue market research reports. The latest one is Profitero which issued a report called “ The Cheating Consumer “. Among their findings “when the products a consumer loves become unavailable, they don’t sit around and do nothing or go without. They look elsewhere, seeking any product they can find that will get the job done. This kind of switching & substitution can cost retailers and brands millions of dollars in lost sales”. Really? Ya think?

Here is one of their top findings:

Brand loyalty is up for grabs: Brands must fight hard to retain shoppers because consumers won’t hesitate to switch products when their favorites are out of stock. The rate of consumers switching from their traditionally bought brands (typically large brands) grew by 75% to as high as 127% between January and April.

Let’s look at this a little closer. First, it really depends on the product. Someone who really likes DiGiorno pizza is not necessarily going to pay the money to try and a new brand that will disappoint them. On the other hand, consumers may not see a real difference between boxes of pasta and opt for store brands.

Then there is this nugget:

Out of stocks are making big brands invisible on the digital shelf, and smaller brands are moving in for the kill. A search for “toilet paper” in January revealed the long tail (i.e., niche brands and new challenger brands) captured 8% and by March it had jumped to 51%.

Uh did they ever think that people need toilet paper and it doesn’t really matter what brand it is?

One aspect of branding is that you can’t make generalizations about product categories. Frozen pizza is different than ice cream which is different from breads.

The most basic element of ANY brand promise is how that product performs/tastes. Some brands are great at that promise others are losing share to store brands because consumers don’t see a difference.

This report is a waste of printer ink…

Originally published at on June 24, 2020.




Marketing leader with over 20 years of online and offline award winning experience valued by clients

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

What You Need to Know Before You Start Blogging to Make Money


Create & Cultivate Seattle recap

LinkedIn Prospecting: How to Get New Leads and Expand Your Funnel

LinkedIn automation

What You Need to Know About Copywriting for Product Pages

The Upside to Search Engine Optimization Services

Search Engine Optimization Services

Internal Linking Above The Fold

Content is Fire & Social Media is Gasoline

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Richard A Meyer

Richard A Meyer

Marketing leader with over 20 years of online and offline award winning experience valued by clients

More from Medium

Easter in Spain— pointy hats and big floats

The Eigen Brand

We Joined the Etsy Sellers Strike — This Is What Happened

Stupid Baby Gear We Have Been Duped Into Buying

Baby in yellow dress surrounded by baby care products