Nov 8, 2018
Today my guest is Michael Solomon. Michael “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books, including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world.
Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand that’s accomplished by a deeper connection with their customers.
Michael’s mantra is: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear, financial services and e-commerce, retailing, sports and transportation on marketing strategies to make them more consumer-centric. He is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.
In this week’s show, Michael and I fight to get heard over an electric drill, I ask why companies continue to focus on new customer acquisition rather than on growing relationships with their existing customers and I find out how to best connect with a post-modern consumer.
Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter Gamble, Campbell’s), retailing (H&M), sports (Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.
As a Professor of Marketing (in the Haub School of Business at Saint Joseph’s University in Philadelphia) and an industry consultant, Michael Solomon combines cutting-edge academic theory with actionable real-world strategies. He helps managers get inside the heads of their customers so they can anticipate and satisfy their deepest and most pressing needs – today and tomorrow. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”
Michael is passionate about the extraordinary world of the ordinary consumer. He brings humour and arresting visuals to his keynotes to show how everyday behaviours are much more meaningful than you thought – and an essential pathway to grabbing the attention and loyalty of your customers.
Recorded: 24th September 2018