How to Reach Presumers (Pre-Consumers)

 

We have all heard the expression that the customer is always right, and in our current market, the consumer is more in control now than at any time in our history.  Expectations are running at an all-time high as consumers want the best, they want it now and first, and they want a real, human connection, too.

The demand for consumers to be in charge of their purchasing decisions has driven a new phenomenon – consumers are now PRESUMERS.  Rather than waiting for a product to be developed, attending the launch and making an order, consumers are now TELLING companies what products they want, helping to design them, and via crowdsourcing and rampant self-entrepreneurship are doing it for themselves and circumventing traditional methods altogether.

This appeals to a key element of human nature.  We love to get the first look at something – the sneak peek, the insider insight, the first look and PRESUMERS love nothing more than getting involved with, pushing, funding, and promoting products and services before they are available.

So what are the key factors driving this trend towards PRESUMERS?

According to Trendwatching, the five drivers converting consumers into presumers are:

1. FIRSTISM: More, faster, better, special, now

While the desire for something new is, well… nothing new, what is different is how consumers now seek to make purchases and shop in the future tense.  By helping to develop products that are not available yet, they are literally consuming their own future.

2. STORIES: Great story, great status

Having what is new, before it is even available, is all about bragging rights and status for the consumer, so, naturally, being a presumer is the ultimate in consumers showing off. Getting something before everyone else, in fact being involved in developing a new product is the ultimate consumer brag, perfect for sharing via tweet, post, status update and other social media forms.

3. BELONGING – Come together, right now

Being part of the creation of something new gives presumers a sense of belonging to a special and unique club, and given them a a sense of community.  It gives them a bedded-down tie-in with the brand, and with the other consumers who are fellow-advocates.  This investment is likely to have longevity too, as they can become brand disciples potentially for life.

4. OFF = ON – Online is offline is online…

Presumers want the same feeling of ‘special’ they get from their online interactions with brands as they do in a traditional retail setting and the in-store ‘pre-launch’ is the perfect vehicle for this.  They get excellent customer service, they get the new, but it is still ‘in store’.

5. NEW PLATFORMS: Disrupted funding, making and selling

DIY has taken on a whole new life in the world of the presumer.  Platforms such as crowdsourcing have created a new ‘make it yourself’ phenomenon leading to a whole new generation of startup entrepreneurs who are quite literally creating new companies in their bedrooms.  To reinforce the financial power of this trend, it is expected in the USA alone, this trend will raise USD 2.8 billion this year.

So what is the takeaway from this?  It is worthwhile remembering that as consumers become more educated, more mobile and more web-savvy every day, more and more consumers will become PRESUMERS.  And if you don’t give them what they want, now more than ever, they are just as likely to get out there and create it for themselves!


Yours in PR

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