Lessons on B2B marketing from a forest walk
My wife and I, on the rare occasions where we manage to get out a walk in the woodlands near where we live, like to play a game. It’s called “See how many people you pass who’ll say hello or even acknowledge your existence.”
It’s a passive-aggressive way of making ourselves feel like well-adjusted, friendly and reasonable people, and looking down our noses at all the ignorant oafs who blithely wander past us and don’t say hello.
The founding principle of this game is that it’s nice to be nice and aren’t we nice, darling? Yes, darling, we’re very nice. We are Good People. Three cheers for us.
So I went out for a quick wander at lunchtime the other day, having spent the morning staring intently at my computer screen working on something quite challenging. Time for a quick restorative walk in the fresh air. Lovely. Ooh, and while I’m out I’ll have a quick game of “See how many people you pass who’ll say hello or even acknowledge your existence.”
Like many leisure activities with one’s other half, though, doing it on one’s own isn’t quite as rewarding.
And then it struck me.
Why on earth would any of these people say hello to me anyway? I am a random stranger. I probably look like a bit of a weirdo with a shaved head and big ginger beard and tattoos and stompy boots.
Who knows what other important matters are occupying their minds on their own restorative walks? Some with their dogs, some on their own, some with pals, wives, husbands, and what not.
In the grand scheme of the world, where inflation is rising, covid is persistently present, war is on our doorstep, mental health issues are rife, work is stressful and unpredictable, children need raising, bills need paying, food needs buying… the question became not why AREN’T these people saying hello to me; but why the hell WOULD they? I am so insignificant in their lives as to be virtually invisible.
If one was to translate this into the marketing world, you could take this a bit further. You could split the ‘passers-by market’ into several distinct groups:
1. The Disinterested Loner
2. The Besotted Couple
3. The Young Team
4. The Cheerful Elders
5. The Grumpy Elders
6. The Intense Exercisers
7. The Reluctant Dog Walker
8. The Happy Chappies
There are definitely a few more besides, but let’s take a look at these in a bit more detail.
1. The Disinterested Loner
Usually out for the solace of the walk, escaping from the world, work and weans (children, for the benefit of my international audience. ‘Weans’ is just more alliteratively pleasing). The 40-minute peace and stillness of contemplation is the most valuable thing to them right now.
What do they want? Peace, perfect peace.
Should you bother them? Hell no.
2. The Besotted Couple
Usually sub-35 and not yet or recently married, this pair only have eyes for each other. If the forest itself holds any allure beyond its natural beauty, it’s certainly not about your chat.
What do they want? To drown in each other’s eyes / breach decency laws in a handy thicket of trees.
Should you bother them? Say hello, by all means, but they may or may not even be aware of your existence.
3. The Young Team
A walk in the woods offers the opportunity for these under-18s to talk away from parental ears, enjoying the feeling of liberation and distance from the shackles of authority. Several sub-groups exist, often split along musical or socio-economic divides, and differing customs and practices tend to accompany these sub-groups. Expect a behavioural mix of hushed conversation, cursing, drinking, smoking / vaping, play fighting and loud talking / laughing. Oh, and they’ll all have their faces glued to a mobile phone.
What do they want? Seclusion, cover and freedom.
Should you bother them? Attempting engagement is usually fruitless or results in brutal piss-taking.
4. The Cheerful Elders
Margaret and Ian out for a walk to stretch their legs and enjoy the freedom and liberty retirement has brought them. In their late 60s / mid 70s and in decent health, they value nice things like the odd glass of wine and a meal out. They love the natural beauty of the woods and enjoy seeing others taking in their local surroundings.
What do they want? To enjoy the world around them.
Should you bother them? Absolutely, they love a chat, especially if you have kids they can fuss over.
5. The Grumpy Elders
Elaine and Gordon, out for a walk because their too-old-to-be-living-in-the-house kids are driving them nuts and they hate their neighbours. Younger than they look, they take a very negative view of the world and most people in it, but actually what they want is the peace to remember why they got married in the first place.
What do they want? To escape the chaos of normal life.
Should you bother them? Not if you like having teeth.
6. The Intense Exercisers
Head-to-toe in Under Armour or Nike running gear, with lime green and neon orange Asics trail shoes and calf length compression socks, these people are usually past you so quickly you won’t have time to say hello. You can spot the real hardcore members of this group by the CamelBak hydration backpack.
What do they want? To set a new average mile PB.
Should you bother them? Some might say hello, but most will be too deep in the zone.
7. The Reluctant Dog Walker
Some in this group share characteristics with the Disinterested Loner, but accompanied by Benji the cockapoo their kids badgered them into buying during lockdown. Usually alone, they don’t really want to talk but the damn dog insists on sniffing every crotch it passes. However, some RDWs will welcome the chance to talk to someone for whom picking up faeces is not a requirement of the deal.
What do they want? To walk more than 100 yards without stopping.
Should you bother them? They’re often a captive audience, so if your chat is good then they might be happy to have a brief natter.
8. The Happy Chappies
The opposite of the Disinterested Loners, and sometimes one half of the Cheerful Elders, the Happy Chappies love the walk, the fresh air, trees and wildlife, and the chance to engage with their species. By nature positive and open, this group welcomes conversation and new experiences, believing that it enriches their lives and being.
What do they want? To experience new things and make the most of every day.
Should you bother them? Yes, just be prepared for a minimum five minute engagement.
Having analysed my audience thus, my perspective has utterly changed. Before I assumed everyone else was rude, mean and awkward. And yeah, that may actually be the case. So why would I waste my time and theirs by trying to make them do something they don’t want to do? I was expecting the whole equation to be entirely about me, and completely ignored their perspective. Doesn’t that make me the asshole? Yup.
The examples above might be a bit flippant, but they’re based on my genuine observations of the ‘market’. Ideally I would then go and make these more robust with some proper audience research, but then I’d definitely just be a weird guy in the forest. However, what it very clearly demonstrates is that some parts of the market aren’t right for me. In fact, it’s pretty clear where I should be focusing my time and effort – the Cheerful Elders and the Happy Chappies. I can pretty much ignore the rest, for now at least.
I assume you can see where I’m going with this. So often we see B2B marketing which makes the assumption the market is open and receptive to whatever product or service we’re selling, without having made the effort to really understand how the audience sees it.
The thinking, in my experience, is that there isn’t time, budget or resource to work through this detail. But doing it will make the actual campaign work so much more effective and, importantly, cost-effective.
Now, where did I put Benji’s lead...
