Halloween hullabaloo delivers two key insights

Thanks to a range of opinions which were expressed on facebook in response to my question about views on Halloween, two marketing insights have emerged:

First, consumers are independent minded individuals and each brings their unique set of beliefs and experiences to a purchase decision. Marketing techniques do not manipulate individuals, because they already know their own minds.

Second, there is value in uncovering latent need what is the real requirement which is being satisfied?

Halloween and the shopping event that has grown around it in the last few decades ¬†in part is response to a desire for fun and group/community activity. It’s not just about needing items that look scary. It’s important to understand your customer’s underlying needs, which might be less obvious.


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