Impulse purchases are just a story we tell ourselves.
Stewart Hillhouse, Head of Growth at Customer Camp, joins the show to tell us why. He explains: it’s actually a series of experiences that ultimately trigger customers to purchase. And in the end, “impulse purchase” is the excuse given in the event a purchase doesn’t work out.
Stew and I also discuss:
- Measuring success of his podcast
- What to know about Jobs To Be Done (JTBD) customer interviews
- How content fits into Customer Camps’ marketing strategy
- And some little-known facts about trees. Yes, trees.
Show Notes
0:54 - Stew shares how he made his switch from a career in forestry to a career in marketing.
4:17 - Podcasting as a form of networking.
5:01 - How Stew came to the decision to study forestry in college (and some bonus fun facts!).
9:20 - Stew talks about his role as Head of Audience Growth at Customer Camp, and the way that job title came to be.
14:33 - Customer Camp gives their clients concrete and actionable steps to improve their marketing campaigns.
18:29 - Conducting customer interviews. Why the buyer’s full journey is important in learning new insights on your product or service.
24:41 - Is there such a thing as an impulse buy? (See Stew’s Twitter thread)
29:42 - Stew takes us through his thought process behind his last major purchase.
33:04 - What Stew has learned from his last major purchase and whether his original need for the purchase was met.
35:03 - How content fits into the overall marketing strategy at Customer Camp.
39:41 - Measuring podcast success - why it’s essentially different depending on the type of podcast you’re creating.
43:38 - The future of marketing; with everything today being so screen-focused, what evolutions will we see in the upcoming years?
Links:
Customer Camp (0:30)
OLIPOP (0:42)
Venture for Canada Program (2:39)
Charboys (16:31)
Stewart’s Twitter thread (24:41)
Peloton (25:53)
Stew’s takeaways from interview with Amanda (26:47)
WHOOP (32:19)
Imperfect Foods (38:34)
Top of Mind with Stewart Hillhouse (39:44)
Customer Show (39:46)
Connect with Stewart Hillhouse:
https://stewarthillhouse.com/
https://customercamp.co/
https://twitter.com/stew_hillhouse
Growth Machine & Amanda Natividad:
https://growthmachine.com/
https://twitter.com/growthmachine__
https://twitter.com/amandanat
