NextGen on Elevate Springfield with Ellie Ferriell: Consumer Behavior

Summary

In this episode of Next Gen on Elevate Springfield, hosts Ellie and Robert discuss various aspects of consumer behavior, particularly focusing on  the process of purchasing local products, the significance of reviews, the influence of social media and influencers, and strategies for businesses to effectively market to younger consumers. The conversation highlights the importance of quality, authenticity, and community support in driving purchasing decisions.

Takeaways

• Local businesses can attract customers by showcasing their products effectively.
• Reviews play a crucial role in consumer decision-making.
• Quality and price alignment is essential for attracting customers.
• Social media ads can influence buying decisions, especially among teens.
• Authenticity in advertising is key to gaining consumer trust.
• Businesses should create engaging content to reach younger audiences.
• Community support is vital for local business growth.
• Consumers prefer to buy locally to support their communities.

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Transcript

SPEAKER_05 0:00

Welcome to Elevate Springfield, where we will dive into strategies and stories that help you rise to your full potential. Each episode, we'll talk about how you can take intentional steps to elevate your life and your business while making a meaningful impact on those around you. Along the way, we're gonna bring in the change makers from our community that are already elevating. We'll bring the actionable strategies, you bring the discipline and follow through, and together, we can elevate Springfield. Alright, let's go, y'all. Time to 10X.

SPEAKER_03 0:35

Hey everyone, welcome to NextGen on Elevate Springfield. I'm Ellie and I'm here with my dad Robert.

SPEAKER_05 0:40

Together, we're talking about what really matters to teens today.

SPEAKER_06 0:44

From school and skills to pressure, purpose, and possibilities. We'll share honest conversations, practical strategies teens can actually use, and a little dad-daughter debate.

SPEAKER_03 0:56

This is about listening, learning, and growing. Together, let's elevate the next generation.

SPEAKER_05 1:01

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SPEAKER_06 1:17

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SPEAKER_02 1:47

Hello and welcome back to Next Gen on Elevate Springfield. I'm Ellie and I'm here with my dad.

SPEAKER_06 1:51

Why, hello, Ellie. Another beautiful day in Springfield, Illinois. Come on.

SPEAKER_02 1:56

It is.

SPEAKER_06 1:56

It is. I love it.

SPEAKER_02 1:58

It is. Hint hint. Shout out, shout-out.

SPEAKER_06 2:04

It is a nice watch. I was looking at it.

SPEAKER_02 2:05

Wink it in wink wink wink.

SPEAKER_06 2:07

And I do give it five stars out of five stars. So it's very pretty. It is. And I was looking at another one they had. I saw across their social. You know, some things, sometimes you see those come across, like, ooh, I might want to buy that here and there.

SPEAKER_02 2:20

So you know, once Adeline gets back from camp, we're gonna have to have her on because I was just spinning my chair and then I was like, oh, remember when Adeline was spinning her chair? And then I was like, we should have we should have Adeline on the podcast soon.

SPEAKER_06 2:30

It's been a couple weeks. It might be her turn again when she comes back.

SPEAKER_02 2:34

Just needed to educate you on my thought process because it was kind of random.

SPEAKER_06 2:37

So it was a little random. Yeah. So yeah, no, between a five-star watch that I already have and the cool picture that I saw come across their Facebook page, I might just be buying another one of their watches.

SPEAKER_02 2:48

Might just double watch one on each wrist.

SPEAKER_06 2:52

Yeah, I can't.

SPEAKER_02 2:53

It can still fit over there with those bracelets to add.

SPEAKER_06 2:55

No, no, no. Like we talked, like we talked on the last episode. I wear my no negativity bracelet. What I didn't mention on the last episode was the massive action and be obsessed or be average. So that's the other one I wear.

SPEAKER_02 3:08

They can all fit on the same wrist.

SPEAKER_06 3:09

I don't know.

SPEAKER_02 3:10

I just unless you got like really chunky like arms or something.

SPEAKER_06 3:14

No, they're not too chunky, I don't think.

SPEAKER_02 3:16

Exactly. So they can all fit.

SPEAKER_06 3:17

I just don't like wearing a watch on my right. I just don't like wearing a watch on my right hand. It feels weird.

SPEAKER_02 3:22

It feels way more natural to look at my right than my left, weirdo.

SPEAKER_06 3:25

No, for me, it it's much more natural to look at the left. And I think you can ask just about any guy out there and they'll say the same. If they're a right-handed person, testosterone. It must be. It must be just coursing through us.

SPEAKER_02 3:37

Yeah, it must be.

SPEAKER_06 3:38

Yeah.

SPEAKER_02 3:38

Well, what made you want to buy that watch? Well, you know. Besides the obvious reasons. Like what made you want to?

SPEAKER_06 3:44

Well, first of all, I walk by their shop every day on the way into the studio because you've heard me say yeah, multiple times on the show that the studio is right above really where Sangaman watches is. It's in that building. So I see their shop every time. I see them making the watches and repairing their watches just down the hall. I love that they're a local business right here. I love that their watches have some kind of historical component. Like this one has Route 66. It's the hundredth anniversary of Route 66. And it's a quality watch. So between I see them all the time, it's local, quality, and it has a cool little historical aspect to it. That's why I bought it.

SPEAKER_02 4:25

Hmm. Very interesting. Yeah.

SPEAKER_06 4:27

And I'm gonna buy a second one, I guess.

SPEAKER_02 4:28

Yeah.

SPEAKER_06 4:29

You want one?

SPEAKER_02 4:30

Maybe.

SPEAKER_06 4:30

Would you go through the same process as I went through to buy one? Would those be the same things that kind of true?

SPEAKER_02 4:35

That's a good question. Probably not the seeing it all the time. I'm not gonna lie. Like if I like something, I like it, and that's it. Like, I don't need to be like convinced of it very much. I mean, I feel like that happens more with songs. I have to be convinced for a minute, it's gotta, I gotta warm up to it a little bit. But with other things, usually I just like it. Yeah. Usually I don't have to warm up to it too much.

SPEAKER_06 4:57

Most of the I'm a lot of times I'm the same way. With watches, though, with this one, I wore a smart watch for so long.

SPEAKER_02 5:03

Oh, yeah.

SPEAKER_06 5:03

That's what I had to get back in the mode of, hey, I'm just gonna go back to a traditional watch. So I had to convince myself to go back to a traditional watch. So that was the biggest change there, I guess.

SPEAKER_02 5:13

And we're not just yapping about dumb stuff.

SPEAKER_06 5:16

Is this the topic?

SPEAKER_02 5:17

Yeah, this is our topic.

SPEAKER_06 5:18

What what exactly is it? Do they know based on what we've said so far?

SPEAKER_02 5:22

I don't know. Or maybe they just thought we were just big dorks, just like yapping about like So why did you what what made you want to buy that watch?

SPEAKER_06 5:29

Well, Ellie, can't it be both?

SPEAKER_02 5:31

Yeah, I guess.

SPEAKER_06 5:32

We can be yapping about whatever, and it still could be on topic.

SPEAKER_02 5:34

Yeah, true. Because it's our podcast and we get to say what's on topic or not.

SPEAKER_06 5:39

It's kind of the whole point of podcasts, isn't it? Yeah. You just get to yap about whatever you want.

SPEAKER_02 5:42

Yeah, this is our podcast. Go away.

SPEAKER_06 5:45

So No, actually stay, Ellie. That's uh rule number two for podcasts. Don't uh tell your listeners to go away.

SPEAKER_02 5:51

It was in a respectful manner, okay? They know I love them, all right? Well, today we're going to be talking about what we just talked about.

SPEAKER_06 6:00

So we're gonna get we're gonna get into why we buy things. Specifically, I'd like to hear your process and maybe we'll compare that to how you know I do it and maybe give some businesses some ideas on how to attract that teenage buyer, that customer base. I don't know. Yeah. So what's your process if you're if you're thinking about getting something? Let's take it from the not the fact of, hey, I see something, I like it, I'm gonna buy it. Let's take it. Oh, right.

SPEAKER_02 6:24

I'm not I'm not even usually like that. Like it not it's more of the fact that yes, I like that, yes, I want that, not I'm gonna buy that right now immediately. It's I definitely like turn it over and turn it over again, and then turn it over again, and then turn it over, and I'm like, I'm gonna buy it this time. Then I'm like, well, actually, it needs to be flipped over one more time. So I go back and forth a lot. I'm gonna try and keep it pretty general in terms of just all the different things I could be buying. I definitely look at reviews, especially if it's a small business or it's a seller specifically. I definitely look at reviews, and even if it's not that, I look at reviews, okay. Okay. It does suck though, because if it's like all five star reviews, I'm like, yes, yes. And then I see one one-star review and it's detailed, and then I'm like, You feel like the other reviews are fake.

SPEAKER_06 7:12

Does it make you feel like the other review are on Amazon?

SPEAKER_02 7:14

They have bots on Amazon, so you never really know. But yeah, I definitely try not to do that though, because it's that happens in life all the time where something is objectively good and then one person is just like, well, like I don't want that to flip my opinion of it, especially if it's a small business because it's like people are people, things happen. So reviews are definitely important, but again, that's not really something you can tell businesses to do. That's customer-based.

SPEAKER_06 7:38

Yeah, but there's there's a lot of things that businesses can do to garner. Yeah, yeah, to garner those reviews. So if there's business out there not asking for reviews or testimonials, they should start doing that.

SPEAKER_01 7:49

Right.

SPEAKER_06 7:50

Because your age group, my age group, everybody looks at reviews. Everybody's gonna look at those. And first thing you see on those reviews, if it's empty. Yeah, I mean, it's empty, or quite frankly, if it's below I mean, like on a five-star scale, if it's below four, people start looking at it.

SPEAKER_02 8:06

Yeah.

SPEAKER_06 8:07

I don't know about that. I mean, if it's if it's lower than that, if it's like one, two, or three, then really you're not right. But if you're even at like 3.8, 3.9, people start looking at that because there's so many companies out there with stellar reviews, whether you know 4.5 and up. So if you're a company out there, put out a QR code there at the register. I've seen some places I was at uh Wait, that's smart. Yeah. I was at a bat, I was at uh Mr. Battery when I got a battery changed in the Dodge a few weeks back. And right there at the register, they have a little QR code there. And there's a lot of places out there that do that.

SPEAKER_02 8:40

That's smart because what I was literally just about to say is that especially if you're a place that can have an online website, I almost always leave a review if after it comes, I get an email and a notification being like, it's delivered, leave a review, especially if it's like a seller, but no matter what, usually if it's immediately after I get it and it's like leave a review. I always do. And I was about to say it's kind of hard to translate that into in-person stores. And most of the time I just say it just says please leave us a review, but I just I can never bring myself to do that if it just says please leave us a review. Like I'm not saying that I need something in return, but if it's not online, it's really hard for me to want to get out my phone, look it up, and then leave a review unless I had like a really stellar experience.

SPEAKER_06 9:28

And that's the other part of it, is you do need to go above and beyond to where people want to leave you a review. If they just had a regular old everyday experience, 10X it, you guys. 10x that experience, y'all. 10x that customer experience. Come on. So yeah, if it's just a normal day, they're not gonna do it. But if you wow them in some way, they're much more likely to leave you a review. And don't be afraid to ask for them. Many companies don't ask for them. But I mean, it's it could be as simple as hey, we would love for to love to hear your thoughts on your experience today or on the on your product today. Greatly appreciate it if you leave us a review here, whatever. Just asking for it is gonna bring you more than not.

SPEAKER_01 10:05

Right.

SPEAKER_06 10:05

Even even if you still don't get a really high percentage, if you never ask, you're never gonna get any hardly.

SPEAKER_02 10:10

Yeah. And for a second thing, I definitely say quality. It's kind of obvious, but quality's a big thing. And the big corporations or fast fashion stores, their quality is horrendous for their clothes, and they are charging like astronomical amounts for cheap quality. So just make sure your quality and your price align, and that's gonna draw people in. If you have good quality, it's definitely gonna draw people in as well, which obviously we all know that good quality also equals higher pricing.

SPEAKER_03 10:40

Correct.

SPEAKER_02 10:40

Because however, with other things, it has been very popular that bad quality also equals high pricing. So, you know, just making sure that's even and then sweighing each other out properly. There's always gonna be somebody that's like, well, good quality should also be cheap, which in a perfect world, yes, but at the end of the day, it's expensive to make it, so it's gonna be a little bit pricier to purchase it. So oh well. But just making sure those two things balance out each other properly is really important as well.

SPEAKER_06 11:08

The social media that you use primarily is Instagram, so and there's a lot of buying on Instagram, a lot of ads on Instagram. So have you ever seen an ad so many times on Instagram? So I think I really do want that. Or it have you ever felt like you were influenced to purchase something off Instagram?

SPEAKER_02 11:25

Yes.

SPEAKER_06 11:26

Yes, yes, okay.

SPEAKER_02 11:27

It still has to be good. Like I'm not like easy to influence, but definitely if the person does a good job at it, I'm like, wait. And some companies and businesses, small businesses, they jump on trends, they make fun videos, and those are really fun to promote your stuff too, to promote your store, to promote your items. Like there's this one company that I follow, and they make sweatshirts and they just post videos in their sweatshirts. If you already like them, then they're posting videos in them, and then they're the bio just goes straight to it. Like it's easy. Right. And then I see their videos as I follow them constantly, and it's not like it's not like they're trying, they're not really shoving it in my face a ton. It's just, oh my gosh, there's that hoodie that I really want. Haven't gotten it yet. But yeah, I really want that one. Look how cute that is. And you know, other people they jump on trends to sell stuff, and it's kind of cheesy, but that's what makes it good because it's like funny and cute, and it's like you can tell obviously they're trying to sell you something, but it's like funny because they jump on certain trends and they do certain things. Right.

SPEAKER_06 12:22

And then it's like, ha ha. So are you more do you feel like you're quote unquote influenced more by the company putting an ad out there, or maybe somebody else that's an influencer, like repping that that product? Which one do you think lands more for you or your age group?

SPEAKER_02 12:39

Oh, I don't know. Cause on one hand, sometimes the company, if they do it right, but most of the time, I feel like I think I feel like I'm just thinking of big companies like Colgate right now, right now, or it's just like buyer toothpaste or something. But both of them have hits and misses. So I think a good mix of the two. And there's been a lot of influencers posting like unmarked ads lately too, where they'll be like, I love this product, but they don't actually because they're being paid for it. But you know, there's some definitely from influencers and people that I trust. Like one of my content creators, she has started doing this series where she's like, Would I buy this with my own money? Because she's being sent PR. And she's like, Would I buy this with my own money? And she does like an honest review because she can say she loves it all she wants, but it really comes down to will would I purchase this with my hard-earned money?

SPEAKER_04 13:26

Right.

SPEAKER_02 13:26

I don't know. So I think a good mix, if both of them do it right, then both work for certain certain audiences and certain things.

SPEAKER_06 13:33

Should we try it here on Elevate Springfield? Should we try to for the next gen segment? Should we try to have a bunch of local business send us products and then we could do a little thing right here? It'd be fun.

SPEAKER_02 13:44

Yes. Be kind of fun.

SPEAKER_06 13:45

Yes, we read a bunch of local Springfield stuff. Just have it right here. Check this out.

SPEAKER_02 13:49

And you'd be like, your yours would be like that. I was really just thinking, like, you know, you got a fan in my face, and they're like, whip my hair, and I'm like, and I'm like me, because I just got this brand new this thing, you know. I'm like vlogging the camera or something.

SPEAKER_06 14:02

That'd be fun. Put it out there. Yeah. Send us a product, we'll do a review.

SPEAKER_02 14:07

Give us PR right now.

SPEAKER_06 14:08

We could do the that'd be a fun one. Would I spend my own money on it? Yeah, that'd be good. It's like honest too. We could have like a hundred dollar bill sitting on the table and be like, would I spend it? Would I not? Would I spend it? And then, you know, when it's yes, you smack the hundred dollar bill. Ding. You know, yes, I would spend my own money on it.

SPEAKER_02 14:25

Yeah. Well, how about you? For all these questions, how about you? What do you feel more influenced by? Companies or influencers, people repping that company?

SPEAKER_06 14:33

Probably companies that do it really well. So that have companies that have more of an influencer feel, but it's the company doing it. Right. I bought stuff from Primals recently, which they do all natural, you know, toothbrushes and a lot of different things. And a lot of their social media ads have more of an influencer feel, but they're coming from the company. Right. I don't know that either way is more impactful for me, but if I had to say one, I'd probably say the company, as long as they were backing it up like that. So but I don't always I wouldn't say I get influenced too much, except for maybe on the health and wellness side. I'll see some of the new health and wellness stuff and ooh, that's pretty cool. I think I might have to have one of those. That's kind of cool.

SPEAKER_02 15:18

Yeah, and like I might, I might say the company, honestly. If they do a right, because I've seen a lot of really cringe like companies on Instagram, and it's like, nobody wants to buy our new Harry Potter blanket. Oh, yes. Yeah, I don't like that stuff.

SPEAKER_06 15:31

I I just like it if they they come out to straight to the point, hey, this is our stuff is great. This is this is what we do, this is why we're different. Ding ding.

SPEAKER_02 15:38

And I guess I do really respect it more if it's I see something cute on Instagram and they don't, it's like they're shoving it in your face, but like they're also not, because it's it's just chill. They just like put it on a bed and it's like, look what I just made or something. And then I look at the account handle and it's the company that makes them. And I'm like, wait, instead of an influencer who's like at this brand, it's like I can still like the product, but then I'm like, well, you're getting paid for it. So I'm sure you probably don't like it. So it feels like more inauthentic. I don't think all content creators don't like the stuff that they get, but knowing that it's a paid deal and that it says add, hashtag add, hashtag for you page, hashtag blow this reel up, blah, blah, blah, blah, blah. It's kind of just like, I'd much prefer it to see it from the company. And then I can also click on it, I can click on their website and I can add it to my wish list and everything.

SPEAKER_06 16:28

And there's some there's some companies here locally that do a good job with some of that too. But that would be a next step for some local businesses if you're not creating content similar to that and putting it out there, probably not maximizing your your marketing.

SPEAKER_01 16:43

Yeah.

SPEAKER_06 16:43

So, but with me, I'm not a huge consumer. I don't buy a ton of stuff really.

SPEAKER_02 16:48

Must be nice.

SPEAKER_06 16:49

I think you know, I think you know that about me. I mean, if anybody sees me out and about, probably gonna see me in a black t-shirt and maybe some jeans or shorts.

SPEAKER_02 16:56

Your closet looks like a cartoon character's closet.

SPEAKER_06 16:59

It kind of does, you know, a bunch of black t-shirts running down the line. Yeah. So I'm not big on buying a bunch of stuff really. Once I find a few things that I like, whether that be clothes, shoes, a vehicle, whatever.

SPEAKER_02 17:10

Well, you probably shouldn't be probably shouldn't be buying a ton of vehicles.

SPEAKER_06 17:14

No, no. If you're if you're buying a vehicle every couple of weeks, yeah, you're probably spending a little too much money.

SPEAKER_02 17:20

But just a little bit.

SPEAKER_06 17:21

Just a little bit. Just a little bit. Yeah. Just a little bit. That was good, Ellie. Just a little bit. Just a little bit. Yeah. Making me seem like Lincoln Loud over here with my cartoon Yeah, you have cartoon. Cartoon closet.

SPEAKER_01 17:32

Cartoon closet.

SPEAKER_06 17:32

Yeah. No, but I would say for for businesses around here, especially to get people your age, you guys are buying on Instagram. You guys are looking at Instagram, right?

SPEAKER_02 17:42

So Yeah, occasionally.

SPEAKER_06 17:44

But So maybe local businesses around here take that into account, especially if you have stuff that would appeal to the teens are buying on the the Instabook, you guys. Instabook, yeah.

SPEAKER_02 17:55

The teens are buying on the Instabook. So you y'all gotta get on those those ding dang social media apps. Because they they don't buy on no, they don't buy on no no websites anymore.

SPEAKER_06 18:06

I'm telling you, every time I say it I s I feel like I sound that way in my head. Every time I say the teens or teens or something, I feel like all of a sudden. That one definitely did all of a sudden I'm like on Instagram, y'all.

SPEAKER_02 18:18

You gotta go like that.

SPEAKER_06 18:19

I'm like 90 years old, and I'm like, but they are literally. You guys are you guys buy more on Instagram than the older generation, I guess. So get out there and create content. Create 10x content. Just keep pushing it out and be omnipresent. Remember what omnipresent means?

SPEAKER_02 18:36

That's a dictionary word. Of course I know what that is.

SPEAKER_06 18:38

It is, but do you know what it means in terms of what I am saying it in a 10x omnipresent.

SPEAKER_02 18:43

Just be everywhere.

SPEAKER_06 18:44

Be everywhere all at once.

SPEAKER_02 18:45

If I look over here, there's you. If I look there, there's you. If I look there, there's also you.

SPEAKER_06 18:49

Yeah, that's the idea. That's kind of like a fun house. Yeah, and that's what it I'm gonna tell GC next time I see him and say, hey, omnipresence is kind of like being in a fun house, isn't it? You just see you, you, you, you. There you there we are, all over the place. That's fun. I'm gonna start using that. I appreciate that. I'm gonna use that on the like a mirror maze. Yeah, I'm gonna use that on a on a subsequent podcast talking about omnipresence when it comes to marketing.

SPEAKER_02 19:10

My intellectualism.

SPEAKER_06 19:11

Yeah, kind of like a like a fun house, y'all. Yeah. Mirror maze.

SPEAKER_02 19:14

Yeah, it is.

SPEAKER_06 19:15

That's what it is.

SPEAKER_02 19:15

It is.

SPEAKER_06 19:16

Ding ding.

SPEAKER_02 19:17

Remember when we were at the fun house and we got squeezed in between those two butt cheeks?

SPEAKER_06 19:21

Yeah, that was weird. That was weird.

SPEAKER_02 19:23

That triggered my my claustrophobia.

SPEAKER_06 19:26

Yeah. I've never been in a fun house where you had to exit through two butt cheeks. Super weird.

SPEAKER_02 19:31

Well, usually they're kind of a package deal. You don't usually exit through one butt cheek, Dad.

SPEAKER_06 19:36

True. If you're if you're gonna exit through a cheek, it's most likely gonna be two, I guess. You you are correct.

SPEAKER_02 19:41

It's not really a chews, it's it's a it's a package deal thing, dad.

SPEAKER_06 19:45

Didn't really think about that when I was biology. When I when I said that it was two butt cheeks, yes, I guess I didn't uh put in there that it's it's all like a set of socks, like a set of socks, a set of shoes, it's a set of butt cheeks. And just so we're clear, it wasn't actual butt cheeks, it was two.

SPEAKER_02 20:00

It could have been.

SPEAKER_06 20:00

It was like two pillows, two big blown-up things on the side, and you walked through them and it was they were just completely enveloping you, and it just felt weird.

SPEAKER_02 20:09

As you're explaining this, I thought you were gonna cut this part out.

SPEAKER_06 20:11

Well, I still might. I don't know. I guess we'll I guess we'll find out. And on the editing floor, if I if I leave the butt cheek conversation and I'm not sure that's elevate worthy or saying it is. Tell us, folks, is it uh elevating your life by hearing about our butt cheek story? Not quite sure.

SPEAKER_02 20:28

Yes, it is.

SPEAKER_06 20:29

And if you've ever uh been to that place, you know, you know we're talking about it because I would imagine it immediately went in your mind because that's what everybody thinks when they walk through that thing. But anyway, we'll see if I leave this in or not.

SPEAKER_04 20:41

You should.

SPEAKER_06 20:42

Yeah, I guess with most things we talk about on this show, no matter how you make your buying decisions, make as many buying decisions as you can locally. Support the folks around here. Because when we uh work together, we do business with each other, we grow together. Because communities grow together when we work together. Let's go.

SPEAKER_02 20:58

Exactly. Well, thank you for joining us on NextGen on Elevate Springfield. We'll see you next time.

SPEAKER_06 21:02

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SPEAKER_05 21:39

Well, thank you for joining us today, everybody. Appreciate you making us a part of your day. Hey, don't forget while you're out on social, check ours out. You can check my personal one out at RobertFarrell at everywhere. Check out those Elevate Springfield pages, those big dog business coaching pages as well. Check us out over on YouTube. Give us a subscribe, give us a like or a follow on any of those channels. We would certainly appreciate it. So, hey, take what you learned today. You bring the discipline and follow through and together, as right, y'all. We're gonna elevate Springfield. Be great.

SPEAKER_00 22:16

When I first walked into Shudokong Karate Club, I was just looking for a way to get stronger. But what I found was so much more. Here we train in traditional karate, the real stuff. Passed down through generations. Every punch, every kata has purpose. I've learned self discipline, confidence, and how to protect myself. Not just in class, but in real life. It's not about being aggressive, it's about being prepared. This is more than a club, it's a way of life. Join us at Shudo Khan. Traditional, powerful, real.