#36 There’s No Such Thing As an Impulse Purchase

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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

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