Sleeping Giant

04/11/2022

Do you know how your customers and community feel?

The answer to this question is what drove Sleeping Giant Labs to create the Consumer Emotional Index (CEI). Understanding one's community on a deeper level is now essential to a brand's success. In this interview about the CEI, Richard Campbell and Gary Moskoff had a wide ranging conversation, discussing everything from consumer feelings to how those feelings affect a consumers buying journey.

They discussed how consumers want brands to participate in their local community and how they hope a brand will support their values, while helping them achieve their own goals.

Listen in to hear their thoughts on when consumers want to be approached by a brand, how they want to be approached, and where they’ll be most open to hearing a brand’s message.

We hope you enjoy the discussion! Thank you Richard Campbell and CloudArmy for the deep conversation.

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20/04/2022

In this interview, Charlene Shirk from the Daily Ad Brief and I dive into the heart of our research at Sleeping Giant Labs. We discuss how communicating with those who love the brands we serve has changed over the past couple of years. The same strategies one used in 2019, or even last month simply will not work today. We shared the underlying models we used to create the Consumer Emotional Index - our Limbic Resonance model and how being a Trauma Informed brand positions a company for what works today. We touch on the , and reveal how those who live different lifestyles have been affected differently by the pandemic. Ultimately, by crafting deeper conversations with the communities we market to can create relationships that last a lifetime.

05/04/2022

Do you prefer to buy products that have been reviewed? There is a reason why e-commerce platforms feature consumer reviews. Online reviews provide social proof to the community and can sway purchasing decisions. 54% of community members say they trust a brand more if the brand shows consumer reviews. Consumers give authentic insight to their community, and their reviews have been known to make or break brand trust.

25/03/2022

What's changed for you over the past 18 months? We're finding that consumer behaviors have drastically changed. In an effort to put the kibosh on Covid-19 transmission, 50% of consumers are social distancing. They’ve been making a conscious effort to avoid close contact with people outside their “bubble.” Consumers noted other changes in their habits and routines: 44% are being mindful and are continuing to shop online for their healthy snacks and yoga mats.

24/03/2022

How are you spending your days? 72% of consumers say they are likely to go shopping at an actual brick-and-mortar store within the next month. 70% would comply if the national mask mandate were reinstated. As the world opens up and consumers venture out, what are your thoughts? Are you likely to shop at the mall for your best friend’s wedding gift? Wear a mask at the ceremony? Hug the mother of the bride if she isn’t vaccinated? Pandemic rules and etiquette keep changing for consumers and they are adapting…

17/03/2022

Everything has changed, again!

17/03/2022

Consumer sentiment is constantly changing—month to month, week to week, sometimes even minute to minute. In Q4 2020, 74% of consumers felt as though they were engaging in basic activities such as eating and sleeping, but not much else. Recently, that has fallen to 54%. However, 70% of Gamers and 65% of Technologists still believe they are only engaging in eating and sleeping, but not much else. SGLabs believes that this is because Gamers and Technologists have been isolated, at home alone, working and gaming, but not doing much else.

11/03/2022

The social justice movement is sparking major changes in the world, including changes in how we market to the communities we serve. 33% of consumers actually believe the movement will change how companies market to their community.

Big and small brands alike must respond concerning race relations, LBGTQ rights, women’s health, hate speech, water rationing, and a myriad of other crucial issues. As marketers, we must understand what your community feels will change and support that change!

The social justice movement continues to grow, and consumers believe it will change local and national politics, policing, the media… and well, everything.

01/03/2022

So excited for another interview on the Daily Ad Brief. Thank you Howard for helping us share a bit about Sleeping Giant Labs, our story, and the Consumer Emotional Index (CEI)!

Gary Moskoff President, Founder at Sleeping Giant Labs Website Address: https://sleepinggiantlabs.com/ Each week on “Marketing Champions,” our host talks to media experts across the country. This week our host speaks with Gary Moskoff from Sleeping Giant Labs. To learn more, check out https://sl...

01/03/2022

Google is following in Apple's footsteps, adopting similar privacy changes on Android as Apple did on iPhone. As marketers, we need to understand the communities we serve on a deeper level.

The digital world of marketing has been hooked on easy-to-find information about those we are following around on the internet. We've used cookies to learn what we can about those who find interest in our brands. Now is the time to begin a true conversation with the communities we work with.

Ask your community the right questions and listen to their answers. We can learn more about those who love our brands than we ever thought possible. Stop relying on low-hanging fruit, there's so much more you can accomplish by having real conversations with your brand's community/target market. Because Meta/Facebook is losing billions of dollars does not mean that your brand can't find a way to win. Dive deeper, be curious, get to know those who love your brand today!

17/02/2022

I had a wonderful time being interviewed on the Daily Ad Brief. Thank you so much for helping us share our story and a bit about the Consumer Emotional Index (CEI).

Gary Moskoff President at Sleeping Giant Labs Website Address: https://sleepinggiantlabs.com/ Each week on “Media Champions,” our host talks to media experts across the country. This week our host speaks with Gary Moskoff from Sleeping Giant Labs. To learn more, check out https://sleepinggiantla...

14/02/2022

In the fitful early days of January as the Omicron spike and bitter winter temps forced us back inside, I begrudgingly headed to the store to pick up some ice cream. Realizing that a winter hat, N95 mask, and sunglasses can look like a full-on disguise, I did not interact with the person who entered the shop alongside me. However, as soon as we crossed the store threshold, I heard my fellow patron let out an audible groan. “Uuugh!! Not Valentine's Day….” I smiled at the person beneath my mask, creating an empty gesture of unspoken commiseration. This year, following what has felt like a forced holiday season cycle, shoppers are not feeling the love.

It has become a telltale sign of change when shops swap out seasonal decor to orient us throughout the year. In the pandemic world, it felt necessary to move through time based on visible markers and yet, we cannot cheerfully pretend that it’s business as usual. It has been a long hard two years for nearly everyone we’ve interacted with, and this presents unique challenges for businesses to keep their finger on the pulse of their community. We are left scratching our heads when familiar landmarks like cheerful red balloons, flashy florals, and chalky heart-shaped candies are met with disdain. Expectations for gifts or grand gestures have given way to stress and anxiety, rather than the annual uptick in diamond sales. Understanding that things have changed for the communities we serve is the first step we all need to take today. As marketers, we need to embrace change, and the only way forward is to figure out who our clients’ customers are, beyond knowing the websites they frequent. We simply cannot depend on third-party cookies as our sole source of information. The same marketing tactics that we’ve depended on for years will fall flat if we do not take into account just how much life is in flux for the communities we serve.

One example of this is how the stress of job changes, childcare, and school interruptions, coupled with sickness, have driven many relationships to the brink. According to a recent article in Forbes, one UK law firm reported a 122% increase in divorce inquiries during the pandemic. Our own Consumer Emotional Index (CEI) research that reaches out to 1,000+ consumers every quarter tells us that 58% of people are feeling “on guard” and 51% are having trouble falling asleep and/or staying asleep. Finally, 76% of our respondents shared that they are worried that COVID-19 variants will slow down the overall pandemic recovery. We don’t share these grim statistics to feel lousy, but more so to ask the question: what do we need to do to support one another during these trying times? We know instinctively that everything has changed, but what does that mean to the campaigns and products that we develop?

Read more here and Happy Valentine’s Day:

In the fitful early days of January as the Omicron spike and bitter winter temps forced us back inside, I begrudgingly headed to the store to pick up some ice cream. Realizing that a winter hat, N95 mask, and sunglasses can look like a full-on disguise, I did not interact with the person who entered...