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

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