Clone,Your,Best,Customers,Two, marketing Clone Your Best Customers
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
Two businesses -- a women's clothing boutique and a mail-order operation --recently consulted me about the same dilemma. Each had achieved satisfyingsales through channels that didn't allow for further growth. They needed afresh marketing program that would yield a steady stream of new customers,and they were confused about where and how to advertise.Like Dorothy with the ruby slippers in the Wizard of Oz, they already hadmost of what they needed for a solution, but they didn't know how to usewhat they had. They needed to investigate who their buyers -- especiallytheir highest-spending and most frequent patrons -- were. In doing so,they'd learn how to clone their best customers.The general principle: Discover the characteristics of your currentcustomers and use that knowledge to reach more shoppers just like them.The clothing store already knew the age range, income level and somecultural interests and hobbies of its clientele. I suggested that they findout which newspapers, magazines and TV and radio programs their buyersread, watch or listen to, as these might prove prime advertising vehicles.Once ads are running in many places, you can also ask customers which mediaoutlet persuaded them to come into the store, although many buyers don'tremember this information.The mail-order operation had little knowledge of the income or theeducational level of its purchasers, since orders so far had come inthrough the anonymity of the Internet. However, it was relatively simplefor them to send a follow-up questionnaire by e-mail, which asked a buyer'sage, educational background, employment status (employed or self-employed),income bracket and profession. The brief questionnaire also asked howsatisfied they were with their purchase, generating glowing testimonialsalong with a few complaints. Questionnaire answers would help this businessintelligently choose where to advertise.To the clothing store, I suggested marketing strategies besides advertisingfor cloning its best customers. Since many store regulars were involvedwith charitable organizations, the store could let buyers know, through apostcard to its mailing list or a flyer slipped in with purchases, that itmight produce a fashion show to benefit their favorite charity. Mostlikely, customers' dearest non-profit organization appealed to others whowould also be attracted to the boutique's distinctive style of clothing.Since many patrons had creative hobbies, like painting, music, weaving orwriting, it made sense to appeal to others who spent spare time on thearts. I suggested selecting a different customer's creative work to featurein the store every month. I envisioned a display of one woman's pottery orpoetry, with a color photo of her wearing the store's clothing. Surely thewoman in the spotlight would bring in friends like herself and patronswould urge their creative women friends to apply for the honor.Scientists say human cloning isn't quite on the horizon, but in marketingcloning techniques like these already produce new customers! Article Tags: Best Customers
Clone,Your,Best,Customers,Two,