Creating Power Customers From Power Brands

The first paradigm shift the marketer needs to make is to think "one to one" vs.thinking mass

. Most marketers are used to thinking mass, it is a struggle to think"one on one" Most service providers like Advertising agencies and promotionagencies are geared to tackle mass market action. Today technology can allow themarketer to run extremely personalized campaigns. Increased relevance andpersonalization can actually allow marketers to "mass customize" relationships.In fact, most business that drive "Database acquisition" are today not in "Retention"mode. As the Cellular, Retail, Insurance and Banking businesses mature, thoseopportunities will open out. And yet the opportunity to build "Relationship Marketing"in India is large because most consumers are still eager to hear marketingmessages despite being inundated with huge amounts of junk mails and telephonecalls. Consumers are far more amenable to allow marketers to build a relationship ifthe message is "relevant".

Every customer is different from the other and every trip the customer makes to thestore is different from his other trips. Trip Segmentation helps retailers analyzethese trips individually, increasing the overall revenue from the customer by:Increasing the frequency of trips to the outletIncreasing the value of each trip to the outlet2Marketing to the Power CustomerCreating Power Customers From Power BrandsTrip Segmentation describes trips in terms of a set of variables (e.g., total dollarsspent) and segments trips into groups, and identifies differences that can beleveraged to create value.Know more why a focussed one-to-one approach towards your dedicated customers makes excellent business sense. A successful experience brand delivers effectively on its promise of a particularexperience. The steps to building such a brand are straightforward but requirethorough application and consistency. They are, first, to define an experience thatyour customers will value; second, to deliver that experience in through everythingthat your company does with particular emphasis on front-lin.Creating Power Customers From Power BrandsBy: sangya

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