Marketing Strategies To Reach The Consumer's Soul
October 1st 2007 09:49
The quest for the best and most effective marketing strategies to win the heart, mind, and soul of the customer is endless. Hallmark established "emotional touchpoints" with it's customers and made loyalty a cradle-to-grave virtue. Philip Kotler revised his 4 P's in marketing as he acknowledged the presence of "networked marketing" that refuses to be segmented.
The book titled "Priceless" by Diana LaSalle and Terry Britton quest for a marketing strategy that reach the consumer's soul. The book recommends : "The focus must now shift to what a product or service offers and how it affects customers' lives." In short, make the customer "experience" your product. How do you create a "value experience The authors reveal that the best way to develop lasting relationships with customer is to "relate to their values and support what is important in their lives."
In business, what is experience? Here's how the book answers : "An experience cannot happen without the customer's involvement." The operative word is "engagement." The book offers the "Experience Engagement Process (EEP). It allows consumers to discover, evaluate, acquire, integrate and extend. Adapted from a consumer decision-making model by Johan Arndt, EEP outlines the stages customers go through, thus "uncovering the real value of an offering."
The first stage, according to the authors, happens when consumers "identify products and services to meet specific wants and needs, and uncover possible sources for them." The next step is to evaluate, engage the consumers to "process" the KSF's (key success factors) of products because finally making the decision to buy. The advice is to hook the customer with experiencing your offering beyond the usual after sales before the customer may think to shift his attention somewhere after "evaluation."
After evaluation, the customer acquire the product. This is critical because the customer may still change his or her mind. So, the authors recommend experience marketing must "hold the customer to the very end." Upon purchase, customers now integrate the goods in their lives. As the book points out, it is the " process of making something a part of the whole." Your job doesn't end with every purchase, it has just begun. You create "valuable integration experience" for customers.
The book titled "Priceless" by Diana LaSalle and Terry Britton quest for a marketing strategy that reach the consumer's soul. The book recommends : "The focus must now shift to what a product or service offers and how it affects customers' lives." In short, make the customer "experience" your product. How do you create a "value experience The authors reveal that the best way to develop lasting relationships with customer is to "relate to their values and support what is important in their lives."
In business, what is experience? Here's how the book answers : "An experience cannot happen without the customer's involvement." The operative word is "engagement." The book offers the "Experience Engagement Process (EEP). It allows consumers to discover, evaluate, acquire, integrate and extend. Adapted from a consumer decision-making model by Johan Arndt, EEP outlines the stages customers go through, thus "uncovering the real value of an offering."
The first stage, according to the authors, happens when consumers "identify products and services to meet specific wants and needs, and uncover possible sources for them." The next step is to evaluate, engage the consumers to "process" the KSF's (key success factors) of products because finally making the decision to buy. The advice is to hook the customer with experiencing your offering beyond the usual after sales before the customer may think to shift his attention somewhere after "evaluation."
After evaluation, the customer acquire the product. This is critical because the customer may still change his or her mind. So, the authors recommend experience marketing must "hold the customer to the very end." Upon purchase, customers now integrate the goods in their lives. As the book points out, it is the " process of making something a part of the whole." Your job doesn't end with every purchase, it has just begun. You create "valuable integration experience" for customers.
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