7 Keys to Marketing Genius: Targeting Current Customers
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Have you noticed how consumers receive advertising for products they already purchase? How frequently do you view or hear an ad for a product you currently use? This is a violation of the true purpose of advertising: to create image and awareness. You are already aware of the product, and you must have a favorable view of its image since you are purchasing it. Building on current relationships with customers (Key 5) is very important, but advertising is not the proper tool. If people are already customers, then advertisers should already know who they are. Advertising to current customers is not necessary and, besides being wasteful, can in some cases be counterproductive.
I sometimes receive advertising material from companies of which I am already a loyal customer. In some ways, I am offended they do not know who I am. It’s like calling your mother on the phone and giving her a detailed explanation of who you are as though she does not already know. She would think there was something wrong with you. Advertising is aimed solely at potential customers, while current customers should receive targeted communications that acknowledge their unique relationship with the company.
Don’t overlook the importance of the term potential. By potential, I mean someone who would actually purchase the product. The majority of people are not ever going to buy your product no matter how much advertising you do to them, so why spend your finances trying?