- You know your customers inside out.
The WHO – their demographic and geographic profiles, the WHAT – their specific behaviours and preferences, and most importantly, the WHY – the mindsets and motivations behind those behaviours and preferences. - You know the difference between brand messaging and marketing and apply it accordingly.
Brand messaging is something you are happy for your brand to be universally known for, think great value, quality, innovation. Marketing messaging is something relevant to a specific part of your audience, e.g. Kids Eat Free, and should always be segmented. Lazy whole base marketing doesn’t lure in people who didn’t know what they were missing, it more likely pushes people away. - You know the actions you are trying to drive.
Imagine your surgeon opened you up and was ‘kind of hopeful about aiming to remove your kidney’, it wouldn’t fill you with confidence. But if that surgeon told you exactly which organs they were working round and which arteries they were bypassing you’d be a lot happier with your chances of waking up again. And your marketing is the same. Know how your base is broken down to define the next best action for them and use what you know about them to deliver comms which resonate enough to drive the behaviour you want to see. Purposeful, confident and destined for success – true customer first marketing.
CUSTOMER FIRST
It’s the future of marketing, retail and hospitality. Drop me a line if you’d like to find out how we can help integrate it within YOUR business.
