Creating Customer Usage Cycles

- July 19, 2012

Recon Thursday/Promotion

Hello, I’m Jim Glover, That Branding Guy for Once a Day Marketing. Today is Recon Thursday and I am going to talk about something I call customer usage cycles and whether or not you are maximizing that concept at your company.

Customer usage cycles are the recurring intervals when customers purchase your product. I am going to site a few examples. I recently saw a TV commercial for Mattress Firm that started me thinking about this subject. In the commercial Mattress Firm deliverymen are in someone’s home telling the customer that she needs to buy a new mattress every eight years. That is the customer cycle Mattress firm is creating.

Then think about Jiffy Lube. They promote having your oil changed every 3,000 miles. Dentists establish cycles as well by telling patients to come in every six months for a cleaning. I even create a customer cycle at Once a Day Marketing by encouraging you to think about Once a Day Marketing every single day. Those are all examples of customer usage cycles.

The benefit of establishing recurring customer cycles is that your customers will think about buying your product or service on a regular, habitual basis such as every 3,000 miles or every eight years for a mattress or once a day for a video blog.

Consider how you can create a recurring cycle for your product. Look at examples in the marketplace and explore how other businesses are promoting regular purchases. Also review what your competition is doing. Are they creating customer usage cycles? Then develop a marketing campaign around cycles that will encourage your customers to think about you on a regular basis.

That concludes Recon Thursday. Be sure to stop by tomorrow for Digital Friday. To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.