Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Smart Mondayand I am going to share with you a model I developed to assist youin categorizing the loyalty of your customers.
There are numerous, very technical ways to zero in on the buying behavior and nature of your customers; sometimes using demographics, sometimes using psychographics. I like a 10,000 foot view where we look at just the loyalty of the customer
I have developed a simple matrix that has four different categories of customers.The four categories I have created are Undecided, Blue Mooners, Zombies and Brand Lovers.
Undecided are the vast majority of consumers in the market place who may really want to buy your product, they just don’tknow anything about it. Next are the Blue Mooners, these are people that have actually tried your product but it has been purely by accident. Nothing you did caused them to buy the product.
Third are Zombies and Zombies are really good customers, they will habitually gravitate to your product but they aren’t very loyal. As soon as they find something else that is more interesting to them they will divert and go in another direction.
The last group is Brand Lovers. These customers will literally go out of their way to use your product because it provides them with an experience that they absolutely love.
Your goal of course is to try to get everybody to be a Brand Lover but that is not going to be possible. Here are some tactics you can apply to influence each group toward your brand. Share more information with the Undecideds. It could be through traditional marketing or social media; you want to get on their radar so that you pique their interest.
Blue Mooners have tried your product once, so the strategic question is how you will motivate them to try it again.
Zombies are already habitually going to your product. They are not loyal per se so the question is how do you encourage them to be loyal?
Brand Lovers is the group that is sacred to your business; they are probably driving most of your revenue. Your goal with them should be to provide reasons they will love your product even more.
That concludes Smart Monday. Join us again for Strategic Tuesday. If you need any branding or marketing support, please contact me to discuss an online or onsite service engagement. You can always find that information at the end of this video. I'm Jim Glover, That Branding Guy, for Once a Day Marketing™ and we will see you next time.
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