Finding New Customers

Customer Behaviour Emotional vs Rational

Customer Behaviour Problems vs Aspirations

Customer Behaviour Low risk vs High risk

Customer Behaviour Risk Price

Purchasing Decisions Action Conviction Awareness Unawareness Comprehension

Purchasing Decisions amygdala hypothalamus hippocampus Responsible for processing conscious and unconscious emotional responses Controls emotions and endocrine functions - ‘fight or flight’ Necessary for development and consolidation of new memories Limbic system – “old brain”

Purchasing Decisions HERD!

Influences – Internal Motivation – an energising force Personality – consistent behaviour or responses Self-concept Selective perception Perceived risk

Motivation – an energising force

Personality – consistent behaviour or responses

Self-concept

Selective perception

Perceived risk

Influences – Internal Behavioural learning – automatic responses Cognitive learning – making connections Brand loyalty Lifestyle Psychographics

Behavioural learning – automatic responses

Cognitive learning – making connections

Brand loyalty

Lifestyle

Psychographics

Influences – Internal Innovators Thinkers Achievers Experiencers Believers Strivers Makers Survivors

Influences – Internal - B2B Decision-making unit Formal procurement processes Decision-making criteria Supply chain issues BUT… decisions still made by human beings!

Decision-making unit

Formal procurement processes

Decision-making criteria

Supply chain issues

BUT… decisions still made by human beings!

Influences – External Cap Gemini Ernst & Young: Word of Mouth 70% Advertising 18% Promotion Marketing Association: Word of Mouth 48.5% Advertising 27% Evan Carmichael: Word of Mouth 71% Advertising 3%

Finding New Customers

Segmentation Bases for segmentation: • Geographic • Demographic • Geo-demographic • Behavioural • Psychographic - lifestyle • Company size • Industry sector

Segmentation Attractive segments are: • Measurable • Accessible with resources available • Sustainable – big enough to be worth targeting • Unique in their response • Appropriate to company’s objectives • Stable – for long enough to be worth being marketed to

Finding New Customers

Meeting Customer Needs Customer focus: Features Benefits Advantages The same for every customer type?

Finding New Customers

Stimulating Customer Demand

Stimulating Customer Demand Positioning Strategy: • Strengthen own current position • Search for and grab a new, unoccupied position • De-position or re-position competition • Exclusive club – e.g. ‘Big Three’

Stimulating Customer Demand Position on: • Attribute – e.g. size, no. of years in existence • Benefit to customer • Use/application – best for some use/customers • Competitor – better than a named or implied competitor • Product category – leader in a certain category • Quality/Price – best value

Stimulating Customer Demand Positioning difference must be: • Important – offers valued benefit • Distinctive –isn’t offered by others • Superior –to other ways of obtaining same benefit • Communicable – to buyers • Pre-emptive – difficult to copy; 1 st to market • Affordable – buyer considers it worth paying for • Profitable – for the business to introduce

Stimulating Customer Demand translation language services ‘ extra mile’ distant

Clarity Marketing Ltd. www.clarity-in-communication.com Director: Francine Pickering DipM MCIM