Comments on: Stop buying customers

By: Jon

Jon — Mon, 02 Nov 2009 06:36:27 +0000

Helge,
Very interesting ideas. You definitely have a knack for turning a phrase. While I agree with your comments in #4 above, that while people will share their version of your brand with others and really don’t care about what you think your brand is — since they’ve actually experienced it — I think #5 undervalues the importance of timing in building a customer relationship. Everyone will not be ready to buy at the point of initial contact. Some may be months away from becoming a purchaser, but motivating them to engage in the discussion, and launching the relationship — at the point of contact — is critical, because that’s ultimately where the eventual sale comes from. They have to develop the trust/relationship to even begin “thinking about” buying. How we handle prospective clients at this early stage is, therefore, critical.

By: helgetenno

helgetenno — Sun, 18 Oct 2009 15:32:32 +0000

Thanks for the comments.

Daniel: I hope you do :o) Please send me the links…

Marcus: All the points are connected, and if I have a main point in all this it should be to shift marketing from brand positioning (potential customers) to creating value (taking care of existing customers).

Disclaimer: The situation is a bit more nuanced, but I try to put the weight on changing the mindset as people are already very familiar and friendly with he old way of doing stuff.

Regarding number 4, I was inspired by the stuff happening on Facebook. Where we can see people following and loving the brands want to participate with them. Which is interesting considering what is happening with TV-advertising for the same products.

The point I was trying to make is that people seem very interested in sharing their stories, and rather disinterested in being massed to by a corporate brand. And that this is not a problem, but a great opportunity for marketing.

(I recommend reading about Starbucks on page 25 of the book “Baked In”)

By: Daniel Goodall

Daniel Goodall — Fri, 16 Oct 2009 05:27:07 +0000

really great summary – i’ll be quoting you in the next few weeks for sure! :)

By: Marcus Osborne

Marcus Osborne — Fri, 16 Oct 2009 05:10:51 +0000

This is thought provoking but I interpret it as being focused more on aquisition and yet brands are built on retention not acquisition.

For instance number 4 applies to new customers but doesn’t apply to existing customers. In fact, I believe that if customers, post purchase, are engaged with content that resonates with them and the brand offers economic, emotional and experiential value to them, on their terms (Big ask I know but this is required to build brands in the customer economy of today and the demand economy of tomorrow), then they will actively seek out the brand and go to great lengths to interact with the brand.

Personally I like number 5. Profitability is key to brand building. We are aware of lots of great brands that spent a lot of money on positioning and creating awareness but no longer exist because no one used them.