“4 Ways to Capture Me & Make Me a Buyer Forever” by Steve Woodruff (MarketingProfs, 3 February 2011). This is one of those classic instances where after the first read it all sounds simple and logical. However, once you dip into the reader comments your perception changes a bit, and sometimes more. Initially Steve’s list seemed fairly benign, but then there was a comment that triggered me to contribute this:
Agreed Nick! However, I believe that focusing on motivation(s) should be #1, not #5. Trying to effectively attend to #1 – 4 isn’t really possible without have a damn good idea what the motivational target is, eh? And that comes from listening.
Also, in some regards #1 almost seem comical. Is this where we’re at, “extreme marketing”? Yes, there’s a lot of noise but does that dictate things must escalate to nuclear volume? (As seemed to be implied.) When in doubt, shout? Really?!? Correct me if I’m wrong, the object is quality attention, not more of it. Yes, that requires creativity (and maybe I’m parsing words too much) but “daring” (as well as the example) just sounds a bit sloppy to me. But again, such focus is all a function of determining motivation, which as noted, is missing from this list.
On top of that I’d like to add that, “…make me a buyer forever,” probably isn’t practical either. Noble yes, but more likely than not a goal too far. The reality is, there is going to be churn, as well as the uncommitted. As humans we naturally deviate (for convenience), experiment (out of boredom) or just don’t always do what we say we’d like to do (because we’re human). As a result, try as you might, a very low percentage of your customer base will buy 100% from you 100% of the time.
Get used to it. Embrace it! The fact is, you have you have no choice. Be smart and reformulate your goal to make more efficient use of your resource. Instead of going for all, consider coming down a notch and build relationships and ambassadors for life. Less really can be more. Whether The Guest is always buying from you isn’t as important as they are always telling others to buy from you. They can leave—and they will—the key is to connect in such a way that keeps them coming back again and again and again.
It should be noted that such a long term quality relationship might not result from a “$20 for $10″ first kiss. I’m not saying it can’t. I’m simply noting that getting attention from dropping your trousers is not the same thing as something that might be less “daring”. But that’s often the difference between a relationship and a one night stand.