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A how-to guide in developing advertising strategies which targets current clients along with prospective customers

A how-to guide in developing advertising strategies which targets current clients along with prospective customers

Customer Targeting

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By Dr. Howard Olsen

Consumer Profiles

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Based on Reaves, it is maybe not enough to describe your web visitors as “satisfied” or “dissatisfied.” He identifies six customer “types” and where they fit in to the consumer hierarchy. These include

  1. “Endorsers” — (5 per cent of customer base) Endorsers are clients who tell other people regarding the company. Typically, the customer that is new in as an endorser, that you should capitalize on.
  2. “Buyers” — (15 per cent) a buyer will continue to purchase from you, frequently exclusively, but not aggressively endorses your company. Possibly an invoice had been incorrect or even a delivery was incomplete. If one negative incident moves your client from endorser to customer, it might take 15 positive incidents to obtain them back as an endorser.