 |
Learn How to Build Relationships With your Customers to Increase Sales
Author: Michael C. Podlesny  | Posted: 02-11-2007 | Comments: 0 | Views: 9 | Rating: (50)  (?) 
You want to get your brand name out there and take control of the great product or service that you have to offer. A good way of doing this is to use marketing to create a personal relationship between what you have to offer and what the customer is looking for.According to Rick Roth of Advertising Age, "Chief marketing officers (CMO) who understand the interplay between their key retailers and their brand also fair better. How retailers advertise a shelved product also adds to or detracts from a brand`s value.""The retail trade seems to enjoy more control over the fate of a brand with each passing day. Years ago, clients knew exactly what they wanted from in-store, demanded a certain level of performance and got it. Today, there is one brand major retailers such as Wal-Mart, Costco, Best Buy, Target and Safeway care most about...their own. Marketers are squeezed by an empowered consumer, a controlling retail channel, and, on top of it all, a lack of predictability in the impact media truly delivers. No wonder they are increasingly focused on return on investment and are zeroing in on where they can best measure results: at the point of sale," claims Roth.
So how do you create this relationship between you and the customer. Roth believes you must find out how your potential customers move throughout their day to day operations, how do they interact with your competitors and their products or services, or where could it. You must be able to identify the most powerful moments to intervene with your product or service.
Roth stresses, "Retailers hold tremendous leverage in the relationships shoppers have with your brand. CMOs must investigate the relative strengths of each key retailer as well as their individual brand propositions and their category and market challenges. CMOs must also build marketing plans in such a way that considers the needs of their retail brand, and, ultimately, they must create programs that contribute to retailers` and their own businesses."
He stresses that in order to build up your product or service, you should also help build up the retailers business. By doing this, both will be successful and thrive from the lucrative partnership.
An example of such a partnership was when Levi`s created a new brand exclusively for Wal-mart, and as Roth puts it, "the retailer was able to leverage the credibility of the Levi`s name, and Wal-Mart provided Levi`s with an unmatched volume opportunity as a means to jump-start their new brand." Of course a more recent partnership was AT & T and the Apple iPhone.
McKinsey & Company noted that approximately 70% of purchase decisions are made at the shelf-regardless of what the consumer was originally intending to buy.
Roth says he conducted an in store study where the results show that 37% of consumers walked by displays without even looking at them, 32% looked but did not bother to stop, only 4% did stop, but did not buy, and 27% stopped and bought.
"The study pinpoints seven critical moments-from category visibility to checkout-that lead a shopper to purchase. Barriers are at each step and involve everything from planogram and store design to product placement, packaging, signage, pricing and shopper demographics," claims Roth.
Purchasing decisions vary by what you are selling, the region of the world you are based in and of course gender. To better market your product or service you should understand the who, what, when, where, and why questions, to narrow down what kind of consumer it is geared toward.
You must be able to create and build valuable relationships with your buyers. If these relationships created have a strong foundation, such as commitment and understanding, you are sure to see your business grow tremendously.
By: Bruce A. Tucker
Rate this Article:
Current: 0 / 5 stars - 0 vote(s).
Article Source: http://www.articlesbase.com/marketing-articles/learn-how-to-build-relationships-with-your-customers-to-increase-sales-250671.html
About the Author:About the Author:
Bruce A. Tucker is the Associate Director of Indocquent.com. Indocquent.com is an online resource that businesses and individuals to post their products and services for sale or hire in 20,000 cities throughout 200 countries around the world free of charge.
|
Submitting articles has become one of the most popular means of generating quality backlinks and targeted traffic to your website. Join us today - It's Free! |
|
Related Articles
Use These Ideas to Promote your Business, Product or Services
By: Michael C. Podlesny | 03/11/2007 | Marketing
This article offers some ideas on how to promote your business, products or services, for either no cost or low cost.
Need To Get Noticed? Do Something Crraazy!
By: Meredith Pond | 17/03/2006 | Marketing
Does your business need a boost? Do you feel like you're just not getting the attention you deserve? Or, do you just want people to recognize your name? No matter your reasons for wanting more exposure, doing something wacky in front of other people will
Impressions, Clicks, Leads, Sales
By: James Brausch | 04/08/2006 | Affiliate Programs
Recently someone asked a question that made me realize that most folks haven't been around the 'net as several models for selling advertising were attempted.
Memorable Marketing With Usb Flash Drives: 4 Ways you Can Promote your Business
By: Edward Donnelly | 12/09/2006 | Small Business
Innovative ideas to create customer loyalty and brand awareness using low cost USB flash drives.
Business Card Boo Boos
By: Big Mike McDaniel | 07/01/2007 | Advertising
Your business card can be your most powerful advertising and marketing tool. Get your card into the hands of people who can do business with you and profit is sure to follow.
7 Tips To Increase Your Referral Business
By: Ken Harrington | 22/01/2007 | Marketing
Most small business owners start off building their businesses through referrals. Yet not a single one understands and uses the power of this great marketing method.
You're a Client?.... Then be Afraid – Very Afraid!
By: Paul Ashby | 02/04/2007 | Marketing
And they keep on saying "Advertising Works", hmmm well I guess it does, it works very well in removing huge sums of money from you with virtually nothing in return.
Understanding Why We Shouldn't be Advertising on the Web!
By: Paul Ashby | 25/05/2007 | Marketing
The fact of the matter is that assumptions about consumer behaviour never related to how people lived their lives.
However corporate greed is now busily investing huge amounts of money in the Internet; Microsoft $6 billion, Google $3 billion, WPP $650 million, all in the space of a few weeks.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Black Friday
By: bisthedog | 23-11-2007
What is black Friday and why is it called like this?
Stalker
By: SimonStudio | 23-11-2007
A person is stalking underage children on a social network and says something controversial and sexual. Multitudes of people block the account. The network disables the account as a result. How does this protect people if one can just login under a different name and email? It would seem it would be in our interest to not disable sick perverted people's accounts, because this would be a way to surveillance their actions. People should be able to block who they want. Disabling an account encourages people to bookmark and write the email down of who they want to harass. The people who bothered to block are now vulnerable. Besides the obvious rejection of the first amendment, I fail to see the logic of kicking people out for what they say, poke or friend. Also if a person has your email address and the network doesn't tell the accused harasser to delete it, how does the accused know a contact is hostile in the first place?
How can I buy a domain?
By: gmester | 21-11-2007
How can I buy a domain?Suppose it is not owned by anyone (I checked it), who do I need to pay? is is for life? how do I know I'm paying to the righrt authority? what doas this payment include?
Newspaper
By: dswagner | 21-11-2007
I want to publish an advertising magazine. How do I get good articles and also news to be published in my magazine?
Has anyone really found good paying jobs online?
By: trismelain | 21-11-2007
Has anyone really found good paying jobs online?
Web sites that use free text questions
By: eyalgb | 21-11-2007
web sites that use free text questions
Q&A Powered by: 
Latest Marketing Articles
Some Techniques for Good Copywriting
By: Robert Starr | 07/09/2008
Copywriting may appear easy, but it's the professional writer that makes it look that way.
Joint Venture Marketing: Running Ads for Little to No Cost!
By: Christian Fea | 07/09/2008
In the business world, or the world in general for that matter, getting something for nothing is a universally suspicious concept. "There's no such thing as a free lunch," "You always have to pay the piper," and such slogans are so commonplace they are cliche - and beliefs on which most people were raised.
Using Topic Based Articles To Build Incoming Links
By: Anil Vij | 07/09/2008
Content is king in the world of SERPs, and while more and more website owner are turning to publishing blog articles to help build Google PR, there is an easier way to maximize the impact and effect that your articles can get in terms of one way links by simply publishing articles to article directories.
The Power of a Strong, Well-Written Headline
By: Ramon Vela | 06/09/2008
When free to use our own creative marketing, as a VAR (Value-added Reseller) we achieve far better results than when we must use our vendor's marketing mandates.
Direct Marketing Tips And Solutions To Systematically Boost Your Profits
By: Paul Rowe | 05/09/2008
Direct marketing has two aspects, first to send messages or news directly to the customers without media interference, which includes email or telemarketing with consumers or business houses. Secondly, direct marketing focuses on driving purchases attributed to a specific "call to action".
Top 10 Ways To Get More Prospects Excited About What You Sell
By: Kathleen Ann | 05/09/2008
Your advertising copywriting needs to work hard to build up excitement and enthusiasm for your products or services. So much excitement that your prospects can hardly wait to whip out their credit card and buy what you sell. Try these top 10 ways to get more prospects excited about what you sell.
Finding The Clients When You Need Them
By: Chris Simpson | 05/09/2008
If you are in a situation where you need to get new clients, you may find that you are feeling stressed out about how your business is going. Whether you are new to the business or you have been working for a while, you should relax!
How To Market In A Bad Economy
By: Karen Scharf | 05/09/2008
Does this sound like you...the economy is going south, and you're starting to panic. You're worried about the financial health of your small business. You think about slashing your prices to stimulate your sales. You assume you need to cut back on your...
|
|
Marketing 
