By Roddy Mullin
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Additional info for Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work
Retail customers may also be business-to-business buyers (for an organization, for themselves as small businesses or as self-employed people) or members of a professional body. They are certainly all ‘members of the public’ and the same approach is expected. Delivery of product or service is expected to meet the brand’s standards – and comparisons are made with other competitor brands. Identifying your customer Remember, customers are affected by their background and their social or cultural inﬂuences; they each consider and think of matters in different ways; they have varied economic purchasing power; they have different levels of intelligence; they have prejudices.
It is achieved through integration and comes from applying internal marketing within an organization – all aware of the brand values. (Source: Mullin, 2001) It’s all in the mind of the customer Branding This is the process of lodging your offer in customers’ minds to remind them you exist just as and when they need you. The ‘shorthand’ mind retention device is your logo or brand name. If you have it right, the shorthand encompasses the six Cs – the offer – outlined above. It is a powerful thing, a successful brand, and when you achieve brand bonding the world is your oyster; rather, you will sell more.
The DMI believes key marketing people need to be re-educated to understand the dramatic changes in communication that are occurring. 5 billion in 2007, rising to £10 billion by 2011 (ABI Research, 2007). Mobile marketing offers a uniquely personalized communications channel. Customers are looking for an easy life and are time-conscious, and in this area further ‘customer bonding with the brand’ is happening. Tesco, for example, is a master of bonding with the brand. Bonding occurs often to save time, and such bonding provides brand experience to further differentiate the bonded brand from competitor brands (sales promotion excels in assisting bonding, especially when it is related to routine customer purchases), which both conﬁrms customers’ purchase supplier choices and strengthens the bond with the retailer.
Sales Promotion: How to Create, Implement and Integrate Campaigns That Really Work by Roddy Mullin