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Two businesses - a women's clothing boutique and a mail-order operation -- recently consulted me about the same dilemma. Each had achieved satisfying sales through channels that didn't allow for further growth. They needed a fresh marketing program that would yield a steady stream of new customers, and they were confused about where and how to advertise. | Tài liệu tham khảo - www.marketingchienluoc.com Clone Your Best Customers Two businesses - a women s clothing boutique and a mail-order operation -recently consulted me about the same dilemma. Each had achieved satisfying sales through channels that didn t allow for further growth. They needed a fresh marketing program that would yield a steady stream of new customers and they were confused about where and how to advertise. Like Dorothy with the ruby slippers in the Wizard of Oz they already had most of what they needed for a solution but they didn t know how to use what they had. They needed to investigate whom their buyers - especially their highest-spending and most frequent patrons - were. In doing so they d learn how to clone their best customers. The general principle Discover the characteristics of your current customers and use that knowledge to reach more shoppers just like them. The clothing store already knew the age range income level and some cultural interests and hobbies of its clientele. I suggested that they find out which newspapers magazines and TV and radio programs their buyers read watch or listen to as these might prove prime advertising vehicles. Once ads are running in many places you can also ask customers which media outlet persuaded them to come into the store although many buyers don t remember this information. The mail-order operation had little knowledge of the income or the educational level of its purchasers since orders so far had come in through the anonymity of the Internet. However it was relatively simple for them to send a follow-up questionnaire by e-mail which asked a buyer s age educational background employment status employed or self-employed income bracket and profession. The brief questionnaire also asked how satisfied they were with their purchase generating glowing testimonials along with a few complaints. Questionnaire answers would help this business intelligently choose where to advertise. To the clothing store I
