Chapter 8: Learning Curves and Life Stages - Relationship-Building Opportunities


Overview

Conventional wisdom often prompts marketers to target young people because brand preferences are established early in life. Although some brand preferences are established in youth, there are other windows of "brand openness" in customers' lives when companies have a lucrative opportunity to capture the attention of firsttime buyers and shift dollars away from the competition.

When a customer faces a steep learning curve prior to a purchase (such as buying stocks or mutual funds) or experiences a life transition (such as having a baby), a significant number of new brand decisions are made. Because such customers need extra support during these times, they represent prime opportunities for building strong customer relationships and cultivating deep brand loyalty. And the best news for marketers is that these learning curves and life transitions occur multiple times throughout a person's life, not just when customers are young.

In this chapter we will explore the role confidence plays in the buying cycle and then take a closer look at the life transitions that women navigate throughout their lives. With customers hungry for tailored information and customized support, you will learn how your brand can be in the right place, at the right time, delivering the precise information customers are seeking.




Don't Think Pink(c) What Really Makes Women Buy(c) and How to Increase Your Share of This Crucial Market
Dont Think Pink: What Really Makes Women Buy -- and How to Increase Your Share of This Crucial Market
ISBN: 081440815X
EAN: 2147483647
Year: 2006
Pages: 96

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