For years, business owners have based their marketing efforts on the face value of those customers walking in their front doors. Taking a mental calculator out to add up the cost of the purchase, the hand bag they were carrying, the rings on their fingers, and even the clothes on their backs. This is not uncommon in the small business community. It's important for the small business owner to know as much as they can: they have small budgets and can't afford to waste money on the wrong people.
Having worked in the world of retail for so long, I learned a thing or two. First, if you are attempting to sum up the value of a customer, chances are you will be wrong. Some of my best customers were in sweats, no jewelry, and polite as could be. The customers with the elaborate outfits, carrying purses with genetically altered battery powered stuffed animals, were rude, cheap, and far from loyal.
Thankfully, today we can use technology to help set the curve. Between Facebook and Big Data, we as marketers can truly become the consumer whisperer for businesses. We have the ability to see below the surface of these customers: recognizing spending trends and their seasonal habits, as well as link a variety of different demographics together to form the ideal customer profile card. Who would've known that the Harley shop down the street's number two behavioral demographic, following 'motorcycle enthusiast', would be 'gardening'? With hyper-targeting, we can discover these demographics to fully form the real consumer for each small business owner. Now that's powerful.
-Bryan Webber (Red Shoe Media)
When the ceiling comes crashing down...
January 3, 2017
College & Social Media Go Together like College & Beer
September 1, 2014
“The first thing we should do, is we should listen. Listen to what everyday Iowans are facing,” he said.