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March 2013

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Current Marketing Trends- Keeping Clients by Thinking Ahead of Them



By John Vachalek - CEO, Webolutions

As a Denver marketing agency we continually identify and evaluate current marketing trends. Sometimes the most important trends are identified by taking a step back and reviewing the basics of successful marketing. How will success be measured? What are the critical factors for moving this needle?

In general, marketing success will be measured by the increase in overall company sales. So, the next question is, what are the key factors to moving this needle? This can be broken down into 2 categories:
  • Existing Client Retention - keep all your existing clients and have them spend more
  • New Client Acquisition - acquire new customers.
In order to have successes at either of these, you must present some sort of value and deliver this value in a way that your existing customers and potential new customer want to consume it. Regardless of your industry, whether this is a coffee company, law firm or lawn care service, by thinking ahead of your customers you will have greater success in achieving your marketing goals.

When it comes to keeping existing clients, you must anticipate their needs, meet these needs and exceed their expectations. This is far easier if you plan to do this, rather than being surprised and reacting. You can do this by understanding the Consumption Lifecycle.
Purchasing Phase - Diffused Need -> Focused Need ->Purchase Decision
Ownership Phase - Confirmation -> Identification -> Gratification
Repurchase Phase - Indifference -> Disenchantment -> Receptive
So, the key to keeping your existing customers is to reach them with a new, value-added proposition somewhere just before they reach the Disenchantment level and become Receptive to someone else's offering. Be sure to always have something new and engaging to disrupt the Indifference and move your clients back to the Ownership Phase of your relationship.
Here are some keys as to how to think ahead on a daily basis:
1. Identify specifically for what you are planning
2. Follow your intuition - you have a lot of hidden knowledge
3. Filter your own personal bias - make sure to focus on your audience
4. Visualize the worst-case scenario - what do you need to do to avoid this?
5. Visualize the best-case scenario - what do you need to do to make this happen?
6. Prepare - be ready for the opportunity
7. Try It - begin doing this on a trial basis to test the results
8. Adjust - continue to evolve to increase results
How to use this Information - Using the Consumption Lifecycle
1. Identify how your customers may relate to each of these different phases.
2. Identify what you are currently doing or should be doing to interject new life and value into your customer relationships when they reach the Indifference Phase
Follow the steps and get used to always thinking ahead of your customers and all situations in your life.

John Vachalek is CEO of Webolutions, a web Design, development and marketing agency in Denver with expertise in SEO, brand creation and evaluation, graphic design and more. For more information contact John at 720-746-2732 or by email at john@webolutions.com. Visit their website at www.webolutions.com.





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