The importance of core customers is self -evident. It determines how the resources of the enterprise should be distributed to obtain the maximum efficiency. Simply put, it is to spend money. Regarding this issue, the general point of view of enterprises believes that the so -called core customers are in line with the 20/80 principle. So how to determine the core customers? Let ’s take a look with me, I hope you can be satisfied, thank you.
The method of determining the core customers: The method of determining core customers 1. “origin” is “important”
If you can divide in age: 5-14, 15-20 years old, 20-30 years old, 30-45 years, 45 years old, or more than 45 years old, if the core customer base may be between 20-30 years old, it may be between 20-30 years old. However, after research, McDonald’s core customer base is between 5-14 years old. Why? This starts from when McDonald’s just entered China more than ten years ago.
Mado when McDonald’s just entered China, a two -story independent restaurant was opened at the crossroads of Wangfujing, Beijing. At that time, McDonald’s is a kind of Chinese consumers for most Chinese consumers. Fresh things, consumers who can be courageous to try are mostly people who are about 30 years old with a certain consumption power, but these people have rarely turned back after taste McDonald’s. After investigation, most people think that McDonald’s taste is not good. They think the latter is more flavorful than the old Beijing fried noodles. Due to the problem of Chinese food culture, McDonald’s cannot establish its own consumer groups in the existing potential consumer groups. If you want to reverse such a situation, you must start with consumer food culture habits. And changing eating habits must start with children, especially children around 5 years old. According to medical research, children are mostly only about 5 years old. It is the so -called sour, sweet, spicy, and so on. When they grow up, they will be McDonald’s loyal consumers. At the same time, their children will inherit their parents’ habits and become regulars of McDonald’s. Therefore, there is no doubt that children are McDonald’s core customers. To this end, McDonald’s marketing strategy must be tightly focused on such a core customer group.
Children are core customers, but how to attract children into a problem is the key to the problem. McDonald’s found that children are often more important than eating. By playing, the attractiveness of children has become an excellent marketing strategy. To this end, McDonald’s, no matter the decoration of the restaurant, to the overall layout, it reflects it. Children’s characteristics, not adult characteristics. All McDonald’s has a children’s playground. At the same time, it provides students with self -study time for free. The waiter leads the children to do radio gymnastics, celebrates birthdays and give birthday gifts for children. Several birthdays. The above activities show that McDonald’s’s good intentions on children’s customers. These are because children are McDonald’s core customers. Now we see the powerful consumer group around 20-30 years old. result. Therefore, children are the source of McDonald’s customer and are the core customers in the true sense.
Cing Core Customer Methods 2. “The earliest” is “important”
Core customers may be produced in the earliest cognitive or applied products. Baby milk powder is a very obvious example. Of course, the main consumer group of baby milk powder is of course those who are breastfeeding, but the real core customer group is not those mothers who have children who are breastfeeding, but those pregnant mothers. It turns out that the baby’s mother usually chooses milk powder before the child is born, and if the baby uses a milk powder, he will not change another brand of milk powder, because changing milk powder will cause baby diarrhea, so in most cases, the baby will do it. Persist in eating a kind of milk powder.
According to this situation, most companies will sell milk powder to mothers before the baby is born, and introduce product publicity one -to -one products. Due to the popularity of China’s family planning system, such a list is obtained. It is not a very difficult thing. Therefore, telephone marketing and direct investment have become important marketing methods. In order to compete for customers to use high -density tackling methods during the maternal pregnancy, even at the expense of gifts to fight for customers, but Once the child is born, the manufacturer’s propaganda work will gradually calm down. At this time, we find that the real core customers are those who have the earliest cognition or use the product.
If determination of core customer methods III. “The most picky” is the “most important”
The core customers in many industries are those who are the most discerning and driving customers. In terms of cosmetics, in the early days of the market, core customers may be those consumers who have fun. The author once came into contact with a lady and asked why she chose a certain brand of products, she replied that it was because a elder sister at her neighbor’s house also chose this brand of cosmetics, because the eldest sister looked like Maggie Cheung Therefore, the cosmetics she used to connect with Maggie Cheung and played a direct role.
The core customers who are in the construction industry and IT system often appear. For example: If the construction enterprise wants to develop to the area, the most important thing is that in the area must have influential benchmark projects. These benchmark projects should have a certain influence in the local area and have a huge demonstration effect. In such projects In the end, enterprises may often have no proficiency, but for the future market development, companies still need to actively operate, otherwise even if they have done 100 projects, if this project is not done, it is likely to affect long -term development. The customer groups with demonstration effects exist both in fast -selling products and industrial products, and they are critical to identify them. The method of maintaining core customers: . SMS
From the perspective of telephone sales, SMS will also be a better way to maintain long -term contact with customers. When using SMS, you should pay attention to the introduction of the product and service carefully. When the seller is preparing to introduce products or services to customers by SMS, it is best to tell the customer in advance. If you blindly get some mobile phone numbers from any channel, send them to them, and the result of this will only attract complaints from mobile phone users.
. Letter, postcards
Car sales champion Joe Jirad will send 15,000 postcards every month in order to keep in touch with your customers, so that customers always always always There is no way to forget him. Even if he does not change the car for the time being, he will take the initiative to introduce the customer to him, which has become one of the key factors for Joe Gelard’s success.
The telephone seller can also use this method to keep in touch with customers. Now the development of IT technology is very different from the Joe Gerald era. Many sellers use email to replace postcards and handwriting letters. The cost will be reduced and the efficiency will be improved. However, traditional handwriting letters and postcards can give customers a different feeling.
. Mailing gifts
When the holiday is coming, it is best to mail some practical gifts to customers when conditions permit. This is the implementation of emotional marketing Necessary links. For example:
It a large customer manager of a company made a number of customers, but the client did not see him. Later, he sent the company’s new telephone. When the phone was given to customers, the customer’s attitude changed a lot. Someone asked the big customer manager: “What is the main reason for this?” The big customer manager thought about it and said, “Maybe he thinks I really care about him and care about him.” It is exactly so, a small gift, a small gift It is not necessarily expensive, but it can make customers feel your concern and immediately accept you.
. Customer friendship
The companies now set up their own large customer clubs in order to better serve their customers and regularly hold various theme customers. Friendship activities, to further enhance customer relationships, this method is particularly suitable for those marketing industries that are guided -oriented and business areas are relatively obvious. For example, the telecommunications industry, the financial industry, etc.
The importance of core customers is self -evident. It determines how the resources of the enterprise should be distributed to obtain the maximum efficiency. Simply put, it is to spend money. Regarding this issue, the general point of view of enterprises believes that the so -called core customers are in line with the 20/80 principle. So how to determine the core customers? Let ’s take a look with me, I hope you can be satisfied, thank you.
The method of determining the core customers:
The method of determining core customers 1. “origin” is “important”
If you can divide in age: 5-14, 15-20 years old, 20-30 years old, 30-45 years, 45 years old, or more than 45 years old, if the core customer base may be between 20-30 years old, it may be between 20-30 years old. However, after research, McDonald’s core customer base is between 5-14 years old. Why? This starts from when McDonald’s just entered China more than ten years ago.
Mado when McDonald’s just entered China, a two -story independent restaurant was opened at the crossroads of Wangfujing, Beijing. At that time, McDonald’s is a kind of Chinese consumers for most Chinese consumers. Fresh things, consumers who can be courageous to try are mostly people who are about 30 years old with a certain consumption power, but these people have rarely turned back after taste McDonald’s. After investigation, most people think that McDonald’s taste is not good. They think the latter is more flavorful than the old Beijing fried noodles. Due to the problem of Chinese food culture, McDonald’s cannot establish its own consumer groups in the existing potential consumer groups. If you want to reverse such a situation, you must start with consumer food culture habits. And changing eating habits must start with children, especially children around 5 years old. According to medical research, children are mostly only about 5 years old. It is the so -called sour, sweet, spicy, and so on. When they grow up, they will be McDonald’s loyal consumers. At the same time, their children will inherit their parents’ habits and become regulars of McDonald’s. Therefore, there is no doubt that children are McDonald’s core customers. To this end, McDonald’s marketing strategy must be tightly focused on such a core customer group.
Children are core customers, but how to attract children into a problem is the key to the problem. McDonald’s found that children are often more important than eating. By playing, the attractiveness of children has become an excellent marketing strategy. To this end, McDonald’s, no matter the decoration of the restaurant, to the overall layout, it reflects it. Children’s characteristics, not adult characteristics. All McDonald’s has a children’s playground. At the same time, it provides students with self -study time for free. The waiter leads the children to do radio gymnastics, celebrates birthdays and give birthday gifts for children. Several birthdays. The above activities show that McDonald’s’s good intentions on children’s customers. These are because children are McDonald’s core customers. Now we see the powerful consumer group around 20-30 years old. result. Therefore, children are the source of McDonald’s customer and are the core customers in the true sense.
Cing Core Customer Methods 2. “The earliest” is “important”
Core customers may be produced in the earliest cognitive or applied products. Baby milk powder is a very obvious example. Of course, the main consumer group of baby milk powder is of course those who are breastfeeding, but the real core customer group is not those mothers who have children who are breastfeeding, but those pregnant mothers. It turns out that the baby’s mother usually chooses milk powder before the child is born, and if the baby uses a milk powder, he will not change another brand of milk powder, because changing milk powder will cause baby diarrhea, so in most cases, the baby will do it. Persist in eating a kind of milk powder.
According to this situation, most companies will sell milk powder to mothers before the baby is born, and introduce product publicity one -to -one products. Due to the popularity of China’s family planning system, such a list is obtained. It is not a very difficult thing. Therefore, telephone marketing and direct investment have become important marketing methods. In order to compete for customers to use high -density tackling methods during the maternal pregnancy, even at the expense of gifts to fight for customers, but Once the child is born, the manufacturer’s propaganda work will gradually calm down. At this time, we find that the real core customers are those who have the earliest cognition or use the product.
If determination of core customer methods III. “The most picky” is the “most important”
The core customers in many industries are those who are the most discerning and driving customers. In terms of cosmetics, in the early days of the market, core customers may be those consumers who have fun. The author once came into contact with a lady and asked why she chose a certain brand of products, she replied that it was because a elder sister at her neighbor’s house also chose this brand of cosmetics, because the eldest sister looked like Maggie Cheung Therefore, the cosmetics she used to connect with Maggie Cheung and played a direct role.
The core customers who are in the construction industry and IT system often appear. For example: If the construction enterprise wants to develop to the area, the most important thing is that in the area must have influential benchmark projects. These benchmark projects should have a certain influence in the local area and have a huge demonstration effect. In such projects In the end, enterprises may often have no proficiency, but for the future market development, companies still need to actively operate, otherwise even if they have done 100 projects, if this project is not done, it is likely to affect long -term development. The customer groups with demonstration effects exist both in fast -selling products and industrial products, and they are critical to identify them.
The method of maintaining core customers:
. SMS
From the perspective of telephone sales, SMS will also be a better way to maintain long -term contact with customers. When using SMS, you should pay attention to the introduction of the product and service carefully. When the seller is preparing to introduce products or services to customers by SMS, it is best to tell the customer in advance. If you blindly get some mobile phone numbers from any channel, send them to them, and the result of this will only attract complaints from mobile phone users.
. Letter, postcards
Car sales champion Joe Jirad will send 15,000 postcards every month in order to keep in touch with your customers, so that customers always always always There is no way to forget him. Even if he does not change the car for the time being, he will take the initiative to introduce the customer to him, which has become one of the key factors for Joe Gelard’s success.
The telephone seller can also use this method to keep in touch with customers. Now the development of IT technology is very different from the Joe Gerald era. Many sellers use email to replace postcards and handwriting letters. The cost will be reduced and the efficiency will be improved. However, traditional handwriting letters and postcards can give customers a different feeling.
. Mailing gifts
When the holiday is coming, it is best to mail some practical gifts to customers when conditions permit. This is the implementation of emotional marketing Necessary links. For example:
It a large customer manager of a company made a number of customers, but the client did not see him. Later, he sent the company’s new telephone. When the phone was given to customers, the customer’s attitude changed a lot. Someone asked the big customer manager: “What is the main reason for this?” The big customer manager thought about it and said, “Maybe he thinks I really care about him and care about him.” It is exactly so, a small gift, a small gift It is not necessarily expensive, but it can make customers feel your concern and immediately accept you.
. Customer friendship
The companies now set up their own large customer clubs in order to better serve their customers and regularly hold various theme customers. Friendship activities, to further enhance customer relationships, this method is particularly suitable for those marketing industries that are guided -oriented and business areas are relatively obvious. For example, the telecommunications industry, the financial industry, etc.