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June 13, 2007
Listen. Your Customers Are Speaking.
(After a hiatus, we’re proud to say that Brand Perspectives is back and will again be publishing regularly.)
You may know it. I certainly know it. But many brand experts don’t know that customers can provide you with a myriad of intriguing insights into building your brand –– and boosting your business. You just have to offer them an open channel of communications.
After all, once you’re privy to what your customers are thinking through ongoing customer research, you can truly enhance their relationship with your brand.
• Example #1: For 50 years, Japanese car makers have catered to their growing customer base who love driving peppy, fun, fuel efficient vehicles. So savvy brand marketers like Toyota, Honda and Nissan have carved out an increasingly larger share of the global vehicle market by constantly researching what their loyal customers want.
• Example #2: These non-traditional companies kept listening to what their customers wanted, not what their Board of Directors demanded. In early May, Toyota passed General Motors as the world’s largest auto seller. That’s quite a coup considering Toyota only makes one brand, while GM produces 11!
• Example #3: The merger of Daimler-Chrysler has slammed into the guardrail and is careening off the cliff. Further proof that a poorly run US car company can’t be saved, even by a flashy European import.
These three case studies are perfect examples of being able to measure relevant customer metrics over the long-term to gain accurate, actionable results. Brand research helps you understand more about your prospects, your customers, your shareholders, and others, so you can step up your sales pitch to the loyal ones and stop wasting your money on those who aren’t as faithful.
With the right tools and the proper step-by-step guides to improve your research practices, you can more easily capture, codify and interpret information to move your marketing strategy forward.
So whether you need to present perceptual brand attributes to a data-oriented board, to make a case to extend a product line, or to justify some long-delayed pricing updates, brand research can serve as the foundation to build your case, get better mileage out of your marketing budget, and enjoy more sales.
Posted by MCorp. at 13.06.2007 16:43 | Permalink
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