Monday, October 12, 2009
Categorized | E-mail Best Practices, Multichannel Marketing
Why do people transact with you?
Posted by Sundeep Kapur | Monday, October 12, 2009
As we prepare our campaigns and plan our communiques with our lists here is a quick recap of why people transact – bank / make purchases. Broadly speaking people purchase / transact because –
1. They need it,
2. They find it of value,
3. It is something aspirational.
If you walked into a grocery store to pick up milk, eggs, & cereal for breakfast – you are satisfying a need. As you walk through the store you may see beer or soda on sale so you decide not to pass up on the good deal (value). As you are walking out of the store you eye that water fountain – it looks wonderful and sounds so serene & soothing – you think about purchasing it sometime soon – now that is aspirational.
A checking and saving account is a need, so is a credit card. Opening a six month CD for 3.25% interest would be something of value today, planning a purchase to redo your kitchen is something aspirational.
Three basic shirts from your clothing cataloger might be a need. Picking up two more to waive the shipping might be of value. Getting the shirts monogrammed or switching to French cuffs with cufflinks might be aspirational.
The key here is that the consumer gives us these opportunities to try and connect to them. As marketers we need to watch and plan for these connections. Your email strategy should take advantage of the need to showcase value, ultimately up-selling you on something aspirational.
If there are campaigns that you have liked feel free to share them with us at sundeep.kapur@gmail.com – I will post them for others as well.
1. They need it,
2. They find it of value,
3. It is something aspirational.
If you walked into a grocery store to pick up milk, eggs, & cereal for breakfast – you are satisfying a need. As you walk through the store you may see beer or soda on sale so you decide not to pass up on the good deal (value). As you are walking out of the store you eye that water fountain – it looks wonderful and sounds so serene & soothing – you think about purchasing it sometime soon – now that is aspirational.
A checking and saving account is a need, so is a credit card. Opening a six month CD for 3.25% interest would be something of value today, planning a purchase to redo your kitchen is something aspirational.
Three basic shirts from your clothing cataloger might be a need. Picking up two more to waive the shipping might be of value. Getting the shirts monogrammed or switching to French cuffs with cufflinks might be aspirational.
The key here is that the consumer gives us these opportunities to try and connect to them. As marketers we need to watch and plan for these connections. Your email strategy should take advantage of the need to showcase value, ultimately up-selling you on something aspirational.
If there are campaigns that you have liked feel free to share them with us at sundeep.kapur@gmail.com – I will post them for others as well.
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