A buyer who does not: what marketers are wrong





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20.11.2010 09:38
The trademark owner has promised to immediately dismiss any promospetsialista his company, referring to the averaged statistics on consumer preferences.

By the way, Mr. Brimer has admitted that some merketingmenedzherov promoting the Oasis thus have lost their jobs. "I am not interested in" modal ", but quite real buyer who comes into the shop and puts their hard-earned $ 50 for a T-shirt - explains the businessman. - Find out how he lives, where and with whom the rest of what he wants, for what and how much he is willing to pay. Determine what made him choose this shirt. Here on this research I am willing to spend their marketing budget "

In search of Harry Potter
Jason Brimer promised a generous reward professionals who provide it as a full, regularly updated and, most importantly, systematic information about the preferences and lifestyles of real consumers. The promises are unfounded will not name. In his blog, the owner of the Oasis has announced a competition to design a system to establish an integrated feedback from potential users of the goods of his TM. The prize for the developer the most effective system of feedback, according to a businessman, should be $ 5 thousand and the ability to oversee the implementation of its own project. Mr. Brimer does not hide that he expected mainly for talented amateurs and ambitious newcomers, as eminent professionals are often disappointing it is not too interesting and too costly proposals. This is followed by a detailed enumeration of the reasons why he was not satisfied with the program of regularly collecting information about the lifestyle of potential consumers, the companies proposed level of Nielsen. Most of mourning businessman essentially boil down to what, in his opinion, the shark research market describe the buyer is too superficial and sketchy. Jason Brimer convinced: the picture of consumer preferences, which can generate reports based on global network agencies, is not entirely untrue, and never fully fit. However, in more prosperous for the world economy during the growing consumer markets goodbye »FMCG-company failures related to inaccurate conclusions of analysts` research agencies. In a crisis, the price of marketing error has multiplied. So that any inaccuracy in the estimates of consumer preferences now - inexcusable luxury.

According to the Head of Department study of consumer markets, the International Agency Marketing Solutions Cynthia Rozengblat discontent Jason Brimer results of network research companies - no more than unwillingness to pay for serious market research. Ms. Rozengblat called referred tender for the development of customer feedback Oasis «looking for Harry Potter, which is a miracle and make it relatively cheap, which usually requires a hefty research budget.

"Personal contact with a potential buyer of designer clothes, of course, will give professionals, promoting TM, information about personal tastes and preferences of a particular consumer, but I would like to know how they plan to extrapolate this information to a consumer audience of many thousands - Cynthia Rozengblat perplexed. - Dialogue with the customer can replace the large-scale research only when it comes to the formation of individual proposals. Manufacturers and sellers of bulk commodities destined to be guided by statistics. If desired, you can initiate a comprehensive study of moods, tastes and interests, structured on a small target groups. However, costs on such a project, Jason Brimer obviously does not like. " Cynthia Rozengblat convinced that the owner of the brand Oasis refuses the services of international agencies, mainly because of greed. However, as the executive director of the Kiev office New Mind Igor Prigorskii, this is the case where greed may well be the engine of progress.

Want a discount?
Last year, one of the Russian network of shoe stores appealed to the New Mind with the order, reminiscent of the conditions of competition, announced by Brimer. Client should be to establish a system of dialogue with potential consumers in a way that it allows you to collect and organize personal information and reviews, and after using all this information for marketing purposes. The system was supposed to be low budget and related tools to stimulate sales. The task was not so difficult. The agency advised the customer to replace traditional promotional discount to individual participants in the interactive program. " To get started in social networks have launched advertising banners with the image of shop windows and the text: "Do you want a discount?". References are to the website where potential customers offering a unique discount rate. For this purpose it was necessary to register and fill out a short consumer survey.

For each participant in the program created a personal profile with a unique user name. This name, in fact, served as a "password" to obtain discounts at the store. Whenever a consumer used the discount, the cashier who are drawing up the sale, asked him a few additional questions. So gradually filled with expanded and updated profile life style. In order not to lose the discount, the buyer had at least once every two months to open their profile and post there any new information. This could be a picture, text entry in his diary, feedback about product and service quality in retail stores or answer "the question of the day, the proposed site editor. Any information in the profile can be open or closed for other participants in the program by the user. "In the first six months after starting the program, participants were not too active, - says Igor Prigorskii. - We even had to come up with a dozen non-existent, and consumers themselves to fill their open profiles to create the appearance of a rapidly growing social network. "

Promoprovokatsiya
Real buyers discount enjoyed with gusto, but the dialogue were reluctant. Answer only those questions that are asked cashiers immediately before the sale. Personal profiles open only as many times as needed to maintain the discount. Gathering information about customers is much slower than desired customer New Mind. Yes, and communicating with the target audience did not really have. The dialogue resumed only when insisted on selling party. Personal stories, reviews and suggestions from consumers was not in principle. "The situation changed after the agency`s employees, to administer the program, decided to make a little mystification", - says Igor Prigorskii.

All participants of the program on behalf of the non-existent user sent a message with a call to boycott promoted by the commercial network. Fictional character complains that he sold shoes at a size smaller than needed, pledging that they are spread. The mechanics of communication in the network was such that users who receive an "open" the message could read all the subsequent replies and comments. Very soon, the program participants showed response to the company, allegedly sent by the complainant. Unhappy customers were promised that the supplier will order a pair of the correct size and replace the inappropriate at no additional charge. "Within two weeks after this little drawing has published over fifty very real reviews - says Prigorskii. - Someone complained about the seller with a bad grace, some one - to "wash out" range, some one said that a certain model is extremely short-lived, inconvenient, and advised her not to buy. People believe in what they will read their messages and get by them to react. " Some participants began to read other people`s reviews and add your comments. Users started a much more open to their profiles and spend more time online. Some now do use the profiles as personal diaries. The program itself was chemto like thematic social network. "Thus, we have one blow killed not even two, and at least three birds with one stone: get a source of regularly updated, reliable information about customers, their tastes, habits and lifestyles; established a feedback system with the target audience, have learned to track the mood of customers", - explains expert.

This summer, New Mind customers tried to use an interactive program that it is for demand forecasting. Before the next order for next season consumers have opened access to catalogs of models proposed by suppliers trading network. Members were asked to select one or more models that they would like to purchase, to note what size you want and indicate how it is trading at their most convenient way to make this acquisition. "For us it`s an experiment, and talk about the results until early - said Igor Prigorskii. - Consumers are clearly liked what they offered an opportunity to influence the selection of stores in the next season. So many come into the electronic catalogs are posted on our corporate website, and choose a model. Such a choice - not a guarantee of purchase.
However, the agency recommended that the customer ordered from suppliers is something that will point users, even if analysts` forecasts of the market will speak in favor of other proposals. "
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