Creating the Forever Customer

Have you ever thought about what motivates people to buy a product or use a service? Is it to obtain popularity, stay trending, or for power? The answer is deeper than that. Centuries of history have shown us that we are motivated by a desire to meet certain fundamental human needs. That is, humans are motivated to do things by a desire to meet their deep-rooted needs. These needs are not “wants” but “needs” that we all have by just being human.

We are endowed with 7 categories of needs that are called fundamental human needs. We each express and are satisfied by each need in different ways. I believe that fundamental human needs are the keys to success in life and successfully influencing others. If you want to influence or empower another person or group, there is no better way than by meeting most of their fundamental human needs.

This theory is what prompted the concept of my unique marketing strategy. Meet a potential customer or current customer’s fundamental needs, and people will follow your brand anywhere you take them. I have taken the fundamental human needs and created the High-Five marketing plan strategy. This strategy focuses on five touchpoints that will create a brand presence that will connect with your target market no matter the product or service. The five touch points in the High-Five plan are…

1. Assurance

2. Surprises

3. Importance

4. Connection

5. Teach and They Will Come

1. ASSURANCE

In a world of spam and tricks, people need to feel assured that the products/services offered are of high quality. A marketing plan should have touch points that highlight the value of the product or service. In the infomercial world, they use money back guarantees. This is an acceptable option, but there are other ways to gain customer confidence without having the customer take a risk.

EXAMPLE: Sign up to be a vendor or have a booth at trade shows or events. Give consumers the opportunity to try out the products or services first-hand. Free samples usually make a great impression as well.

2. SURPRISES!

Almost everyone loves surprises. Simply imagine a spouse or friend unexpectedly brightening your day. It warms the heart and leaves butterflies in your stomach, you feel special. Now, imagine delivering that feeling to consumers. Adding surprise touch points is crucial to an effective marketing plan.

EXAMPLE: T-Mobile does an excellent job of this on T-mobile Tuesdays, hosted through an app they created. They have given freebies to their customers which include everything from pizza to free products. They give customers currently using a different client, a fun and unique incentive to switch to their company, all while satisfying the need for spontaneity.

3. IMPORTANCE

Everyone likes to feel important these days. It’s the basis of the success of all social media sites like Facebook. Adding touchpoints that make customers feel important is a win-win for your marketing plan.

EXAMPLE: Disney Cruise Lines does an amazing job of making the customer feel as though they are their number one concern. When booking a vacation at one of their resorts, the cruise line will send personalized vacation plans specific to the customer’s wants and needs. In addition, the employees all greet their guests and call them by their name the entire trip. Once the traveler returns, the company continues its labor of love and calls the customer to make sure their vacation was top-notch.

4. CONNECTED

Modern society is addicted to connection. Feeling connected to an organization or group gives the illusion to consumers that they are a part of a group or a tribe. Adding interactive and connected touchpoints to a marketing campaign will allow your customers to engage with you and your team.

EXAMPLE: Encourage customers to take pictures while using your product or service and share them on their social media sites. BONUS: Add contests to the mix and award the best photo to increase interest and response.

5. TEACH AND THEY WILL COME

Knowledge is power. Being able to give power to your client is a must.

EXAMPLE: Do It Yourself videos on how to use one of the business's products or services.

Bonus: PAY IT FORWARD

People love to give back. What better way to let them give back than by making the money they're already planning to spend on shoes, dinner out, a new television, and more, work for them?

EXAMPLE: At Tom’s Shoes, for every shoe, a customer buys from them, they donate a shoe to someone in need.

If you would like to learn more about this concept and would be interested in doing a free consultation on how we can be a helping hand. Call 1-866-74EXTRA