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Relationship
Marketing Australia
Article
by MadamSplash
The
science of sourcing and developing a customer base in Australia is called Relationship
Marketing.
Relationship
Marketing came about predominantly as a result of technological
advancements that led to speedier manufacture and the drop in pricing of
products and services. At the same time technology resulted in faster, cheaper marketing communications,
which became so
aggressive, consumers were literally swamped with sales information and
opportunities.
Organisations
recognized that they could no longer remain viable with a limited number
of products or services to sell
to customers. To
compete effectively they would need to understand
their client base better, so that they might produce goods and services that
would
be of interest
to their target audience.
What
is more valuable than a new
customer?
A
repeat
customer!
Manufacturers
were quick to take up the concepts of Relationship
Marketing, which
is now mainstream for many products and services in Australia, for
example:
Software
manufacturers
maintain relationships with purchasers through "essential"
upgrades.
Play Box
manufacturers
produce relatively cheap games equipment, but capitalize on
the repeat sales of new games.
Food
manufacturers
maintain a relationship by tapping into customers repetitive
purchase patterns and by introducing new lines and brands.
Major automotive
manufacturers
maintain a relationship with customers through servicing and
parts.
Selling
focuses upon a product
or service
and seeks a target audience to sell it to ...
Relationship Marketing
focuses upon the target
audience and asks:
-
What
age are they;
-
Where
do they live;
-
What
interests to they have;
-
What
can they afford;
-
What
can be created to sell to them;
-
How
can we keep them coming back?
Understanding the needs and desires of the
target audience, puts the marketer into the drivers seat.
Relationship
Marketing Lingo:
Selling
- The promotion of a
product or service.
Up
Selling - The promotion
of an upgraded, better or more expensive product or service to that
initially enquired about.
Cross
Selling - The promotion
of additional products and services that can be added to or improve the
initial sale. E.g. Software Upgrades.
What about Businesses that
only have one key service or product?
A
dedicated service provider such as therapists, professional or other
practitioners can boost
their business opportunities by incorporating relationship marketing.
For
example:
A Hairdresser
could capitalize on customer relationships by
maintaining a record
of a customers contact details and future needs. A mailed (or emailed)
newsletter could be sent offering attractive incentives to return to the
salon.
Cross Selling
could be achieved through advance booking incentives and the sale of hair
products.
When
launching or re-launching products or services,
Relationship Marketing should be
taken into consideration for future success.
Source: Pauline Douglas -
Relationship Marketing
To
discuss your Sales Promotion and/or Internet Marketing needs email or call
MadamSplash on 1800 775 244 or
(07) 4081 0244. end. |
