The primary strategic marketing communications battle from now on will be to see who goes furthest in empowering their customers.
To empower your customers you will have to:
Provide them with far more information than you currently do.
Shopper’s Voice, through Programmed Instruction, provides far greater choice and information than conventional advertising.
Allow them to make decisions about you and your company together with your resources.
Shopper’s Voice through the “Event” format gives your customers plenty of choice. Additionally it provides your customers with the perception of control!
Shopper’s Voice allows your customers to make decisions about your company and your products.
Additionally the copy “Your opinion is important” and “We will listen to what you have to say” allows your customers to feel that they are running your organisation!
Because of this Shopper’s Voice will tighten your relationships with your
existing customers therefore increasing the revenue you get from each customer.
And the only form of communication that can do all the above so that you do tighten your grip on your customer is…. Interactive communication!
Because interactive communication allows you to have an ongoing debate with your customers and your prospects, make regular interactive conversations available where they can debate not only about your products and services but the very soul of your company. Because that will be much more powerful than just putting your advertisement on television (or wherever) or I’m going to sell my goods in Tesco (or wherever).
Then, when you get asked, “Who’s running your business?” you can honestly reply, “My customers through genuine interactive programmes!” and earn major brownie points!