Of late I have been going through alot of documents trying to figure out why sometimes we buy things at the words of our peers. It might seem funny to most us that our friends can influence how we choose to spend money. This is the reason why most businesses us testimonials as part of their marketing campaigns.
Do not underestimate the power that this marketing strategy carries. As it stand to appeal to our human nature of wanting to belong to socitial grouping. This need is what they seek to use to get us buying different products.
However when using this strategy they is a lot of things one have to consider. First and foremost, one need to define their target group or groups. Two need to figureout the norms that glue the group together. This enable the entrepreneur to know how best to craft his or her message not to offend the targeted clientele(in this instance group) effectively.
Once this two things are clearly defined, the entrepreneur will need to move on to finding out the people who are influential onto those groups settings. These are the people that they target first to use their products or service and ask for their feedback. Once they have them the entreprenuer can us this feedback as testimonies. which in turn (s)he use to appeal to the rest of targeted grouping. Thereby appealing to the egos of those groups and having a validation that stand as a stamp of approval for them to trust the brand.
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