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A heavy user of fast food might visit their favorite QSR locations nine times per week. However, non users, light users and moderate users represent the majority of consumers. This drags down the mean (average) usage level. Why does this matter?
With mass marketing it costs the same to reach the average as it does to reach the heavy user and the non user. Conclusion, much of the investment in mass marketing is wasted on consumers who won’t buy often enough to pay for the marketing.
Targeting average users is based on the assumption that all consumers contribute equally to category value so, if there are an equal number of people above as there are below the average, a message to the middle will pay off. Not true. And especially not true when value is considered. Heavy users contribute a much greater proportion of the category value than their numbers would suggest. Think the 80:20 Rule. These are your best customers.
And, heavy users’ needs from the category are very different than the needs of the moderate and light user. In all likelihood, a message crafted to appeal to the average user won’t appeal to them. For the advertising to affect their behavior, it must reflect their perspective on the brand and the category.
This is not your father’s mass marketing. It’s hard and requires a lot of thought and work. But the pay off can be huge.
Hip Shots
- Understand who your heavy users are and what makes them tick. They probably know more about the category than you do.
- Target them with media that reaches them efficiently. If they are heavy users of the internet use online advertising and don’t worry about the other segments.
- Craft your message to appeal to their needs. Warm and fuzzy won’t do it for them. They need real, practical reasons why they should buy.
- Create advertising and marketing programs for key segments
- If they are loyal to the brand give them reasons to buy again.
- If they are heavy category users but not heavy users your brand find out why and give them a good reason to use you more often.
- If they are moderate users of the category and relatively loyal to your brand give them reasons to use the category and your brand more often.
- A final word of caution, remember the first principle of Customer Relationship Marketing, “Attract the right customers for the right reasons.”
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