With several companies hustling for space in a given segment, the customer is king like never before. Every company has to woo the customers and try to get their attention away from others. With segmentation come down to micro levels, many companies offer similar traits and properties in similar products, leaving it to the customers to choose the one that appeals to them.
Companies which operate in intensely competitive market segments might find it hard to create distinct segmentation for them. For instance, a departmental store for fashion and lifestyle products might have been a prominent name at the time it was launched. However, today it is lost among the myriads of their brands and stores that offer similar array of products. It is up to the creative agency to create distinctive and separate ad campaign, which will help divert or grab the attention of the customers, see this top advertising agencies in Brisbane.
Understanding the customer experience
One way of a firm maintaining a distinct image in the market is to understand the customer expectations from it and to work around it. This is applicable for brands that have been in the market for a while and have established themselves in a certain way in related societies, see this great videographer. For instance, a mid market, departmental store brand will have its loyal set of customers who like the products being offered here that are value for money. The creative agency that works for such a brand needs to identify the key traits of the loyal customers and increase the appeal of the products towards this segment.
One way of defining the marketing and promotion strategies is to understand how the brands appeal to the customers and how the experience can be made better. For that reason it is best to gain feedback from the customers. Many are willing to pen it down while they are waiting in a queue. Others might respond to questionnaires that are mailed to them. Successful brands and stores also offer attractive prizes and bonus deals for customers who fill in questionnaires or provide their feedback.
Once feedback is gathered from customers it is imperative that one acts on them. Established brands in the marketplace need to focus on the key attributes that make them successful in the market. They need to identify the key customer segment that is keeping them profitable and gain feedback from them. This will reveal the expectations that customers have from these brands. These can then be incorporated as changes in sales and production strategies and promotional campaigns can be designed around these changes. When customers realize that their needs are being met or expectations met, many increase their loyalty while others are inspired to follow suit.