SMART BLAST

Customer acquisition is a lot like dating. You introduce yourself, shake hands, and start chatting, desperately trying to find something, someone, some interest you have in common. Then you find something, and BAM! Yes! A connection! Perhaps this will turn into something more! Now you’re interested in finding out more about the person. What do they like? What activities do they enjoy? Where are they from? And how would they like for you to get in touch for a second date – by phone, by email, or a good-old-fashioned note in the mail?

Think about your customers and your relationship with them. You met somehow, whether it was when you introduced yourself in an advertisement, were connected by a friend’s referral, or just happened to cross paths in the produce aisle at the supermarket. You had some kind of connection, and either it lasted for one purchase or you had several subsequent “dates” and formed a loyal relationship that has stretched on for years.

But do you really know what separates those one-date-only customers and the ones who’ve stuck around for the long haul?

Here’s where market research is so helpful. It gives you the chance to really analyze those relationships and reassess your consumer dating skills. You get to talk to your long-haul customers and find out what they like, where they are, the best way to reach them… and what sweet-nothing you whispered in their ear that made them realize you (or your product) were The One.

Now you have the intelligence you need to go out into the market and find more consumers who share those same preferences – and skip the ones who will never call you back. Perhaps 2008 is the perfect year for you to work market research into your plan and refine your customer dating skills.