Very good. And you’re smart enough not to take this closeness for granted. You realize the necessity of keeping the relationship fresh and exciting. After all, there are other suitors out there just dying to lure your consumer away. Dirty rats.
Consumers’ tastes and habits can change over time, or in a split second, based on shifting factors like age, income, fad or style. The best way to keep up with the moving-target consumer is to be ever mindful of marketing trends and to keep your eyes and ears open to your consumer.
Sometimes an advertiser’s products or services evolve based on the same shifting factors that can change a consumer’s tastes and habits - trends, fads, styles, income and age. You may unconsciously step away from your core consumer to woo a new market, with unhappy results.
That’s actually an easy fix. You’ve identified the type of consumer you want to reach, but you haven’t drilled down to the core of his and/or her needs and wants. You may be spending a lot of dollars throwing darts blindfolded. And sure, a couple will stick within the inner circle, but most won’t score—and you’ll end up with a bunch of holes in the wall.
Identifying your consumer is essential, but because every consumer is different, that can be a tad tricky. Each end user has hot buttons. Push one hot button and you have a sale. Push several, and you have a lasting relationship. Find the common buttons that all your target consumers share, and you build lots of lasting relationships. That’s called success.