Monday, 1 November 2010

Customer-Centric Marketing

“Boost your Assets!” ran the promotional pitch at my local La Senza store. “£15 off gel bras!”

The offer was accompanied by a picture of an attractive girl who clearly had no qualms about showing off her assets, in all their boosted glory.

The promotion is fun, appropriate and eye-catching to both male and female shoppers. The blokes probably don’t know (or care) what a gel bra is, whilst the girls know exactly what it is, what it does, and why they want one. £15 off is an attractive sweetener to the whole deal, and enough to entice you into the shop. Looks like great benefits-led marketing to me.

So what’s with the undies-led theme to the blog today? Well, I seem to have been surrounded by small businesses promoting at their customers, instead of for their customers.

My local hairdresser ran an offer that said "buy two heat styling products and get one free". The age of the products indicated these had not been the run-away success they had hoped for. By way of an after-thought the author had written "BOGOF!" I wondered if this was by way of suggestion to their customers ...

So seeing a customer-centric promotion made my day. Understanding what customers really, really want, and finding ways to fulfil that need is what marketing is all about. Must look up when La Senza’s offer finishes …

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