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  Clone Your Best Customers


by Marcia Yudkin


Two businesses -- a women's clothing boutique and a
mail-order operation -- recently consulted me about
the same dilemma. Each had achieved satisfying sales
through channels that didn't allow for further growth.
They needed a fresh marketing program that would yield
a steady stream of new customers, and they were
confused about where and how to advertise.


Like Dorothy with the ruby slippers in the Wizard of
Oz, they already had most of what they needed for a
solution, but they didn't know how to use what they
had. They needed to investigate who their buyers --
especially their highest-spending and most frequent
patrons -- were. In doing so, they'd learn how to
clone their best customers.


The general principle: Discover the characteristics of
your current customers and use that knowledge to reach
more shoppers just like them.


The clothing store already knew the age range, income
level and some cultural interests and hobbies of its
clientele. I suggested that they find out which
newspapers, magazines and TV and radio programs their
buyers read, watch or listen to, as these might prove
prime advertising vehicles. Once ads are running in
many places, you can also ask customers which
media outlet persuaded them to come into the store,
although many buyers don't remember this information.


The mail-order operation had little knowledge of the
income or the educational level of its purchasers,
since orders so far had come in through the anonymity
of the Internet. However, it was relatively simple
for them to send a follow-up questionnaire by e-mail,
which asked a buyer's age, educational background,
employment status (employed or self-employed), income
bracket and profession. The brief questionnaire also
asked how satisfied they were with their purchase,
generating glowing testimonials along with a few
complaints. Questionnaire answers would help this
business intelligently choose where to advertise.


To the clothing store, I suggested marketing
strategies besides advertising for cloning its best
customers. Since many store regulars were involved
with charitable organizations, the store could let
buyers know, through a postcard to its mailing list or
a flyer slipped in with purchases, that it might
produce a fashion show to benefit their favorite
charity. Most likely, customers' dearest non-profit
organization appealed to others who would also be
attracted to the boutique's distinctive style of
clothing.


Since many patrons had creative hobbies, like
painting, music, weaving or writing, it made sense to
appeal to others who spent spare time on the arts. I
suggested selecting a different customer's creative
work to feature in the store every month. I envisioned
a display of one woman's pottery or poetry, with a
color photo of her wearing the store's clothing.
Surely the woman in the spotlight would bring in
friends like herself and patrons would urge their
creative women friends to apply for the honor.


Scientists say human cloning isn't quite on the
horizon, but in marketing cloning techniques like
these already produce new customers!


Marcia Yudkin <marcia@yudkin.com> is the author of 11
nonfiction books, including 6 Steps to Free Publicity
and Persuading on Paper. For more guidance on your
growing your business without working harder, consider
her new mentorship program, Marketing for More at
www.marketingformore.com .


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