|  |  |
 |
Archives 2005
06/27/2005 - The Wow Factor
MCEI Tokyo, Tokyo, Japan
| | It used to be that good marketing included talking with the customer, identifying customer needs and wants, and then satisfying them. | | | This was proposing solutions for recognized problems. And this marked a major step forward from the even-older days when marketing people would create the product first and then plead with the customer to please buy it. That was more akin to proposing problems for recognized solutions.
Yet even though it was progress, it was not the end of the quest. It did not satisfy the customer's real needs and wants. It did not resonate. What we need are solutions that truly resonate and that satisfy underlying -- often unrecognized -- wants and needs. Some companies are already dong this, and others will have to follow suit.
Obviously, this cannot be just any old solution off the shelf. With the personalization of demand, the easy access to information, the widening price spreads, and other factors of intensifying competition, "they understand me" is a prime competitive edge. Which means you have to actually understand your customers and respond to them as individuals. They can tell the difference, so it is essential you wow them with solutions that actually meet their actual needs.
Kikkawa Kyouji
Case Marketing
|
| |
| |
|
