F.A.C.E. THE CLIENT ABCDE CAMPAIGNS CLIENT VALUE MODEL   When you realize that over 85% of your revenue comes from less than 15% of your customer base then you'll take a whole new approach to "audience profiling".   Back to APPROACH

11/20/2008 4:39:14 AM TARGET CLIENTS, NOT CUSTOMERS   Consumers are driven to products based on benefits, not features. Today's shopping lists include lifestyles, experiences, opinions, interests, habits, tastes, and personalities. When you can offer the right benefit at the right time, prospects and clients share in a long-term value model, anticipating your services and ultimately promoting your unique product offering to other prospects. We can all relate to the customers we call "Loss Leaders." They are those customers of yours who manage to sap your internal resources to the point where your company loses revenue with each sale. More common in your business are your commodity-driven customers who account for about 85% of your entire customer base. Based on their prominence, companies typically benchmark this group when making marketing and branding decisions. Ironically, though, they provide less than 15% of overall revenue. Instead, we focus on a third group...relationship-driven "clients."   This model helps you to identify the lifetime value of loyal customers or "clients." Make no mistake, design and messaging dictate whether you're communicating to commodity-driven customers or relationship-driven clients. Though the vast group of so-called customers plays a supporting role in the dynamics of your brand, when you build "client" relationships it's obvious that revenue has much higher potential margins. Our "client-facing" approach will help you increase those margins.       Solutions · Approach · Showroom · Newsroom · Reach Us · Resources · Home ©2008 Targa Media, Inc. All rights reserved. Privacy policy.