Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
Knowledge: Add knowledge
Relative benefits: Help customers understand the unique benefits of your product
C. Deliver brand message to customers.
Deliver message directly to customer
Employ direct marketing to end users
|1||1999||0||The goal of fingerhut.com is to create an internet superstore featuring both vast selection and highly personalized service. The company has data on 31 million customers, which it will use to personalize Web pages and target e-mail. Revenue from the Web accounts for 10% of annual sales or $150 million.|
|2||2002||6021||FleetBoston is rolling out customization features and targeted ads at all of its 3,700 machines, which are located in the Northeast. In the fall, customers who use its online bill-pay program will be able to pay their bills through the ATM. Wells Fargo is already using targeted ads for everything from home-equity loans to overdraft protection on 1,700 of its 6,400 ATMs. First Union has used its ATMs to pitch customers on the benefits of converting their ATM card into a check card, which functions more like a credit card. First Union says that response to targeted ATM ads has been 13% better than direct mail.|
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