Love The Customers Who Love You Most

A large part of marketing effectively has to do with finding and then targeting the right audience. Although trying to get new customers to buy your product or service is always a goal when trying to expand your business, the target audience that will aid in helping achieve your goal of increasing revenue might be right in front of you. A group of consumers called “superconsumers” exist for a majority of businesses, so by targeting this group instead, businesses could allocate their resources more efficiently and begin to market specifically to this customer base.

A large part of marketing effectively has to do with finding and then targeting the right audience. Although trying to get new customers to buy your product or service is always a goal when trying to expand business, the target audience that will aid in helping achieve your goal of increasing revenue might be right in front of you. A group of consumers called “superconsumers” exist for a majority of businesses, so by targeting this group instead, businesses could allocate their resources more efficiently and begin to market specifically to this customer base.
Superconsumers are consumers who are a distinct part of the larger group of “heavy users.” Heavy users are those who buy the largest volume of a product. While superconsumers do this, they also are highly engaged with the product and the brand. Superconsumers make up 10% of a company’s customers, yet account for 30% to 70% of sales. They are not particularly price sensitive and are especially interested in innovative uses for the product and in new variations of it.
Many are skeptical of the idea of superconusmers, but with the increase in access to analytics, managers have become more adept at identifying and then engaging with these consumers. Superconsumers are not limited to one type of market, but they are in industries as wide-ranging as apparel, consumer durables, and financial services. Across these varying industries, when analyzed, companies are discovering that shoppers have reasons for buying so much, and often can figure out products that would attract them to buy.
Because superconsumers are already buying your products, it is easier to reach them. With this information you can increase the effectiveness of your marketing efforts. By targeting this specific group you will be able to avoid mass marketing campaigns, which are expensive.
Superconsumers are also great resources to use when thinking of new ideas or product strategy. They are passionate about the product and therefore would be great candidates for testing out ideas for new products. They may use a product in a way that the brand never thought of, which then can translate into new ideas and products.
Have doubts that superconsumers exist or they’re not a useful resource for your company? Well you are not alone. Cannon Koo, the director of analytics at Kraft Foods admits his dubious feelings about superconsumers: “I thought, How are these consumers any different from heavy users? But as we did more and more research, we began uncovering more and more insights that were quite different from what we were used to seeing from heavy users.” Kraft teams such as Velveeta, use superconsumers to aid in media buying, trade promotions, and new-product lines.

Superconsumers are consumers who are a distinct part of the larger group of “heavy users.” Heavy users are those who buy the largest volume of a product, while superconsumers do this, they also are highly engaged with the product and the brand. Superconsumers make up 10% of a company’s customers, yet account for 30% to 70% of sales. They are not particularly price sensitive and are especially interested in innovative uses for the product and in new variations of it.

Many are skeptical of the idea of superconusmers, but with the increase in access to analytics, managers have become more adept at identifying and then engaging with these consumers. Superconsumers are not limited to one type of market, but they are in industries as wide-ranging as apparel, consumer durables, and financial services. Across these varying industries, when analyzed, companies are discovering that shoppers have reasons for buying so much, and often can figure out products that would attract them to buy.

Because superconsumers are already buying your products, it is easier to reach them. With this information you can increase the effectiveness of your marketing efforts. By targeting this specific group you will be able to avoid mass marketing campaigns, which are expensive.

Superconsumers are also great resources to use when thinking of new ideas or product strategy. They are passionate about the product and therefore would be great candidates for testing out ideas for new products. They may use a product in a way that the brand never thought of, which then can translate into new ideas and products.

Have doubts that superconsumers exist or they’re not a useful resource for your company? Well you are not alone. Cannon Koo, the director of analytics at Kraft Foods admits his dubious feelings about superconsumers: “I thought, How are these consumers any different from heavy users? But as we did more and more research, we began uncovering more and more insights that were quite different from what we were used to seeing from heavy users.” Kraft teams such as Velveeta, use supercosumers to aid in media buying, trade promotions, and new-product lines.

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