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What about that last method – synchrographics? The newest of the three, this one provides data about consumers related to the timing of significant life events. This is especially useful in direct marketing, because the need or desire for a product can be predicted to happen in conjunction with certain events. The major life event of having a baby is a perfect example, and businesses take advantage of this very successfully.
But can sychrographics also work for that Mercedes dealer? You bet. We know a corporate marketing officer who takes his annual bonus and buys a new car every year. His local Mercedes dealer knows just when bonus time rolls around and sends the fellow a letter, backed up by a phone call just at the right time, offering him a special deal on a new car. So every year, he buys a new Mercedes. If the Lexus dealer in town used synchrographics, maybe they could lure him away. But until they do, Mercedes will continue to profit.
The bottom line is that the more we know about our customers, the more we can tailor our products and services – and our marketing – to their needs. So don’t let the cost of research information turn you off. Sometimes it’s the most profitable thing you can do for your marketing.
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