As long as we work with premium services projects, we constantly encounter the same mistakes that some “marketers” make, as well as the business owners themselves.
Here are 5 mistakes that make us burn the most:
1. The product does not look expensive. Saving on specialists, corporate identity, website and printing is not a far-sighted decision if you sell at a premium. Even if your product is perfect, but looks cheap, you will not buy it.
2. Offer isn’t relevant. Discount, of course, is always a working option. But in the case of the premium segment, this approach may not work in the plus.
It’s better to offer the customer VALUE – then he will be ready to buy without a discount, and maybe even more expensive. For example, if you are a hotel business, a room with a terrace will be a much more interesting offer than the same room with a discount. Now you see?
3. Weak audience analysis. Sometimes business owners, followed by marketers, follow generalized stereotypes. The phrase “my customers are everyone who has money” – I hear more often than “good morning”. Familiar?
Of course, your customers are people who have money. But are all these people your real target audience? As practice shows, not all. Segment your audience in as much detail as you can. This way you will avoid most problems and mistakes.
4. Too narrow targeting. Let’s face it: no system will allow you to start 100% in the target audience, even if you know it perfectly.
There is no need to specify too rigid criteria or to set point geotargeting – it will not work. Bet on cities or regions, use radius adjustments.
5. The [brand] packaging does not correspond to the real product. If you spend more effort on marketing than on your product (in other words, created inflated expectations of the customer) – expect trouble. There is nothing worse for a brand than an angry customer.
Vice versa, your main goal is to turn the customer into a fan of your brand. So that he himself would like to talk about your brand, defend your interests on Instagram or Facebook, buy and wear your merch (a striking example – the case of Monobank).
Based on materials of the author’s blog of Yevhen Butin