Psychographic profiles are a commodity obtainable from a number of sources. Sadly too few companies employ these profiles when marketing to the masses. Securing information that compiles characteristics connecting personality, values, interests, lifestyles or attitudes together to complete a profile of a person or group makes marketing sense. Once this psychographic composition is in place, every company has the opportunity to use this information to its advantage. Applying psychographic profiles into a direct marketing campaign becomes an invaluable tool.
One type of psychographic profile valuable to companies would be customers who buy one particular item all or most of the time. Direct marketers can then use this psychographic profiling to adapt their marketing in hopes of retaining loyal customers, rather than focusing on constantly recruiting new ones. It has been said that it is ten times more profitable selling to existing customers than trying to find new ones.
Ask the Oak Hill Klassy Kids children's recycled clothing store. Mrs. Schwartz has been a customer of theirs since her oldest child was in diapers. She would not shop anywhere else.
Wanda Sands started Oak Hill Klassy Kids fifteen years ago. Along with a number of her friends, Wanda was part of a group of parents that networked together. Any and all information gathered about making life easier while raising children was shared with the group. The idea for the store came about when the couples realized children outgrow their clothing faster than they can wear them out. Buying brand new items constantly puts a strain on a family budget if a new wardrobe is needed every three to four months.
When Mrs. Schwartz started her family, her mother suggested stopping by Klassy Kids to check out their stock. Mrs. Schwartz being a first time mom wanted everything sparkling and new for her precious bundle of joy. After the baby had grown three sizes in a matter of months however, she relented and stopped by the store.
Wanda recognized the look of panic in Mrs. Schwartz's eyes when she walked through the door. She remembered what it was like to want only the best for your children. That is why her stock and her sales staff were top notch. Taking a moment to converse with Mrs. Schwartz, Wanda was able to find out the size of the family, budget constraints, needs and lifestyle preferences. All this information went into a psychographic profile database for future use. When Mrs. Schwartz left that day with her purchases she seemed pleased.
Wanda would make sure she was.
Like most businesses, Klassy Kids relies on repeat business for continued growth. When Wanda began advertising her establishment, she purchased a psychographic profile database. With this database she was able to market directly to the consumer that could use her products most: parents of young children. Over time though, Wanda realized that simply bringing someone in the door once was not enough. If she was overstocked with boy's winter coats in sizes 6 to 8, how was she to advertise to families with boys of that range in the household? Psychographic profiles to the rescue!
Realizing the benefits of using psychographic profiles, Klassy Kids added their own informational variables to the database. After Mrs. Schwartz stopped by that day, Klassy Kids sent her a thank you card. In that thank you card was an offer for 20% off on all infant clothing on the following Thursday. Mrs. Schwartz couldn't pass up an offer like that.
In the years that followed, Mrs. Schwartz received a number of thank you cards. Some with offers included others merely to say we appreciate your business. Klassy Kids always knew what types of items their clientele was looking for and marketed accordingly. Mrs. Schwartz is so pleased in her encounters with Wanda and the staff that she hypes the store every chance she gets. You won't find a more loyal client anywhere.
How can your business use psychographic profiles in your company marketing campaigns? The ways are limited only by the imagination. Just ask Wanda.
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