Chapter Two: THE BUSINESS OF CARING: Get Personal
Effective brand marketing calls for balance, and this balancing act often includes contradictions. For example, you should express that you care about your customer as a person while simultaneously selling to them. It seems like a daunting task until you realize that you can do both and still be genuine. Your customers understand that you are selling products or services to them, and, contrary to popular belief, they don’t hate being sold to. Consumers just want to feel that you understand them and consider their point-of-view.
Product personalization is a wonderful way to marry selling and caring. It lets the consumer know you value them as an individual, and will cater to their preferences because you’ve taken the time to get to know them. In other words, your customers understand that you see them as more than just a number, or as part of your bottom line. If you can convey that message to your end user, they’ll let you sell to them all day, every day.
Be a trendsetter and develop a strong sense of urgency: One such brand that has customers singing their praises is Trunk Club. Trunk Club is a hip hybrid of personalization, in-store stylist expertise, designer fashion and online convenience. Trunk Club utilizes personal stylists who handpick the best looks and fits for customers based on their specific needs and tastes. The stylist sends his or her customer a trunk filled with designer clothing (including outerwear, shoes and accessories) with an average price per item around $150. All interactions between the consumer and the stylist are handled via email and phone. The main demographic for the company is busy men between the ages of 25-50 years of age, with salaries of six figures and up.