Mehrere Einflussfaktoren beim Verbrauchereinkauf

Ein Unternehmen verfügt über mehrere Zielgruppen, wenn es das gleiche Produkt in verschiedenen Marktsegmenten anbietet.

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.

Mehrere Wählergruppen = Tatsächlicher Käufer + Influencer

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.

Beispiele für Multiple-Constituency-Marketing

One example of Multiple Constituency Marketing is in the Pharmaceutical sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.

Companies that manufacture foods also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.

Mehrere Wählergruppen verstehen

Ein Unternehmen mit mehreren Zielgruppen sollte stets darauf achten, dass es die Wünsche seines Segments erfüllt:

• Bedürfnisse
• Will
• Forderungen
• Trends
• Gelegenheiten
• Nachteile

Key Success Factors in Influencer Marketing

• Anpassung des Produktangebots
• Aufbau von Beziehungen zu Influencern und Käufern in allen Bereichen des Kaufprozesses
• Sicherstellen, dass alle Ebenen der Organisation in der Nähe der Influencer und Kunden bleiben
• Ansprechende Botschaften für alle beteiligten Segmente
• Bereitstellung mehrerer Kommunikationsformen und -kanäle, um Segmente zu erreichen