Pigeon Holes and How to Plug Em
October 26th, 2007 | by Mitchell Allen |How many kinds of people buy stuff?
It helps to think of consumers as bird-brains. No, I’m kidding.
This is just a way to talk about our customers without trotting out the same old boring terminology.
Jump in!
Homing
This pragmatic person is the second most common consumer. Think meat and potatoes.
You can target these folks with a straight-forward message and a solid product.
Bleeding Heart
This shy person wants to make the world a better place. Think eco-friendly products.
You can target Bleeding Hearts by appealing to their emotions.
Long-tailed
You won’t find a clutch of Long-tailed consumers. Yet, they are more numerous than all the other types, combined. They shop at Amazon.com, the maestro of Long-tailed marketing.
You can’t target these people: they find you. Go after the low-hanging birds.
Imperial
What do you get for the person who has everything? Imperial consumers roost at the high-end of the retail spectrum.
You can target the Imperials by appealing to their need for exclusivity.
Quail
The worse kind of consumer, Quail are serial shoppers. You’ll find them crowded around the Returns section of any store’s Customer Service Department, receipts at the ready.
Avoid the Quail like a spotted park bench.
I’m sure these are over-simplifications.
After all, isn’t that what pigeonholing accomplishes?
How do you think of your customers?
Stumble It!
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