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Using PsychoGraphics for kitchen sales3/23
Has anybody heard of the concept of psychographics?
All you have to do is get access to Facebook and you can figure out on a molecular level what people's activities, interests & opinions are. This is abbreviated as AIO.
If you can get someone on Facebook to fill out a survey you can get direct access to the the AIO of anybody who is a Facebook Friend. One hundred surveys can produce thousands of profiles.
Once you figure out the collective AIO of any group you seed them with an idea and let it evolve organically. You only need to check in every now and then and give it a little spin.
How could we use this to get kitchen customers to buy the cabinets we want to sell?
We had training about 20 years ago and we were taught how to use psychographics in survey questions and then marketing materials to determine why customers buy from us.
A simple survey question for a trade show was "can I interest you in a free entry door if you buy a set of windows"
A no response tells us that we can't give them something for free then why would the buy from us.
The point was to first survey your existing customers with a set of question that determined why customers buy from you so you know which group to target.
It was suggested to offer a $100 free dinner coupon if a customer responded to the survey.
Depending on your product, market, price point determined the questions that needed to be surveyed.
Once you know why customers buy from you, you know how and who to market to or if there are customers you don't want how to weed them out.
I am sure there may be online resources now but the fundamentals should still be to answer why customers buy from you to determine how to market / advertise.
There are a whole set of questions that can deal with perceived quality and value and price