Your business may be well-known in your community, and you may have a strong contingent of loyal customers. But the truth is, according to branding consultant Lara McCulloch, if you want to grow your appeal more broadly, you need to create a strategic branding campaign. These campaigns should include online and in-store experiences to engage even the least likely customer. McCulloch suggests viewing your potential customers as five sections of an inverted pyramid. Click here to get ideas for how to showcase your brand in order to move that potential customer down the pyramid until they become a loyalist.
- Consumers who aren’t thinking about home improvement right now and don’t know you exist. These customers represent your largest potential audience, but they may also be the most challenging to identify and engage.
- Consumers who are thinking about home improvement, but don’t know you exist. These people are actively looking for solutions, so meet them where they are: online.
- Consumers who are thinking about home improvement and know you exist. You can differentiate your brand with these customers by making their experience about shopping local.
- Infrequent previous customers who are thinking about home improvement. You’ve had them in your store before, so make a plan to bring them back.
- Loyal customers. These people shop at your store no matter what, but don’t take that loyalty for granted.
