When the customers you wish to acquire and grow think about your brand is there a closeness and connection that instantly arises, or do they see it as far off with the road to relevance marred by potholes and other sources of friction?
Are they moving closer or drifting farther away? Do you even know?
In an attempt to draw distant consumers closer we are often tempted to create an express lane paved with discounts and other give-aways. While this serves the purpose of shortening their journey (and goosing our top-line) this frequently proves to be uneconomic and unsustainable.
As we craft a more compelling customer growth strategy a few things are worth pondering, I think.
How far is the distance to our brand?
Are there customers that are simply too far away and should be ignored?
For each of the segments we desire to grow, what does the road to our brand look like?
What can we do to smooth the journey?
Once they arrive, what can we do to make them feel especially welcome?
And what can we do that is so remarkable that they will want to invite their friends?