• are interested in doing business with someone that they are familiar with and have learned to trust
• will try to establish a long term relationship with a company after a positive experience
• are loyal to brands and companies with whom a relationship has been established
• base their purchasing decisions on things like past experiences, customer service and quality
• generally do not base their purchase decisions on price of the product
Before you begin the process of constructing your advertising campaign, you must first take a moment to decide what type of customer you want to attract. One customer is not the same as another. The difference can be likened to the difference between the terms: customer and client.
Years of research by big name companies like Wal-Mart and Sears show that there are two distinct types of customers: Transactional and Relational. In fact, some companies, like BestBuy have realigned their entire business model in order to attract and serve Relational customers rather than Transactional ones.
• are interested only in the purchase (or transaction) at hand
• are driven by price, price
and only price
• have no brand loyalty
• are the biggest drain on a
• generate the lowest ROI of the two