المؤثرون المتعددون في شراء المستهلك

تمتلك الشركة دوائر انتخابية متعددة عندما تقدم نفس المنتج لقطاعات السوق المختلفة.

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.

الدوائر المتعددة = المشتري الفعلي + المؤثرين

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.

أمثلة على تسويق الدوائر الانتخابية المتعددة

One example of Multiple Constituency Marketing is in the Pharmaceutical sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.

Companies that manufacture foods also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.

فهم الدوائر المتعددة

يجب على الشركة التي لديها دوائر انتخابية متعددة أن تتأكد باستمرار من أنها تلبي رغبات قطاعاتها:

• الاحتياجات
• يريد
• حفز
• اتجاهات
• فرص
• العيوب

Key Success Factors in Influencer Marketing

• تعديل عروض منتجاتها
• تطوير العلاقات مع المؤثرين والمشترين في جميع مجالات عملية الشراء
• التأكد من بقاء جميع مستويات المنظمة قريبة من المؤثرين والعملاء
• رسائل مناشدة لجميع الشرائح المعنية
• توفير أشكال وقنوات اتصال متعددة للوصول إلى الشرائح