Plusieurs influenceurs dans les achats des consommateurs

Une entreprise dispose de plusieurs groupes lorsqu'elle propose le même produit à différents segments de marché.

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.

Plusieurs circonscriptions = acheteur réel + influenceurs

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

Exemples de marketing à plusieurs circonscriptions

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.

Comprendre plusieurs circonscriptions

Une entreprise qui dispose de plusieurs circonscriptions doit constamment s'assurer qu'elle répond aux désirs de son segment :

• Besoins
• Veut
• Demandes
• Les tendances
• Opportunités
• Désavantages

Key Success Factors in Influencer Marketing

• Ajuster ses offres de produits
• Développer des relations avec les influenceurs et les acheteurs dans tous les domaines du processus d'achat
• S'assurer que tous les niveaux de l'organisation restent proches des influenceurs et des clients
• Des messages attrayants pour tous les segments concernés
• Fournir plusieurs formes et canaux de communication pour atteindre les segments