Influencer multipli negli acquisti dei consumatori

Un’azienda ha collegi elettorali multipli quando offre lo stesso prodotto a diversi segmenti di mercato.

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.

Circoscrizioni elettorali multiple = Acquirente effettivo + Influencer

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

Esempi di marketing a collegi elettorali multipli

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.

Comprendere i collegi elettorali multipli

Un'azienda con collegi elettorali multipli dovrebbe assicurarsi costantemente di soddisfare i desideri del proprio segmento:

• Esigenze
• Vuole
• Richieste
• Tendenze
• Opportunità
• Svantaggi

Key Success Factors in Influencer Marketing

• Adeguamento della propria offerta di prodotti
• Sviluppare relazioni con influencer e acquirenti in tutte le aree del processo di acquisto
• Garantire che tutti i livelli dell'organizzazione rimangano vicini agli influencer e ai clienti
• Messaggi accattivanti per tutti i segmenti coinvolti
• Fornire molteplici forme e canali di comunicazione per raggiungere i segmenti