Múltiplos influenciadores nas compras do consumidor

Uma empresa possui múltiplos grupos constituintes quando oferece o mesmo produto para diferentes segmentos de mercado.

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.

Múltiplos constituintes = Comprador real + Influenciadores

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

Exemplos de marketing para múltiplos grupos constituintes

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.

Compreendendo vários grupos constituintes

Uma empresa que possui múltiplos grupos constituintes deve constantemente certificar-se de que atende aos desejos de seu segmento:

• Precisa
• Quer
• Demandas
• Tendências
• Oportunidades
• Desvantagens

Key Success Factors in Influencer Marketing

• Ajustando suas ofertas de produtos
• Desenvolver relacionamentos com influenciadores e compradores em todas as áreas do processo de compra
• Garantir que todos os níveis da organização permaneçam próximos dos influenciadores e clientes
• Mensagens atraentes para todos os segmentos envolvidos
• Fornecer múltiplas formas e canais de comunicação para atingir segmentos