Exclusive Target Marketing

Why does one person purchase an Audi and another a Mercedes? Why does one choose red and the other grey – at the same cost? Why does one build a new house and the other buys an existing one that still requires renovation, for the same amount? Why does one prefer a floral design on china and the other pure white china?

Because people are different, of course. Both in terms of their behaviour and their preferences.

THE BASICS IN NO TIME AT ALL 

Science has discovered that the decision to choose an alternative is not driven by rational behaviour, but is rather the result of a chemical-biological process. Just as some dishes literally make our mouth water, every decision is made in split seconds, even before what we assume to be conscious consideration on our part has set in.

Everything our senses perceive consequently always leads to an individual, different strong stimulus, which then triggers the matching behaviour. This is why one person is passionate about building model aircraft, for example, while another tries out new free climbing routes.

The eyes play an extremely important role in this. And the big question when it comes to product development is therefore: Which design triggers such a surge of emotions in my wet cast customers that the decision for purchasing a certain product is favourably affected? For this, we need products that are appropriate in type and are precisely tailored to the relevant target group – in terms of form, haptics, material and so on. Because a lover of model aircraft and a free climber will have significantly different tastes when it comes to wet cast products.


We first use the Emotional Positioning Radar to determine how the target group is made up, so that we can then design target group oriented product recommendations based on this.

THE WAY TO A PRODUCT THAT IS APPROPRIATE IN TYPE

  1. To be able to develop products that are appropriate in type, we first determine the preferred behaviour of your customers by way of a tried and tested diagnostic method, the EPR – Emotional Positioning Radar.

  2. In this, we determine which behaviour types your customer groups are comprised of.

  3. Once we know the preferred behaviour of your customers, we can draw conclusions as to what is particularly appealing to them and will trigger a purchase decision.

  4. On this reliable basis we then develop recommendations as to the design details of your wet cast products (name, form, material, haptics and a great deal more) that are required for these products to become the preferred choice of your customers.

You then have a product range that most closely overlaps with the subconscious requirements of your target group – your customers.