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Quant Presky Maves - We customise brands
Beliefs
Winning, growing and keeping customers
In a time-poor world, the most rewarding relationships will occur where your brand continually proves its relevance to consumers. Understand them and you’ll have a better chance of having a dialogue with them. Make the effort to really get to know them, and you’ll find that they start to like your brand. Customize it for them and they may even become loyal customers. Customizing your brand isn’t just about what you say or how you look. It also means adapting your product or service, tailoring your pricing, focusing your distribution; anything that increases your brand’s relevance to your customers.
Nigel Gatehouse,
Chairman
Research and development
Digital media means every brand can now access data that will reveal the behaviour of its customers; their preferences and attitudes. Transactional data is the richest form of this data. But even the electronic footprints someone leaves on your website can tell you something. If you know what to look for. Creating your own data sources, through research, has never been easier to organise or more affordable; thanks to the immediacy of online communication and the familiarity of consumers with registering for e-commerce sites.
Peter Worster
Group Managing Director
Thinking
Having information is one thing. Using it is another. Customizing brands is all about finding propositions that reflect what individual audiences (possibly even individuals) will find attractive about your brand. The more insightful the thinking behind these propositions, the more powerful they will be. Understand your consumer, understand your brand, understand your market and clearly define your business objectives. Then you can start to look for the insights that will drive your marketing budget; turning consumers into customers.
Stuart Woodington
Business Development Director
Creativity
In the future, creativity will be less centred around getting an audience’s attention and more about trying to hold it. Tone of voice will be key. Once you know what you need to convey to different customers, to achieve different goals (or even the same one) you have to find different ways of expressing your propositions. Be guided in the channel you use by what you already know, or which one your customer has told you they prefer. Be personal without being over-personalised. Keep it simple. Don’t be clever. Be engaging, interesting and friendly. Offer something, however small. Provide plenty of opportunities for dialogue and keep them open. Above all, be relevant.
Philip Bird
Creative Director
Test and Learn
Everything changes, all of the time. Especially consumer attitudes, tastes and whims. Continually analyse everything you do. Refine it and improve it. Test new propositions and new ways of expressing them. Seek your customers’ opinion and then show them you have acted on it. Contrary to what some scaremongers will have you believe, the majority of consumers don’t actually want to ‘control’ brands; that doesn’t mean they don’t want to be involved.
Robin Presky
Client Director
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