National Express, the “largest coach provider in Europe” sent me a mailshot:
So why share it with you? Well, thankfully I’m not “senior” (i.e. a pensioner) or “disabled”. I travel a fair bit (but not by coach).
Unfortunately, this mailer represents a waste of marketing money (printed and using postal mail which is extortionate in the UK), bad PR and ultimately a lack of customer insight. Bad times.
At Wavelength we help brands to define and develop value propositions that meet target customers’ needs. It takes time and is easier said than done. Receiving a letter from an organisation the size of National Express (2012 accounts showed: Turnover £2,125,900,000, market capitalisation £1,258,846,000 and 37,404 employees) illustrates this point.
It’s crucial companies understand their customer. They can then focus marketing resources far more effectively and efficiently.
We help our clients understand their customer by considering the Seven O’s the market place:
- Occupants – Who are the customers (psychographically)?
- Objects – What do they buy?
- Occasions – When do they buy?
- Organisations – Who participates in the buying?
- Objectives – What ‘job’ does your value proposition help them complete?
- Outlets – Where do they buy from?
- Operations – How do the transactions take place?
Addressing such issues helps them prevent the cost error National Express has made. Less haste more speed.