Do Business Well

Consumers in this category—self-reliant, open to new experiences, and ready to spend a lot of time at the task—are consummate shoppers. They read Consumer Reports, examine stores and Internet sites, and constantly pursue sales, bargains, and innovative products. Some virtually live to buy; all regard shopping as time well spent.

Searchers relish the feeling that they are in charge of their lives and like to participate directly in whatever is the task at hand. Driven by curiosity, a sense of anticipation, and an itch to be in the forefront, they like to be first on their block to own a new product. They boast of getting the best deal and return home from an exhausting shopping trip with a real sense of victory: They have made their own decisions, and they were the right ones.

This person is open to new things, including your arrival in the market, provided that you introduce yourself in a simpatico way and maintain a larger-than-life market presence. Making a big splash will attract the attention of the search-and-browsers, and with them, free publicity is more effective than costly advertising.

Richard Branson, adventure-loving founder of the offbeat Virgin Atlantic airline and its many spin-offs, has a penchant for publicity stunts. In 1994, for example, he filmed an episode of television’s bikini-bopping Baywatch while riding water skis pulled by Virgin Atlantic’s company blimp. He lasted 1.5 miles. Not only did this get enormous media coverage, but Branson became one of only four blimp-powered water-skiers on earth.

Four years later, Branson issued a challenge to Jeffrey Taylor, chief executive officer of Monster.com, the world’s biggest on-line site for job seekers. Besides acquiring 12 million accounts and 7 million resumes, Taylor’s company owns a 165-foot blimp named Trump.

Early in 2000, Taylor blimp-water-skied behind Trump for 3.3 miles, erasing Branson’s record. Naturally, Branson promptly challenged Taylor to compete in a blimp-to-blimp water-skiing race in Las Vegas. By no coincidence, Branson planned to be there, launching Virgin Atlantic’s new service between Las Vegasand London.

If we take it on faith, for now at least, that Branson and Taylor know what they are doing, then clearly their efforts are aimed at searchers—the novelty lovers most likely to see merit in any company that makes a joyful noise. Having done just that, Virgin Atlantic and Monster.com boosted their name recognition all over the world. To search-mode customers, at least, these two companies will always be first in their fields.

Possibly related posts: (automatically generated)
Searchers

• Offer Choices—the More the Merrier
• Enrich Their Buying Experience
• I Made My Own Advertising Work part 3
• Expenditure on Advertising: Would I have made more Profit if I had Spent less on Advertising? (1-9)
• The reduced sale, not because of the reduced consumption, but the reduced availability
• Americans Spending Money more Cautious of Economic Uncertainty
• The Language of Net Advertising
• Expenditure on Advertising: Would I have made more Profit if I had Spent less on Advertising? (10-18)
• How Will You Promote Your Product or Service?
• The Management Team

5 Comments »