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PIA believes that the
most effective marketing strategies are those based on affiliation.
"Affiliation" is love for a group, small or large,
and the mores and social norms of that group. Affiliation makes the world
go 'round. People affiliate with all sorts of ideas, positions, and
things. If you think about it for a few seconds, you can easily think of a
few things or ideas that bind large numbers of individuals together into loose
communities. Sports fans love their teams. Alumni love the old Alma
Mater. Politicos love their parties. Cults love their deities. You get the idea. Many of the
millions of people who have become Internet users already, and many of the
additional tens of millions who will start in the coming years, use their
affiliations with various groups as the touch points of their entire
lives. These people organize many areas of their lives around their
affiliations. They think about them a lot. Do you know any union members? Solidarity is a
significant aspect of their individual identities. It defines them and
binds them to their union brothers and sisters. They buy from
labor-friendly sources and boycott sources that abuse workers.
At
PIA, we believe that the most powerful cyberspace marketing strategies and
companies of the 21st century will be those that commit to:
understanding the
behavior and "psychographics" of specific affiliation groups, designing their
brand message and their business strategies to become the trusted advisors
and facilitators for those people, and
serving them very, very well.
How do you become their trusted
advisor? For a start, by being trustworthy:
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Protect the private personal information of your
customers. Use best quality technical security practices to prevent
its compromise by hackers and thieves.
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Don't re-sell their personal data to third parties. Regardless of the legality, people want to limit their information
exposure. They will provide valuable data that will enable you to
provide a more personalized and successful service only when they are
confident of your discretion.
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Publish useful, appropriate, and entertaining content
geared to the psychographics of your clientele. Help them understand
the non-obvious to their advantage.
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Provide top-quality customer service from initial sale to
the end of the warranty, and do so in a prompt and friendly manner.
If you gain their trust through performance, you can build a
highly successful business based on powerful, long-lasting, personal and
organizational relationships by:
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Using the personalization data they allow you to gather
with subtlety, so they feel "served" rather than "marketed
to".
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Conveying offers from third parties you truly consider
appropriate and desirable to your clientele with your
recommendation. If your recommendations reflect your concern for
their welfare, you gain credibility.
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Giving them ideas that assist and entertain them and then
you can sell them even more high-quality products and services.
Ready to get
started? Order services
here. Or call
Dick Jones to discuss our services, or email
DickJones AT pia.net
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