In radio, that’s always a good question. And most of the time, the assumption is that it’s the people who listen the most – or P1s.
Programmers and marketers in other media probably see it essentially the same way – the ones who watch the most, provide the most page views, or in terms of spending, part with the most amount of dollars.
If you ask a salesperson at a station, she’ll probably tell you that it’s the client that does the most advertising.
Fair enough. But in a recent blog post by Seth Godin (thanks, Kneale Mann), he turns the question on its side:
“But what if you define "best customer" as the person who brings you new customers through frequent referrals, and who sticks with you through thick and thin? That customer, I think, is worth far more than what she might pay you in any one transaction. In fact, if you think of that customer as your best marketer instead, it might change everything.”
You can’t put a price on word-of-mouth marketing, but you know it has incredible value. And because every brand goes through good times – and bad times – there's always that need for customers who are loyal even when you hire a bad morning show, when you play a few too many commercials in May, or when it rains at your concert festival.
That’s something to think about on a holiday Monday.
Read Seth’s entire blog post here.