The Importance of Consumption: Why Customers Need to Consume What They Purchase

<p class="p1">We all know that a key component of any marketing strategy is to get your customers to talk about you and share what they have purchased with their network. But did you know this goes both ways?<span class="Apple-converted-space"> </span></p> <p class="p1">It takes more than just getting people to buy from you, it also means making sure they actually consume or use the products that they purchase from you as well!<span class= "Apple-converted-space"> </span></p> <p class="p1">This is important because if a person does not use or consume what they have purchased from you then they will not experience any of the benefits. Hence, there's no reason for them to tell anyone else about it. As we all know referrals are an essential part of any business marketing mix. And by encouraging consumption or utilisation of your product or service, you are making it easier for them to refer others to you.</p> <p class="p1">So, let’s look at a company that does this exceptionally well. Apple!</p> <p class="p1">I love opening my latest Apple purchase, do you?</p> <p class="p1">Why?<span class= "Apple-converted-space"> </span></p> <ol> <li class="p1">Because everything is beautifully packaged.</li> <li class="p1">Once you open the box - everything is intuitive as to what to do next</li> <li class="p1">Once the product is turned on the instructions are clear, simple and bold.</li> <li class="p1">Thanks to their exceptional marketing, I know the pleasure that lies ahead of me when I use it.<span class= "Apple-converted-space"> </span></li> </ol> <p class="p1">In fact, consumption starts with the marketing. I like how Gene Schwartz said it, where “your ad is simply the functional product - details of what it does for them - sent to them in advance of the product itself”.</p> <p class="p1">And while a lot of businesses are just glad to get a sale, and hope nobody refunds, that is playing not to lose instead of playing to win.<span class= "Apple-converted-space"> </span></p> <p class="p1">Fact is that great marketers always