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16 Oktober, 2013 von Thomas Noschka · 2 Kommentare

Kaufsucht der Extremkäufer für das Marketing nutzen

Extremkäufer ticken ganz anders als normale Konsumenten – sie wollen alles von einer Marke oder Unternehmen besitzen. Sie wollen mehr und agieren nahezu panisch wenn es um ihre Lieblingsmarke geht. Konsumenten und Käufer, die »Fan« einer Marke sind und jedes Produkt des Unternehmens kaufen, werden als Extremkäufer betitelt. Gerade diese Zielgruppe kann im Marketing prima genutzt werden, um die Verkaufszahlen und den Bekanntheitsgrad zu steigern. Dazu einige Gedanken und Zahlen…

Den meisten Managern im Marketing sind die Vorteile von Extremkäufern gar nicht bewusst oder ignorieren sie womöglich, da sie den Anschein haben, nicht »normal« zu sein. Der Gedanke führt soweit, dass von Markenmanipulation oder Verlust der Positionierung im Markt gesprochen wird. Doch wie viel Potential in Extremkäufern steckt, sehen nur die Wenigsten. Extremkäufer tragen die Botschaft der Marke durch die Welt, sei es durch Blogs, Webseiten, auf YouTube und Facebook oder per Mundpropaganda. Je nach Unternehmen, können Extremkäufer durch ihren »Wahn« einen echten Mehrwert bieten, beispielsweise durch das Programmieren von Apps für ihr iPhone (bei Apple Fans). Nicht zu verachten ist außerdem die verhältnismäßig große Zahl von 5% – die Anzahl von Extremkäufern, die mehr als 10% ihres Einkommens für ihre Lieblingsprodukte verbrauchen.

Statistiken zu Extremkäufern

Wir sprechen von Extremkäufern, doch wie verhalten sie sich und wie behandeln sie ihre Lieblingsmarke? Würden sie womöglich alles für ihre Marken und Unternehmen aufgeben? Eine Statistik soll das Verhalten von einem Extremkäufer näher beleuchten (Die Daten stammen aus der Recherche des Magazins Harvard Business):

  • 100% der Extremkäufer sind der Meinung, dass die Marke ihnen Bedeutung verschafft und ihre Persönlichkeit widerspiegelt.
  • 98% verteidigen ihre Marke vor Firmen und Personen, die ihre Lieblingsmarken kritisieren.
  • 96% sagen, dass ihre Lieblingsmarke ein Teil der Familie ist.
  • 94% der Extremkäufer weisen dieses Verhalten nur bei einer einzigen Marke auf.
  • 94% behaupten, dass billiges Einkaufen meistens sehr teuer werden kann – Qualitätsfrage.
  • 94% kommen nicht auf die Idee ein Produkt der Konkurrenz zu kaufen.
  • 79% von Extremkäufern sprechen mit Freunden und der Familie über ihre Lieblingsmarke.
  • 71% stecken über ein Drittel ihres Einkommens in ihr fanatisches Hobby, der Lieblingsmarke, rein.
  • 53% besitzen eine negative Meinung zu Konkurrenzprodukten.


Was sollten Manager einer Marke tun?

Wie ihr sehen könnt, stehen Extremkäufer sehr stark hinter ihrer Lieblingsmarke. Umso wichtiger ist es demnach, zu handeln und den Fan-Faktor zu nutzen! Es gibt heute immer noch zu viele Marketer und Manager, die Extremkäufer unterschätzen und vermeiden.
Aktionen müssen demnach gestartet werden, um das große Potential ausschöpfen zu können! Ein Beispiel wäre, Fans mit der Marke spielen zu lassen. Fans (Extremkäufer) könnten auf der Webseite die Chance bekommen, einen Art »Club« zu gründen und sich mit den Fans der Marke unterhalten. Dadurch könnten je nach Branche Artikel wie lesenswerte Bücher oder Produkte verkaufen. Treue Kunden können aber auch dazu genutzt werden, Produkte zu testen? Hierzu folgt in den meisten Fällen ein Testbericht in Form eines Blogbeitrags oder sogar YouTube-Video. Aber auch das Finanzieren einer Veranstaltung, wie es beispielsweise in Japan oft der Fall ist, kann die Bekanntheit einer Marke steigern. Man denke da nur an Manga und Anime Feste, an denen sich die Fans verkleiden und in ihren Lieblingsfiguren erscheinen.

Hier ist demnach die Kreativität ein sehr wichtiges Mittel, um Marketing für und mit Extremkäufer richtig zu betreiben. Am einfachsten funktioniert das Spinnen von Gedanken, wenn sich das Unternehmen in die Lage eines Extremkäufers versetzt und dabei versucht, den Gedankengang nachzuvollziehen, um dadurch auf eine passende Werbestrategie zu kommen.

Autor Thomas Noschka
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Hallo, ich bin Thomas – Blogger, Grafik- und Interface Designer. Ich skate gerne, trinke Tee, reise oft und sehe das Internet als große Spielwiese an. Wenn du mehr über mich wissen möchtest, dann besuche mich auf Twitter, Facebook, Google+ und YouTube

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