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Google educates to better recruit customers

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Sometimes it’s hard to recruit new customers and firms are looking to convince existing “non customers”.

This is what Google does when they organize training sessions on Adwords for entrepreneurs and SMEs. I guess their market studies have revealed some psychological barriers to start advertising on Adwords and that once you started it becomes an habit and generates a regular revenue stream for Google.

Why not under those circumstances apply the Blue Ocean strategy and try to tap in the potential of non customers. Explain them what they can achieve with Adwords, guide them like children in their first transactions, and it will soon become an habit. And between us, it’s always better to be the first to start an habit (before the customer knows too much).

Google has a bus which stops in Belgian cities to teach just that to all those non customers. I’m pretty sure it’s effective (more effective actually in terms of conversion rate than their 50 euros vouchers). If you think you can do the same with your non customers be careful. This strategy will work best if you are a major player with a strong brand image. If you are unknown or if you are trying to sell a product that people do not want or think they do not need, trying to educate customers will certainly not be very successful.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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