The customer list
One of the simplest ways for a business to boast about its success is for it to assemble the
names of past and current customers into a singular, public list. This is a relatively lowmaintenance
piece of marketing, but it can make an important statement if meaningful
customer names are included.
The list does not have to include worldwide brand powerhouses like Nike and Microsoft
(although it does not hurt), but the names chosen should be immediately recognizable by
your target market. For instance, if you were marketing to higher-education institutions,
listing Apple or Pepsi might carry some clout for the sheer presence they have in the
global marketplace, but listing Harvard or Oxford will stamp a much deeper impression on
your audience.
Different companies treat their customer lists in different ways. Some, like the company
shown in Figure 8-4, choose to list all of their customers and impress the reader with sheer
numbers??”it is, literally, a customer list. Other businesses are more discriminating. They
compile a list, but it only represents the cream of the crop, the most widely recognizable
and powerful names in their stable.
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