Building an 80/20 Business

Are you obsessed with a brand? Come on, admit it. Holly will. She LOVES Caribou Coffee, a coffee house brand based in Minnesota. Holly is probably one of Caribou's 20% of customers that bring in 80% of their profits. No kidding!

We call these obsessed people "loyalists," and they will help you realize 80% of your profits! In fact, Holly's son recently had a birthday party with an unusual theme — not Spongebob, not TMNT, but Pierce #12. Yup — his favorite local high school basketball player. See — the object of one's obsession doesn't have to be national or even popular. Obsession is simply great wanting mixed with continual action. That sums up Holly's Caribou Coffee obsession — her great wanting every afternoon causes her continual action to buy. Holly is a Caribou loyalist.

She didn't start that way. She started as a stranger – she didn't know, like or even trust Caribou. After being affected by some clever marketing, she became a prospect — she gave Caribou permission to market to her. She had not bought yet, but did opt in by biting on a marketing offer. She then became a customer, and moved on to loyalist status. A loyalist is your most loyal customer, someone who buys from you again and again. They sing your praises to others and give you word-of-mouth endorsements.

You don't get loyalists overnight. You must identify them, market to them on purpose, and continually treat them like royalty.

Are your customers obsessed with your brand? Identifying your loyalists is easy if you have a well-defined Core Target Audience. To get a FREE audio to define your Core Target Audience, click here for our FREE Marketing Mastery Success Kit.

Can you identify the 20% of customers who bring in 80% of your profits? Learn how to turn your customers into raving fans — without spending a dime over your current marketing budget! Check out our Fast Track to Marketing Mastery program.

© 2007 BoostYourBottomLine.com

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com