Water Marketing Recap | June 2023

Marketing Strategy

I admit it, for a long time, I was also a supporter of the theory: It is easier and cheaper to develop existing customers than to acquire new ones.

That was and is total nonsense.

During my time as an activated carbon "dealer," I could be convincing. Still, the waterworks did not change the activated carbon more often because of me. But always only after its cycle. This is somehow understandable.

The same happened during my membrane times. The integrator could not buy more MBR plants from me than the number his project required. What should he do with them? Put them in the basement??

Spoiler, these things will start to mold if you put them in an underground tank and leave them for months without water!

So what's with the theory? I don't mean you don't have to ensure your customer will buy again. I mean that they can't buy more often.

This theory is known as the Double Jeopardy Law.?

So, the Double Jeopardy Law states that the smaller brand has fewer customers than the larger brand, and they buy the brand even less.

This further means that the market share (both number of customers and measured by sales) is lower than for larger brands.

The larger brand is also bought more often because of the number of loyal buyers within the number of total buyers.

Conversely, smaller brands need more loyal customers! Period.

And the only way to grow is to work on market penetration. Based on Double Jeopardy Law, the number of purchases cannot be screwed. (See my examples above).

This theory is unfortunately not mine but is very well described in the book "How Brands Grow by Byron Sharp. "?

When I read this and remembered my examples, it was clear to me. What I was trying to do back then could not work.

So if you want to grow, increase the number of your customers. And if someone says it's cheaper to develop existing customers than to win new ones. Now you have the answer. The Double Jeopardy Law.?

LinkedIn Marketing

For all those who still think, "Everything written on LinkedIn stays in the LinkedIn universe," you're wrong. Yes, I sometimes still encounter this way of thinking followed by the statement, but my customer is not on LinkedIn.?

Meanwhile, it doesn't even matter if your client is on LinkedIn or not because he's definitely on Google (and if he's not there either, you should look for new clients).

But back to the point. Meanwhile, Google is very active in using the network LinkedIn for its search engine. I see more and more posts from me and from my customers or topics that interest me over the search engine.?

No joke.?

For example, this article about the new micropollutants?plant in Stuttgart was displayed to me via Google Alert a few days ago. But the post on LinkedIn is 8 months old.

Or here. An article about Ceramic Membranes. Via Google this was leaked to me a few days ago, on LinkedIn it is 2 months old.

This means you should be aware of LinkedIn and become actively visible because your client can read your valuable thoughts on Google. Even if he has not a LinkedIn account.

In this sense: Good marketing and don't forget to train your people.

Cheers Bj?rn

Not enough?

Connect with me?here on LinkedIn, or check out the?Interius Solutions webpage?and book your personal call with me.

See you soon.