Direct marketers have been saying this for almost half a century: “Some customers are more important than others.” And now there has been an explosion of tools and techniques for treating those associated with your organization differently.
Why do this? And how does treating customers differently provide a better return on your marketing or promotion investment? After all, we’re all the same, aren’t we? Or are we not? The Rapp book asserts that individual psychology is “a powerful driver of your iDirect and iBranding marketing results.” Do you agree or disagree and why?