The last 2 shows (7 & 8) we began detailing the requirements of Escalating the Relationship - the benefits of using the network effect. In week 7 we covered Frequency - more interactions that are balanced between who initiates contact. Last week we followed with the second element of the network effect model - Relevance.
In case you need a quick refresher on the network effect model, I provided a link to week 5.
This week we tackle two more elements - Uniqueness and Value.
EPISODE 33: FUNCTIONAL UNIQUENESS
We are taking two perspectives on uniqueness - tangible or functional aspects of the offer, and intangible or experiential.
Functional is a little easier because it is compromised of things you can see and touch.
EPISODE 34: EXPERIENTIAL UNIQUENESS
The experiential part is a little more difficult and is based to a large degree on the nature of the relationship - what is like to do business with you.
EPISODE 35: CONTINUOUS VALUE
The essence of continuous or long term value is the offer consumed in one sitting like a newspaper that becomes stale after the first day or something like a magazine they can come back to multiple times, always providing more value with each use?
EPISODE 36: BUNDLING UNIQUENESS & VALUE WITH RELEVANCE TO DRIVE FREQUENCY
These two are critical components for escalating your relationship with customers. This starts with getting them involved and sampling the offer, once they start it is obvious this is what they were looking for but will not drive long term use. It is when they are surprised by how well the offer delivers promised results, how easy it is to use, how well it fits them today and in the future. This is how to turn unique visits to long time users.
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