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July 2018

The Secret Sauce to Next-Level Customer Engagement

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How do customers currently engage with your business? What is the ideal way you would like them to regard your service, offering, or product? The answers to those two questions may differ from each other, maybe not. At Futurety, our team is on a mission to elevate how customers, both B2C and B2B, interact, engage, buy, and talk about your organization or business.

We’ve developed a framework (or pyramid) that divides all audiences into four categories: Casuals, Regulars, Advocates, and Champions.

Next-Level Engagement Audiences
What makes our framework different is that we work to bump each audience up one level (Casuals to Regulars, Regulars to Advocates, and so on). This is done through our data analytics and marketing automation services. To help explain our audience pyramid a bit deeper, let’s imagine your business is a local taco shop a couple of miles from the interstate situated in a nice, quaint town.

Casuals
Your casual audience interacts with your restaurant every once in a while. They’re on the family road trip and stopping by because everyone needs a bathroom break and they just can’t stomach another bout of fast food. You are on their list, but priorities are priorities and you’re not one of theirs, sorry.

Regulars
Your regular audience interacts with you frequently enough to collect usable data (score!). They come in on Fridays, attend the local specials, and bring the family every year during the holidays.

Advocates
Your advocate audience enjoys your spot for themselves but also recommends you to co-workers, family members, the stranger at Starbucks. They bring you up in conversation, convince the office to tend your way, and fall back on your brand even after trying out your competitors just for fun.

Champions
And last, but certainly not least, we have your champion audience at the top. Champions pay to promote you — they sing your praises, buy your T-shirts, and run your 5k. They only interact with other brands when they must. They’re super proud, see themselves as part of your community and help bring every other audience category up to where they’re standing!

How do we level up each audience? Futurety creates and executes a cross-channel strategy with exactly the right messaging and targeting to help our clients stand out in a crowded field. Taking customers to the next level doesn’t just happen in a matter of months either. Understanding business goals, analyzing internal and external data, and current market trends will all contribute to mapping out how to elevate your customers.