Relationship Anchor℠

The “Relationship Anchor”℠ (RA) provides the backbone of your Heavy Buyer communication strategy.

• Successful brands provide unique content to Heavy Buyers, whose high purchase volume makes them a “breed apart” from the average brand buyer
• Any Heavy Buyer communication strategy needs

In providing a foundation or “touchstone” for all relationship communication, the RA answers the following questions:

• What is the look, feel, and content of my Heavy Buyer creative?
• How does the messaging build on my existing base creative so that I am not just “preaching to the converted?”
• Can I shift the promotional emphasis to non-monetary incentives?
• When and how often should Heavy Buyers hear from the brand in order to build relevance and connectedness?
• What is the correct balance between branded and editorial content?
• How can I turn Heavy Buyers into brand advocates?

The RA combines syndicated data, consumer and brand insights, qualitative research and best practices in order to create the right strategy.