The hyper-responsive customer
I first heard the term "hyper-responsive" from marketing legend Dan Kennedy.
It refers to small group of customers who love to buy from you and other people in your marketplace.
Using the classic "80/20" rule that a high percentage of your results (80% of the end results) comes from a small percent of your efforts (20% of your efforts produces those 80% of results). Then hyper responsive is more like 5% of your customers can produce 40, 50, 60% or more of your profits.
Many times it might seem illogical, however being a hyper-responsive person myself, I love to buy certain things… even if I would logically think about it… there is no logic reason to buy something, I won't use it, its not worth it, etc.
And it usually comes in spurts (some call it "buying heat") where the buying frenzy starts, lasts for days, weeks even months and then slows down or quits (usually to be picked up again in the future.)
Logic really doesn't come into play with the mythical hyper-responsive.
To give you funny example, I read about a classic "hyper responsive" moment from my favorite sports writer at espn.com, Bill Simmons aka The Sports Guy, who is a passionate Red Sox/Boston sports fan.
Here is what he wrote last week.
Reason No. 951: The post-title buying spree
I ran out of space in my dresser recently and pulled everything out for the depressing what's-staying-and-what's-going ritual, which seems to happen every four years (kind of like the Olympics). My dresser has five drawers and holds a ton of stuff; it's bigger than Nate Robinson. I probably hadn't opened the bottom drawer in two years, so as I was pulling stuff out, suddenly there they were folded on top of one another, smelling a little mothballyeight different T-shirts related to the 2004 Red Sox title.
Why did I buy eight when two would have sufficed? When you haven't won in a while, you briefly lose your mind. I took some time to figure out everything I bought after that 2004 title, and here's the final tally: eight T-shirts, one sweatshirt, one World Series jersey, three DVDs (including the 12-disc boxed set), a Topps cards set, one leather-bound SI, four framed pictures, two bobbleheads, three hats and two game-used World Series baseballs. (Missing: The Fever Pitch DVD, sent to me by a production company, that I tossed in the garbage.) Now that, my friends, is a textbook post-title buying spree.
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