How to add new customers without alienating existing ones

Note: This blog has moved! For continued updates about small business marketing, visit my new blog Manizesto, or subscribe to the Manizesto feed.

Your business will never grow unless you're able to add new customers on a consistent basis. Targeting those new customers is a must, but when doing it, be careful not to alienate your existing customer base.

Case in point: Scion, one of Toyota's (NYSE TM) brands, recently gave a makeover to their wildly successful xB econo-box, which is a good thing. But the changes have been so drastic that many people who loved the quirky, stand-out car with lots of room in a small package are finding the newer generation too big, too mainstream, and too much like their dad's car, which is a bad thing (See comments on the new design).

So here's what you can learn:

• Changing something successful is good, but not if you change too much
• Broadening your target audience is good, but adding a new product might be better than reformulating one that is already successful with a customer base.
• Researching why people are not buying your products is good, but deciding to target that group and the one you already are may not be the best approach.
• Building up a new brand with a strong target audience is good, but don't suddenly target a different group when you already have loyal customers.

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Comments

[Dan G]

What is this you call Manizesto?

[Jonathan]

I'm transitioning this blog to a new place, with my own URL and custom design. Hopefully in the next two weeks I'll be ready to make the full transition.