Ok, so by now you should have a better idea of what a Heavy User is and why you should make her the target of your campaign.

Please note that this is probably the single most overlooked aspect by any company that struggles everyday for survival. Successful companies on the other side, understood that very well.

Here’s a few examples of industries or companies that totally missed this concept targeting the wrong people or using the wrong message:

Supermarkets

Dear supermarket manager, you've got it all wrong.

Why make things easy for your unprofitable customers and annoy to death your profitable ones? Why have express lanes for people buying a bottle and a magazine? Why not express lanes for the people who actually make you some money? The ones with 25 items or MORE!

Airlines

Lets take an Italian example very popular these days: Alitalia, the Italian national airline.

Dear Alitalia manager, you got it wrong too. We all know that the heavy traveler hate Alitalia to heart. They take longer trips to avoid flying with you.

Still you spent millions of euros to advertise to him your new seats. But they know your industry better than you do and a new seat won’t help your bad reputation. How about a 60-seconds security check? I bet this will make them run to your counters.

Yogurt

Dear yogurt manager, you’re wrong too, sorry.

Your Heavy Users are not those who purchased a yogurt in the past 4 weeks or that will purchase one in the next 4, because they want to be healthy. Your heavy user buy a yogurt everyday, therefore they probably use it a meal replacement.

Stop highlighting how healthy your yogurt is or you will only attract light users. Start advertising the meal replacement properties of your yogurt and you’ll probably get the attention of the heavy users, those that make you a profit.