Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
Let’s imagine, for example, that you’re selling a soft drink. The category typically has two types of buyers: passionate and infrequent. Either you drink soft drinks every day and twice on Sunday, or you have them occasionally when eating lunch. The former kind of customer is of serious interest to the marketer, who will want to reward their loyalty.