Graham Hill's reference to the concept of "Harry Potter Marketing", while talking about marketers not taking the passage of time into account when marketing to loyal customers made interesting reading.The insensitivity of organisations in changing their product offerings to their loyal customers as they age is appalling.
The Harvard Business Review's February edition had a long article about Breakthrough Ideas. One of the ideas was keeping the brand (and its marketing) relevant to customers as they age by changing its value propositions, marketing messages and delivery capabilities. This the authors called 'Harry Potter Marketing' in recognition of the way the character both stays the same (at the core) but changes (in behaviour) as he ages.
Harry Potter Marketing defined-The concept of changing value propositions, marketing messages and delivery capabilities to loyal customers with time, while keeping the brand loyalty intact.
Businesses need to do the necessary cleaning up and updation of data time and again to keep abreast of developments. Besides, it is high time organisations stopped taking their loyal customers for granted!!!!