The brand connection path is different for different people. Knowing how to effectively integrate communications along that path for a specific group of consumers is the key to marketing success in the 1990s and beyond, whether the organization is selling goods or offering educational programs. To think of consumers as a mass market suggests a homogeneity that does not exist. You and I, as consumers, have different names, ages, addresses, educations, and incomes. Besides these superficial differences, we also have different aspirations, experiences, family structures, motivations, personalities, and emotional makeups.
Consumers are as unique as snowflakes.
Although education is different from most consumer products, integrated marketing can build and extend brand equity in the information marketplace. Education is a high-involvement decision. It is not an impulse or often - repeated buy. What we know about Cooperative Extension customers is that super heavy users account for a disproportionately large amount of all users. But we don't know why these people are loyal Extension customers, how they receive information about our products and services, or most importantly, how they would prefer to receive information about our products and services.