It’s always surprising how many customers are unaware of a company’s full range of offerings, even after many years of loyal patronage. Cross sell with carefully crafted marketing pieces and personal follow up.
Exciting new 1:1 marketing technology is now in place that allows you to customize your marketing pieces tot he individual customer, even in a mailing list of thousands. It’s the ultimate level of targeting.
Before initiating any marketing campaign or activity, define a successful outcome in terms of responses, leads, sales, etc. This will help you be realistic and know what produces the best ROI for you.
Your marketing dollars should first be targeted at your highest potential, preferred customers. Trying to reach everyone will usually dilute your message and budget to ineffectiveness. You can choose to accept whatever business comes your way, but target those high potentials.
Marketing campaigns increase in effectiveness with the number of times customers are exposed to the message. They’re even more powerful if you use multiple mediums: print, web, outdoor, broadcast, etc.
These days, everyone’s buried in direct mail, spam and advertisements. To get noticed, it takes creative, non-traditional approaches like dimensional mailers, hightly personalized messages and alternative ad locations.
Without questions, current customers are by far the best source of new business for most companies. You already have credibility, access and knowledge you can cost-effectively leverage.
As a rule of thumb, the narrower the market segment is, the more effective the marketing willbe because the message, tone and presentation will be mroe closely tailored tot he audience.
It’s tempting to dive right into the creative (we’ve all done it), but your marketing will be much more effective if you start with the right message adn let it drive the concept, text and design.
Draw clear distinctions between you and your competiton or the only perceived difference will be price, and that’s a tough way to compete. Start by identifying your unique selling points (USP.).