Marketing in unexpected seasons
This is the time of year when everyone's mailbox is flooded with
holiday greetings and holiday offers. In all this clutter, it is
entirely too easy for insignificant voices to get lost.
Instead of sending out a December greeting card along with
dozens or hundreds others in your customers' mailboxes, look for
times when you would not be drowned in the flood.
Birthdays and wedding anniversaries are obvious times to
commemorate. So are milestones such as children's sports
achievements, graduations, and of course, holidays like
Halloween, Valentine's, Independence Day, the day of the
All-Star game, among others.
Think outside the box. For instance, think how thrilled, will
your customer be when you send a letter marking the 100th day
since he or she started doing business with you. Consider some
personalized cards or a 10% off coupon?
Do you think the customer might have some positive things to say
about you to family and friends? Yet the principle is sound.
Recognize special events in your customers' lives.
Also consider that even on lesser days, you will still have
plenty of competition for your customer's attention. You may not
want to get involved in requesting and tracking this
sometimes-sensitive information.
Here are some tips on how to go about choosing the customers you
will be sending special occasion cards to?
Try to identify the top 20% of your customers who probably
account for 60-80% of your revenue. Send them a series of
special mailings, maybe even a newsletter. Offer them special
deals or extra services. Provide incentives for them to refer
their friends.
Identify five serious prospects that have expressed significant
interest but have not bought yet. Ask for five minutes of their
time. By telephone, find out exactly what they need form you in
order to buy. Provide an incentive for answering the survey such
as a free gift with their first order.
Identify and take note of special times that means a lot to your
customers. Surely this task would not be taking all of your
time. Besides you get to advertise yourself by doing this. The
possibility of your customers showing off to others is very much
likely.
There are events in life that needed to be celebrated even in
the most simple way. Nothing can beat the feeling of having
someone that is not even related to you giving you something for
that day. A simple card can mean a lot.
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