In Tuesday’s post, I discussed the multimedia approach used by McDonalds in order to gain top of consciousness positioning in your marketplace.
Unfortunately, there are few businesses that have the marketing budget that McDonalds has to purchase expensive media. Fortunately for you, there are direct marketing methods perfect for this purpose.
Perhaps the most effective I’ve seen is a 10X to 12X Contact Program directed at customers and selected, targeted prospective customers. In such a program you directly contact and communicate with those people at least ten to twelve times during the year not including their visits to your place of business or their routine transactions with you.
In doing so you might use birthday cards, seasonal greeting cards, postcards, newsletters, catalogs, special offer mailings, telemarketing, emails, personal sales calls and ad specialties.
I particularly like the use of a customer newsletter as a part of this contact program. I use this for my consulting business. I teach doctors to use it for their practices. It’s hard to think of a type of business that can’t benefit – if not by sales, by referrals – from the continuous communication of a good customer newsletter. Any company selling through dealers, distributors or retailers should use this method.
I also like the use of a personalized ‘Thank You’ to build customer loyalty. People like to be appreciated. It’s a very simple thing yet so few businesses today do anything to say thanks.
We recently tried a new messenger service for the first time. The next day they delivered a nice flower in a little crystal vase to our office with a thank you note. I think that’s brilliant. The next time we need a messenger service I can assure you that we are going to think of them.
Direct mail is great way of increasing the frequency of spending of customers or the order size of customers. You can also use direct mail to motivate customers to purchase slow moving items in your stores, come to your restaurant at a slow time, and stay in your hotels during the off season.
In using a frequent contact program to communicate with customer in order to gain all or a larger share of their business there are four simple ideas to consider as well as six ways that direct mail can be used to communicate with established customers.
I will be discussing all of these in tomorrow’s post.