Customer
Catcher™ Tips
Greater Success with "One More Question"
- Part 3
By Martin Wales
September 29, 2003
In the
previous two Customer Catcher Tips, we
explored questioning your strategies in a multitude of areas,
including: Ultimate Strategic Positioning (UPS), direct
mail, web site, Customer Relationship Management (CRM) and
trade show attendance. There are still some key areas to
consider, then we'll recap.
Seminars
and Speaking Opportunities
Many companies underutilize marketing opportunities when
they are invited to speak at a symposium, trade show or
conference. Again, the obvious questions are usually covered
regarding the speech topic and logistics such as AV equipment.
Don't forget to dig deeper. What can you do to help market
the event? Can you obtain a list of attendees? How can you
network with the other speakers who are usually centers
of influence? What event PR are you implementing? What customers
can you invite who add value to your relationship, give
them exposure and can offer product testimonials? Should
you have some pre-arranged questions in the audience if
there is the need to break the ice at the opening of the
question period?
Display Advertising
Beyond questioning where you should advertise, think about
how to measure the real return on your advertising investments.
Are you really comparing each ad investment to net earnings
rather than gross sales? Once the cost of research and development,
production costs, sales expenses and the creative design
and media placement charges have been factored in, advertising
should be pulling in more business than it is now.
Voice Mail
Some companies miss the opportunity to re-educate customers
and introduce prospects to their products and services by
failing to utilize the voice mail message-on-hold feature.
Why should callers listen to a radio station or CD when
you can deliver a customized "radio" ad while
they are on hold? How many different, brief messages can
you create for your voice mail's message-on-hold feature?
Try something along the lines of "Make sure you visit
the Technology Marketing Corporation's Web site at www.tmcnet.com
to get your free subscription to e-mail newsletters bringing
you the latest developments in the communications industry."
In Conclusion
A question makes you stop to think. Many companies act without
pause or truly answering key questions. This often leads
to unnecessary spending, underperformance or negative results.
Some businesses are actually oblivious to problems or miss
competitive advantage because they don't ask questions or
seek accountability after the fact.
What
is one more question you can ask today to improve your chance
for success?
Steps
for Success Summary
-
When a company reaches a marketing and sales plateau,
it is time to start asking questions.
-
Define your Ultimate Strategic Positioning (UPS) –
a message that conveys corporate, rather than only product
strengths.
-
Ensure you have appropriate, targeted mailing lists for
direct mailing campaigns.
-
Develop a web site with a clear purpose in mind.
-
Use a customer relationship management (CRM) strategy
to ensure effective, consistent and company-wide client
communications.
-
When participating in trade shows, be sure to use every
aspect, from inviting clients to participating in presentations,
as marketing opportunities.
-
Use seminars and speaking engagements as additional promotional
opportunities and encourage client involvement through
invitations for product testimonials.
-
Establish a method to measure the real return on display
advertising. Be sure to factor in the entire development
process.
-
Be sure to use voice mail technology to actively reinforce
and educate clients on your products or advise them of
upcoming events and opportunities.
-
Before you invest a marketing activity, be clear on your
goal.
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