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Are You Still Using Vague Marketing Communication Initiatives?
By Marcom Waymore
Using vague ad hoc initiatives doesn’t give much credit to you or your company. Even at the very best their results are random and not repeatable. Once succeeding in such marketing incentive one is likely to use the same process oer and over again with no real benefit ever again. You can imagine the frustration that brings to all parties involved. So, what’s a better way to market then? Define the goals first The ultimate goal for any piece of marketing work is, of course, a sale. There are two kinds of sales, first sale or repeated sale. That’s from the customers perspective. Which one are you aiming at? What do customers bring to the company? They bring money. The money brought in by clients are your measure of success in your marketing activities. Also, you can set the goals by that. For example, you may have a goal of 20 % increase on revenue. That goal can be divided to your regular customers and to new ones that needs to be obtained. You may drive for 10 % more sales to your regular customers, 5 % for those customers who haven’t been active for a while and remaining 5 % for new customers. Now you have set yourself the goals. Plan the marketing communications programme Clearly, you need to communicate differently with your regular customers compared to prospects or inactive/old/lost customers. For regular customers you want to send messages that enhance their loyalty. You can bring them new products or new ways to use your products. It is not advisable to tell our regular customers about your new product the same way you would with prospects. You already know your customers and they are probably annoyed if you talk to them like it’s your first time you meet them. So also plan your launches accordingly. For inactive customers you may use promotion tactics like discounts, coupons or tell-a-friend type of things. Since they already are familiar you at some level, they are likely to accept your message easily. But they need to have a positive experience from your last encounter! For prospects you need to analyze their motivation to buy your product and plan your message accordingly. Conclusion Go and set the goals with somebody who knows the business you are marketing. It’s probably your director or colleague, it may be your client if you are a marketing service provider. Come to a conclusion on what you are trying to achieve this year and go from there and you are more likely to succeed!
This intel first appeared on: http://hubpages.com/hub/Vague-Marketing-Communication-Incentives
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This intel was contributed by waymore
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May, 2012
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