|
Defining Your Approach |
|
Improve rather than re-invent
Interview your sales staff about past marketing efforts and current sales approaches to determine the most effective methods to engage customers. Document best practices, and be sure to note those areas proven least effective. Get creative with how you can improve upon already successful methods of communication with your clients and prospects.
Appeal and Incent
Your offer and call to action should give your customers an incentive that will interest them enough to respond. There should be no doubt about how to take advantage of the offer; if the offer's benefits are unclear or the call to action too complex, your customers will likely ignore your message altogether. Things to consider when building your offer:
- Customize: Present the incentive as a personalized offer.
- Use Magic words: Incentives are more successful using the magic words: "Free, Your, You, Now, Today, Only, Exclusive, Promotion, Discount, Trial, Try, Sample, Value, Guaranteed, Expires."
- Test: Monitor responses and test different offers to see what works best with which customers.
- Exceed: Deliver your offer in a way that exceeds the promise in the campaign, ensuring customer satisfaction.
Balance Your Media Mix
Assess ideal ways to contact your customers and prospects. Do they prefer newsletters, tradeshows, email, or other publications? There are a variety of media options that you can choose to deliver your marketing message. You will likely want to select several low cost options to pursue along with premium options, as your marketing budget allows. Once you have identified your media mix, your plan should consistently communicate your message or theme through your selected media.
Partner Up
Consider using a complementary partner for co-branding opportunities in order to save costs and expand your campaign reach. Good partners may include companies you already work with, or companies who target your same market segment. Make sure your co-marketed message is easy to follow and will make logical sense to the target prospect. Don't fall into the trap of writing your marketing just to satisfy the two parties making the offer.
Integrate Related Activities to Support Your Campaign Plan
Identify activities complementary to your campaign, such as upcoming sales incentives, new product launches or tradeshows, and combine them into a higher-impact collective approach.
Now that you've set your target for your campaign, and chosen your method of contact, get strategic and plan for future campaigns...
