Getting in the Front Door of Prospects: Five Creative Marketing Ideas That Work

In my father's day, getting a new customer was a big deal. As a traveling salesman in the clothing industry—and working solely on commission—he knocked on plenty of store doors to pitch the owners or buyers. Sometimes, he got invited in, though there were plenty of times he didn't.

All he could rely on for his first impression was his 30-second pitch, his smiling face, and his friendly demeanor. His sense of humor was legendary.

Eventually, he established his "regulars" and sold them his line twice a year based on the seasons. Many of these customers became his friends, and even in seasons when they didn't purchase anything he'd still stop by to shoot the breeze, hoping that the next visit would produce results.

It took him many years to build success. The frustrations he experienced in the earlier years competing against other manufacturer's representatives were tiring and dejecting.

In just one generation, things have changed drastically. Lead generation (or prospect research for nonprofits) is scientific, supported by suppliers and list brokers that use technology to the max. Marketing communications channels can include direct mail, email, webinars, whitepapers, banner ads, conference exhibits, and many more. Capturing data and communicating the right information to the right audience at the right time in order to achieve the ultimate prize—to close a sale—is the objective. The long-term goal, though, is to establish customer relationships, and marketing articles abound its importance.

(A related concept, "stewardship," is a term used frequently in the nonprofit world. Although its original meaning is "to guide or direct something to completion," fundraisers use it to describe their management of important relationships. Phrases like "donor stewardship" or "sponsor stewardship" are common. In business, "customer relationship management" is the term with a similar meaning, but often extends to include backend software programs and customer service protocols.)

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Elaine Fogel is president and CMO of Solutions Marketing & Consulting LLC (www.solutionsmc.net), senior contributor to MarketingProfs.com, and blogger at MarketingProfs Daily Fix (www.mpdailyfix.com). Reach her at elaine@solutionsmc.net.