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Advertising/PR   URGENT - Need Help Fast!  
 
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Change In Advertising Direction - Need Ideas
Posted By: MissyV on 10/28/2004 9:22 AM (CST) 250 Points
Advertising was allowed in print for the last 3 years. Now nixed for 2005 and told to use the monies that were allocated to grow our relationship with current key accounts. So now we are in a new direction and trying to build off of the accounts that have more than a working relationship – where the client is more of an advocate for our company and looks for opportunities to use our company versus our sales force cold calling.

Looking for ideas on how to cultivate the client relationship – as well as how to get more clients to the working relationship level.

Posted by: Jett* Accepted Answer
10/28/2004 10:38 AM (CST)
Well, luckily, you are in a good position and this decision is a very wise one.

Now you have the opportunity to create and develop a database marketing program. This means (in a nutshell) marketing to your current customers and prospects rather than taking shots in the dark. You have the opportunity to survey and create a newsletter for promotions, new info, new tech, new service, company announcements, etc.

The amazing part is database marketing can produce conversion rates of 20% or more, versus the average >2% with direct mail and cold calls (it varies).

If you don't have a web site, I highly recommend an allocation of the budget to create one. Use the current client info to capture emails and opt-ins for your newsletters, etc. Usually some kind of a promotion or discount for the current client AND anyone they send you can not only solidify your evangelists, but create a larger client base...a highly focused client base.

We would be more than happy to assit you in the strategy, e-marketing, newsletter creation, website (if you need one). Our team is second to none and specializes in this fairly new and highly effective marketing program. Just click my name to acquire our contact details.

At any rate, once again, this is an overall wise direction to go with your budget. Understanding your key clients, rewarding them, and giving incentive for them to enroll in a monthly or weekly e-newsletter, and providing them tools to encourage other companies to do so as well (discounts, specials, etc) is a step toward higher conversions, sales, and overall success.

Good Luck with your endeavors!
 
Posted by: jackson Accepted Answer
10/28/2004 10:44 AM (CST)
Building stronger relationships with that group of people that probably buy 80% of your sales makes a great deal of sense. There are many things that you can do, but in my experience of founding corporations I will tell you that by giving your key customers a "Voice" in your business will pay back in spades. One of the most successful programs that I have ever created for clients of mine is to install a "Customer Council" which really accomplishes many things. First it gets your best clients to be recognized as "Experts" and secondly they will have an even stronger alliance as they now will have a stronger commitment to whatever you do as they are now part of the process. The final benefit is that they are now part of your team and as such are less susceptible to attack from competitors. If you want to know how to create and run a Customer Council just e-mail me, lots of luck, Jack
 
Posted by: MissyV Author Response
10/28/2004 10:53 AM (CST)
The Customer Council idea sounds like something very similar that we've been tossing around as is the idea for a way to get communication going among the key clients.

I will need to research further how a newsletter would work with our industry (manufacturing). Most of the programs/projects are driven by the client's project and those need to be kept confidential until on the actual market.

Thanks to Jett and Jackson for getting the wheels turning....
 
Posted by: Sharon Accepted Answer
10/28/2004 11:35 AM (CST)
This sounds remarkably like a fundraising model for nonprofits, where 10 percent of the donor base gives 80 percent of the monies. So maybe you could take a few hints from that group. There is a lot of cultivation of donor prospects and former donors to give more. They get interested in giving when a project meets their philanthropic goals. Unfortunately, sometimes donors don't even understand what those goals are, so fundraisers have to really "get to know" these donors to anticipate their interests based on sometimes largely social interaction. Who knew, for instance, that a water law expert would be interested in funding an art gallery?

Anyway, to translate that, you need to become "friends" with those primary clients. You need to get to know them and their business better than they do sometimes. Don't just ask them what they need ... frequently they don't think that way. It's up to you to come up with the solution for them.

Another thing fundraisers do is something called stewardship. This simply means if you give money for a project, the organization reports back to you on the progress of that project. It's more complicated than that, but basically that idea could translate for your situation too. For instance, you can report back on a product you sold your client based on the need it satisfied : how much money it saved, how it improved efficiency, how it streamlined a process, whatever. Of course, you'd need data from your client, but if you have that relationship with the client already, and he knows what you're going to do with it, it may be possible.

Fundraisers also use volunteers which could be translated into using really good clients to identify noncompeting new clients. And fundraisers have events. Nothing like a good party to make people like you, right?

Anyway, I hope this is helpful. I tried to locate a good site that would try to make this leap for you, but most of the fundrasing sites are talking about philanthropic trends and legal issues, and other stuff that isn't relevant to your situation.

Best of luck to you. Sounds like you're on the right track.

Sharon
 
Posted by: SRyan ;] Member Response
10/28/2004 5:12 PM (CST)
Missy, can you tell us more about your business?

What's your product/service? What industries are your customers in? Where are you focused geographically?

Thanks!

- Shelley
 
Posted by: Jett* Member Response
10/28/2004 5:19 PM (CST)
What kind of manufacturing? I may be interested in getting some quotes from you.
 
Posted by: mgoodman Member Response
10/28/2004 8:48 PM (CST)
I'd say that step #1 is doing some very thorough and detailed research on your customers/partners, so that you know as much about what makes them tick as you possibly can. Don't just try to learn about how they use your product(s). Learn what's important to them in every area of their business. Become their most important resource and consultant.

You need to make sure you are aligned with their interests and hot buttons. Only when they are convinced that you're in this because you genuinely care about them will they "pay you back" the way you want them to. You have to give if you want to get ... and it may be a delayed reaction.

Side note: While I'm not a fanatic on advertising, it may make sense for your company to keep a small presence in a few key publications just so it doesn't look to the world that you've folded up your tent and gone away. You want to remind your audience that you're still around and still important to the industry. It doesn't need to be a big deal, but going "cold turkey" after years of being visible could send the wrong signal.

Hope some of this helps.
 
Posted by: rbooth3399* Accepted Answer
10/29/2004 8:00 AM (CST)
MissyV:
As others have said, you're on the verge of something BIG! Best advice: you're dealing 1-on-1 with a smaller pool. Personal contact will be at a premium. Take the time to get to know the customer...personally and professionally. Build trust and sell in a non-agressive way. Take a step back and see how you like to be sold to. Have you ever heard of the Certified Networker Program? (certifiednetworker.com) I've been through this class before. If you're new to network/referral based marketing this would be something you should consider. It teaches you many things about relationship building.

Martha Rogers of Peppers & Rogers is a guru on 1-to-1 marketing, so use her as a resource as well.

Good luck!
Rebecca
 
Posted by: MissyV Author Response
10/29/2004 9:23 AM (CST)
Thank you to all who have responded and given me suggestions. The 1:1 marketing is very much what we are going with. There will continue some small advertising on the web and we have our promotional mailings that will continue, just the print ads are nixed. We are hoping that by building up the relationships with the clients who are near and dear will bring good results and also allow us to learn how to better work with other clients to get to that level.

To answer Jett and Shelley - our industry is designing and manufacturing nameplates and industrial decoratives.
 
Posted by: rnorth Member Response
10/29/2004 9:35 AM (CST)
Missy,

Help your customers be advocates with some tools.

Try wearables, a smart looking jacket with your logo, polo shirts, cotton sweaters, etc. Nice things that folks will want to wear, even on casual days at the office. Then when someone asks about that logo, they can tout your company's features.

Get your best customers "talking" to your prospects. Take video of your customers talking about your company and put that on your Web site. Feature a different testimonial each month and build up a bank of them. When you have a couple, compile them into tape or presentations for your sales guys to use.

just some quick thoughts--good luck
 


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