Question

Topic: Strategy

How Should We Enter New Markets?

Posted by Anonymous on 2/17/2004 at 10:24 AM ET 50 Points
We market a professional service in the area of workforce performance and labor management. Our service has been very successful in manufacturing, and now we wish to aggressively expand to retail and grocery. We are attending relevant tradeshows, produce a printed and e-mail newsletter. We also have begun producing case studies. Recently did an image mailing to C-level execs. We have a sales force to follow-up. Difficulty is in getting through to the C-level to have a conversation. What other techniques can we use? We have a small marketing budget so advertising is too expensive. We are doing grassroots PR and starting to see some interest from trade pubs. Should we do briefings/seminars built around tradeshow appearances? Webinars? Continue direct mail but follow-up image campaign with case studies, etc? Offer white papers?
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RESPONSES

  • Posted by Blaine Wilkerson on 2/17/2004 at 3:18 PM Member
    The best way I get in touch with C-level execs is to either call and ask for them aor send an email to the highest level department you can find and ask them to forward the email to the CEO etc.

    It works. about 70% of them either call or return my email.

    No one ever thinks of it because it is too easy. Remember Ocum's Rasor?

    Good Luck!!
  • Posted by ReadCopy on 2/18/2004 at 3:22 AM Member
    "getting through to the C-level to have a conversation", tough one as usually if they are not aware of you and what you do in the first place, chances are they will not want to talk to you or give you much time.

    If their gatekeepers are a problem, here is one effective way to ensure your mailings are seen by them.

    A couple of days before you send out the mailing to them, send a letter addressed to their PA (either by name or "TO the PA of ...", and insert a small box of chocolates (4 choc box is fine), explain that you would like your target to get a mail that you intend to send (include a copy for their information) and you would appreciate it if the they could ensure their boss sees it.

    I generally find this approach works.

    Once they are aware of you, they should give you more time on the phone.

    Good Luck
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