Question

Topic: Advertising/PR

Change In Advertising Direction - Need Ideas

Posted by Anonymous on 10/28/2004 at 10:22 AM ET 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.
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RESPONSES

  • Posted by Blaine Wilkerson on 10/28/2004 at 11:38 AM Accepted
    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 SRyan ;] on 10/28/2004 at 6:12 PM Member
    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 Blaine Wilkerson on 10/28/2004 at 6:19 PM Member
    What kind of manufacturing? I may be interested in getting some quotes from you.
  • Posted by mgoodman on 10/28/2004 at 9:48 PM Member
    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.
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