Know-How Exchange : Customer Behavior

Hi tonycook28:

If your company doesn't allow for time or resources to test campaigns/brochures before they are launched then you need do it on your own time and nickel.

I would make friends with some accounting/line managers.

Current customers would be best but I would try to get time with prospects also.

Offer to take them to a sporting event, this will allow you enough time to get comfortable with them and set the platform for a follow up meeting to ask them for their feedback.

Another option is just give them a couple of tickets and follow up with a breakfast or lunch meeting and explain to them what you need - feedback - and how much you would appreciate their assistance.

Unless you know what your customers want you are not running an effective marketing machine.

I will bet it is money very well spent.

I hope that helps!

I agree, and you need to do whatever you have to to understand your market... but if you are under deadline and unsure of your message - have you considered creating a nice presentation folder, and a matching set of professionally designed full color insert pages, to which you can add text later with a copier or laser printer?

If done well, this can be a good image piece, and it can give you the flexibility to improve and refine your message over time. This approach can help you begin to create a library of information, so that you can tailor your response to the needs of each prospect. And, these tools can also be used to prepare proposals and other documents which flow nicely with your web design and brochure.

Marketing to Accounting Managers

The company I work for doesn't allow time or resources for testing
campaigns/brochures before they are launched. I have the task of
designing
and writing copy for two major brochures (one that sells temporary
staffing, the other that sells direct hire placement to accounting/line
managers). We have several design concepts in progress based on an
ASSUMPTION of the challenges our target audience currently face. Any
suggestions on how to produce an effective brochure that appeals to
accounting/line managers?

Testing brochures difficulties:

1. Look for the competitors brochures.
2. Test outside the Company (Internet accounting networks, accounting universities, accounting associations,..).
3. If the your work is important you will need to find the way and the time to test inside (invite them to a work lunch or breakfast, test only the big topics, send them by email,...).

Bye,

Juan Carlos