Question

Topic: Strategy

Retaintion Activities For Consumers

Posted by Anonymous on 5/16/2006 at 9:43 AM ET 50 Points
Dear experts,

I have to set up the direct marketing plan for my infant milk powder. One of objectives is to retain consumers and trigger consumers of competitors. Please be noted that I assume that I have the database of propect consumers whom are pregnant women. However, in my country, we can not talk any about infant milk powder brand and could not offer any promotion scheme for consumers, retailers and doctors to push sales, hence I have no idea to meet the objective. Could you please advise me. Thanks in advance.
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RESPONSES

  • Posted by Frank Hurtte on 5/16/2006 at 10:20 AM Member
    When you say you cannot have a promotion scheme for retailers, does that mean you cannot "educate" retailers on your product? If you can, pay the retailers to take classes on your product. Educate them to the point where they know why your product is best, and offer continuing education for very successful retailers. Perhaps the education could be held at a very nice location...
    Offer incentives for retailers to push common questions back to you... then answer the questions. In many products knowledge at the retail level is the second best thing to knowledge at the consumer level.

    Frank Hurtte
  • Posted on 5/16/2006 at 11:29 AM Author
    Our competitors have been luckier than us because they had time to introduce their brands already (before the barrier set up). It is hard for me to retain consumers without promotional activities. Do you have any ideas of retaining consumers in this tough environment?
  • Posted on 5/16/2006 at 1:28 PM Member
    Hi,
    I would look into doing seminars.
    Maybe get a docter involved. A seminar ia not a promotion.
    This way you can get more awareness and attract more women as the speaker could talk about other benefits next to the normal ones of your product.

    You could also start looking for mistakes in the comeptitors product and advertise about that via media and PR.
    This is obviously a drastic measure but it will create awareness about your product...
    Regards,
    W
  • Posted by ReadCopy on 5/16/2006 at 4:01 PM Member
    OK, two different parts here, but your key issues seems to be retention!

    Customer Retention (CR) is achieved via a very simple formula:

    CR = Good Customer Service + Good Communications + Good Reputation

    If you have those three elements in place then retention should follow. If not, you know what areas of your business to work on!

    Good Luck
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