Question

Topic: Strategy

2 Parter: Newsletter And Big Company

Posted by Anonymous on 7/25/2006 at 1:22 PM ET 125 Points
Part 1: Newsletter,
I am in the process of working on our first company newsletter. I have decided on sections to include, worked on the content. I have the full vision in mind. The newsletters purpose is to keep in contact with our customers and keep the up to date.

Is publisher good for creating email newletters?
Any other suggestions?

Part 2: Big company
What are the best ways to go after big (huge) corporations. We just receive a few referrals from one of our clients. Now it is up to us to pursue the opportunity. I am sure these people are bombarded with phone calls, email, mail, etc.
We have the name (b/c it is a referral), but we need more.
My plan is to research everything about them.
Develop a powerful letter and use our client referral as an example.
Ask for a conference call.
Send a gift
Next week send brochures
next week send news article...
Overall have a lot of contact with value in it.

What strategies have you used? successful? not so successful?

Thank you

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RESPONSES

  • Posted on 7/25/2006 at 4:27 PM Accepted
    Yes -- I use Publisher for my newsletter because it looks OK. I convert it to a pdf. You can send it attached to your email or send a link to your website for a download.

    Make sure your newsletter has lots of links for further information. The toughest task is to get the recipient to read it and respond and that way you will know if it is successful.

    As far as the referrals go - only your sales director or MD should send a letter or call to explain what your company offers. That kind of contact is very delicate and mentioning another persons name can easily go wrong. The sales people are the experts at that.

    Peter Hobday

  • Posted on 7/25/2006 at 4:39 PM Author
    Excellent feedback so far - thank you.

    As far as the referral - they met a conference. They will recognize the name, but it is not a long standing solid relationship. Although our clients name will help, we are on our own for contacting an pursuing.

    If we did not have a name...what is the most effective way to pursue big business. Something to stand out - like the "foot in the door" - i like that.

    I thought about looking at the Dec. Makers's bio and sending something specific to them like a collage sweatshirt or golf balls, etc with into letter.
  • Posted on 7/25/2006 at 5:03 PM Accepted
    Whatever you do, it must fit in with your business and personality.

    I feel most happy finding all I can about the company and then telling them I have interesting market information about similar companies.

    Most buyers are interested in what other big companies are doing, even if I don't give the name away.

    "We do some interesting stuff with companies like yours" is a great opener.

    Peter Hobday
  • Posted by Frank Hurtte on 7/26/2006 at 9:12 AM Accepted
    Publisher works well for emails... Once you reach an acceptable level of organizaiton and layout, the rest is about content.

    Information about customer contacts. Getting information about customer companies is easy. Getting information about the contacts within the customer is a little more difficult. I use a number of tricks to gather it... 1) Linkedin.com (a social networking website) I look for friends of friends who know them. 2) I call others in the company and ask about the contact. 3) I call the contact and ask a few questions and listen.
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