Know-How Exchange : Strategy

Are these your past clients that had bad service or are you targeting competitor's clients that had bac service?

If they are your clients the first goal is to take care of why people are getting bad service. Bad service will speak much louder than any marketing you can do. The phrase "lip stick on a pig" comes to mind. If the service they recieved was really bad I might give up on trying to get these clients back and work on getting new clients without any previous history. The former clients might take too much energy to win back over.

If you are talking about competitors clients who recieved bad service, by all means go after them.

Mike

Your competitors clients, who are unsatisfied, are the idea target for your marketing. One of the biggest problem with advertising is that most of the adverts, time and effort is spent on people who have no interest in the product what so ever. Example: When my TV show is interrupted with adverts for baby food. I have no kids. The advert is wasted. If you can target your efforts onto only people who are receptive, then you vastly reduce the waste and increase your sales performance. Ergo, your competitors customers are the first place you should look for customers. Then when you are sure you perform well against your competition, go looking for new customers elsewhere. First secure your slice of the cake, then make the cake bigger.

Except in very rare instances, I would think it would be an excellent idea. Naturally, if you get more details about your product and market, we can be much more helpful in our replies.