Question

Topic: E-Marketing

Something Different

Posted by Anonymous on 4/2/2010 at 3:24 PM ET 500 Points
I've been asked to consult with a web based Start-Up that poses a type of marketing in which my experience is limited...

Until the concept makes its debut online I can't give out details, but the thrust is this:

It offers a service that is "Occasion Based" and the occasion may not happen for years at a stretch, but it WILL happen eventually. There's no way to make a sale to a visitor to the website until that Occasion is upon them.

Interesting, no ?

My ideas thus far have been to offer an ancillary service that persons have need of with some degree of regularity. This will keep them coming back to the site and they will have it in mind when the Occasion IS upon them.

Anyone had experience with something similar to this and can share their methodology?

Many thanks !
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RESPONSES

  • Posted by Brazzell Marketing on 4/2/2010 at 4:34 PM Accepted
    Can you at least tell us how often the "Occasion" might happen in a person's life and what a new customer would be worth? This would influence the amount of effort one should invest in keeping track of potential future customers.

    Brazzell Marketing Agency specializes in home health marketing (especially for Medicare certified home health agencies). Home health marketing has similarities with the situation you described. Each month, only 0.004% of the population actually qualifies for receiving this type of care in their homes. At the point when they do need it, they need it NOW. There's not much time for research and shopping, if any at all. So, similarly, when you try to pitch Medicare certified home health to the general public, the general response is "I don't have to worry about this now."

    The strategy with this service is to market to the people with whom they are in contact at the point that the buying decision is made. In the case of home health care agencies, this would be physicians and case managers. A family physician can see 2 to 6 people each month who qualify for home health and recommend a specific home health agency.

    You might try to analyze the buying decision process for your service. Is there some type of professional with whom your customers are typically in contact as the buying decision comes near? E.g. - bridal dress shop, divorce attorney, funeral home director, HS teacher? If so, you can look at cultivating a referral base of professionals who are not actually customers but who would have an interest in referring to the service in question.
  • Posted on 4/2/2010 at 5:11 PM Author
    Good stuff, Guys...

    Interestingly enough, there's no way to predict how many times the service will be used by an individual in order to place a value per head. This is an entirely new service and there is only one other parallel in this market and they are like totally stingy with their matrix info.

    Sorry to be so elusive with the facts, but I'm under a NDA myself. Suffice to say there is NO exisiting competition (yes, Virginia, there IS a Santa Claus), so I've kind of got to invent the paradigm as I go along.

    I can see some variation of both of your marketing suggestions working.

    Keep 'em coming and thanks !
  • Posted on 4/2/2010 at 5:18 PM Moderator
    I have some experience with a few situations that have some similarity (e.g., specialized medical equipment, cancer diagnostics, plane crash investigation gear), and each of those is very specific. My guess is that your situation is similarly unique.

    The key for my projects was to maintain an active relationship with the "expert" who could recommend or use the service, without any expectation that we'd see results soon. We simply wanted to be top of mind when the Occasion showed up.

    Not sure if that helps or not. None of my experiences were consumer products, so the approach was fairly straightforward. Not sure if there's a way to translate to a consumer product or not.
  • Posted by thecynicalmarketer on 4/2/2010 at 5:30 PM Member
    Michael's advice is right on target. To keep people interested in whatever you are offering, the bottom line is you need to deliver value - a value that your prospects can understand today and that will motivate them to engage and stay engaged.

    Will you help me remember an anniversary or other date? That has been done endlessly.

    Will you offer a service of good at a special price at some date in the future?
    This could be a hook, but unless you can make it measurable, it will have little meaning.

    Your project sounds interesting, but keep in mind that most people are bombarded with all types of services and offers, and you will have to rise above an incredible amount of noise.

    I suggest you focus on value in the hear-and-now to keep people engaged until that magic moment

    Best of luck, JohnnyB
  • Posted on 4/2/2010 at 5:31 PM Author
    Your phrase "top of mind" is basically what I'm looking for...

    I'm attempting to generate an overall marketing plan whereby when their "Event" happens, my client is the first name that comes to mind. I'm still sorting concepts, but the only ones I've settled on for sure are:

    1.) Complementary products on the website that will keep the prospective purchaser coming back.
    2.) Consistent PR (regular releases and booking talk shows top of the list)
    3.) Referral incentives

    All, of course, leading to the "Tipping Point" of national brand recognition...
  • Posted by Jay Hamilton-Roth on 4/2/2010 at 5:45 PM Accepted
    I'm assuming that the time of the occasion will differ person-to-person (rather than a single catastrophe or shared group event). If that's the case, then start by finding people who are experiencing this event now. Build up enough stories of making a difference, results, the power of having a solution to the need, etc. for the slow tail effect - being there when people need you.
  • Posted by MarketingNinja on 4/2/2010 at 11:34 PM Member
    Most of my customers are planning an event from 1-6 months away. My job is to position myself as an expert by sending them helpful emails (NEVER SALES PITCHES, NEVER) in a conversational tone.

    I use what I call a "reverse order follow up autoresponder sequence". Just think of it as a countdown.

    If you don't know the date (or if the customer doesn't) your job is just to keep in touch from time to time, and keep the customer entertained.

    Snail mail newsletters are great for this as well. They may not read it ever, but they'll remember that you are such an expert that you write one, and they want this guy or company working for us.

    If you don't use autoresponders yet, and in the right way, you're leaving a bunch of money on the table.
  • Posted on 4/4/2010 at 10:19 AM Author
    Good responses ! Many thanks...

    The website is scheduled to make its debut on June 1 of this year. After it does, I'll come back to you guys for some specifics.

    Happy Easter !!
  • Posted on 4/4/2010 at 5:27 PM Author
    Many thanks !

    All my experience has been in fairly sophisticated strategies to "git the order rat NOW!"

    THIS puppy is a whole new ball game...
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