Question

Topic: Strategy

How Many Times To Touch?

Posted by Anonymous on 12/9/2010 at 9:26 AM ET 25 Points
One of my trade associations is having an educational class in March 2011. How many times would you recommmend touching our prospective attendees with offers, reminders etc between now and then?
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RESPONSES

  • Posted by Gary Bloomer on 12/9/2010 at 10:15 AM Accepted
    Dear Chester,

    As many times as you can, logically, without becoming
    a pain in the neck.

    But here's the thing: rather than beat people over the head with the same offer again and again, you might be better off creating "buy-in" with a series of linked messages (e-mail, direct mail, video posts on a blog), each one of which extols just ONE reason for attending, and each one of which then offers a lead in with something along the lines of " ... and keep an eye out for our next e-mail, in which you'll learn a simple secret to getting ABC!" with ABC being something desirable.

    This way, you're continually delivering useful content, you're building a sense of anticipation, and you're keeping your main beneficial message "Come and learn even MORE at the XYZ conference in March, 2011".

    I hope this helps. Good luck to you.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA
  • Posted by CarolBlaha on 12/9/2010 at 7:24 PM Member
    I sound like Gary-- but as many as it takes.

    Make sure each "touch" has a reason, plan your messages and they won't be cumbersome or reduntant. They will look forward to your emails as they will be learning something.
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