Tuesday, October 7, 2008

Reaching the C-suite Executive: Thought #1

It seems as if every marketer has them on their radar screen, The C-Level Executive. But with so much clutter vying for their attention how to you get in and stand out from the crowd?

The first thing I would do is to look at and examine the myths about the C-Level executive not going online. That might have been true 8 years go but now? Forget it. This market segment in no longer a technophobic. They are online working and even though they (we) did not actually grow up with computers they are using them very well thank you!

This group is mainly in their 40’s and 50’s and are very comfortable using a computer and are relying on it to keep in touch with the world and in their chosen professions. As a group of people they are following several media channels, read blogs about the industries they are part of, downloading white papers, etc.

Marketers who what to hit the C-Level Executives need to think of them as people first and seek out ways to reach time that go beyond the normal places such as the golf course, chamber or trade associations or even “The Wall Street Journal”

It takes a carefully crafted integrand marketing campaign that meets these people at as many touch points as you can find. Rarely does only one marketing/media channel work effectively all by itself. You are gong to have to work the board to push though the clutter, be it, target mailers, telesales, digital, email, brochures. Without the full complement of parts you will not be as successful. Like a graceful ballet all choreographed together each step, each movement with purpose and beauty. (Yes I find beauty in a well orgistraited marketing roll out).

Larson note: You can get though to the corner office, the Suites, the C-Level Executive. They are out there and are in some way shape or from can be contacted. Yes I have my ways (keeping this as a trade secrets for my own use and clients) the point is if you put a well rounded complete consistent program together you can make contact with the people who make it all happen.

Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better

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