What is the current state of direct marketing these days? Pretty good thank you. When you consider that 3 out of 4 consumers (76%) read the direct mail they receive. Women 35-49 and the heaviest readers at 86% with men above 50 the poorest at 65%.
Direct Marketing Readership in Men
Age 2003 2008
18-34 65% 67%
35-49 64% 77%
+50 68% 65%
Readership in direct mail among women of all ages has increased. As with men the largest increase is among woman in the 35-49.
Direct Marketing Readership in Women
Age 2003 2008
18-34 65% 67%
35-49 64% 77%
+50 68% 65%
Readership of direct mail marketing has increased among woman all age groups. As with the men the largest increase in retail direct mail readership is in the 35-49 age groups.
Direct mail from discount and grocery sorts are the most heavily read, with more than 8 out of 10 respondents 86% say that they pay attention to direct mail form discount stores and almost as many, 83% saying that they read direct mail sent form their grocery stores.
So what are people responding to?
71% Coupons
71% Buy one, get one free
63% Single discount item
59% Percent off
52% Gift card
37% Everyday lowest price
36% Grand opening
34% Gift with purchase
29% Consumer tips
26% Loyalty card
23% Event invitation
8% None
Reasons that make a difference to what direct mail people open?
67% Timing coinciding with need
66% Consumers name on the front
60% The piece LOOKs interesting
54% A special offer or discount
52% The piece looks important (watch this one, can be effective, but might get you into legal trouble)
51% Feel something in the piece. (Personal favorite, MAKE IT LUMPY)
42% A free gift or token inside
35% Dated material enclosed
5% None of these
This shows or seems to that people seem to read their direct mail. And they are going through it even harder looking for information and the best possible value they can get. We have found that there is a direct link on sales with marketers who have cut back on their mailings and those who have kept their planned mailings going out as they organically scheduled in there (written) marketing plan.
Marketers said they prefer and rely on direct mail and print advertising for information on products but also used tactics such as telemarketing.
43.6% Newspaper/magazine
43.5% Direct mail (letters, postcards, catalogs)
32.0% Radio, TV
27.4% Phone call telemarketing
For online tactics marketers said they planned to increase spending on every online tactic they surveyed such as micro sites, resource centers, social networking and webinars.
72% Referrals
57% Search engine marketing
44.5% Educational web sites
38% Email newsletters
28% Social networking sites
20% Forms/chat rooms
19% Video/podcasts
8% Mobile ads
Keep in mind that the above staticsis are for a retail operation. In a B2B situation phone usage and telemarketing go up over 50% while use of newspapers goes way down below 10% with some moving over into their target markets trade magazines.
I have always preached a multichannel attack. I use what I call the 3 legged stool approach of telemarketing, mail, and web. You might choose to use print, email and web landing pages. Doing so shows an improvement of 35%, if personalization is used (variable data) you can see improvement of over 50% on what you are now getting.
Larson note: Now what can you do? Go back to the campaigns you have run in the past. Look at the results and see if the ROI if increased 35% or 50% would warrant the additional expenditures. You kept your results and worked out the statistical numbers, yes? If you did that you can predict in hard numbers what you can expect to achieve with little or no guessing.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Friday, October 30, 2009
Tuesday, October 27, 2009
Is Snail Mail More Effective Than E Mail?
E-Mail is the new junk mail. I use it. To a moderate degree but not like I use to. I’m pushing more and more of my marketing back to one-on-one emailing and targeted direct mail projects.
So what has happened? E-mail is so fast, so cheap, so everywhere. Every inbox is filled with spam and everyone has signed or found themselves on who knows how many lists.
We are all so overwhelmed by it all and routinely just switch once e-newsletters that were once important to the junk file. So why not do what email can’t. It is hard to not open an envelope that is lumpy. Put some physical objet in it and it gets opened. Another tired and true tactic is to make your mail look like a formal invitation. E-Mail, it just can’t compete.
Larson note: Now you can tell me that with direct mail there is not instant response that it has not real flexibility, (enter variable data) and the overall cost. Yes it is hard to compete with a mailing package that costs upwards of over 275.00 more per 1M. You need a real good ROI. So … use both.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
So what has happened? E-mail is so fast, so cheap, so everywhere. Every inbox is filled with spam and everyone has signed or found themselves on who knows how many lists.
We are all so overwhelmed by it all and routinely just switch once e-newsletters that were once important to the junk file. So why not do what email can’t. It is hard to not open an envelope that is lumpy. Put some physical objet in it and it gets opened. Another tired and true tactic is to make your mail look like a formal invitation. E-Mail, it just can’t compete.
Larson note: Now you can tell me that with direct mail there is not instant response that it has not real flexibility, (enter variable data) and the overall cost. Yes it is hard to compete with a mailing package that costs upwards of over 275.00 more per 1M. You need a real good ROI. So … use both.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Monday, October 26, 2009
The Week Ahead October 26-30, 2009
Monday:
Tuesday: Durable Goods Orders (B), Case-Shiller Home Price Index, Consumer Confidence (B)
Wednesday: Durable Goods Orders (B), New Home Sales (C+), Crude Inventories
Thursday: Weekly initial jobless claims (C+), Gross Domestic Product (B)
Friday: Personal Income and Consumption (C+), Chicago Regional Manufacturing Surveys (B)
*Rating Scale by Importance (A-F)
Tuesday: Durable Goods Orders (B), Case-Shiller Home Price Index, Consumer Confidence (B)
Wednesday: Durable Goods Orders (B), New Home Sales (C+), Crude Inventories
Thursday: Weekly initial jobless claims (C+), Gross Domestic Product (B)
Friday: Personal Income and Consumption (C+), Chicago Regional Manufacturing Surveys (B)
*Rating Scale by Importance (A-F)
Larson note: Last week we saw Home sales go up but new housing starts going down. What can you expect? With the glut of homes on the market there are some real bargains if you have the money and/or credit, but new homes, not quite as cheap. Of course that is not to mention (remind you of) the $8,000 first time buyer tax credit. The US Senate could decide this week if it going to extend the credit, but if you are in the market I would not trust them to do the right thing.
The focused industries we are looking to add clients in for the month are Advertising Specialties, Trade Show Booth Builder, Sign Shop, a Graphic Design Studio, and Printer both small and mid-sized.
We are still look
ing for sales persons in all areas exceptthe Great Plains States.
If interested give us a call at 847-991-0488.
Howard’s out of office public schedule for the week:
Monday: Tuesday: Running Training 6:30am,
Wednesday: Thursday: Running Training 6:30am
Friday: Saturday:
Sunday:
Trade show schedule:
> October 21-22 2009, Mid-Pak Minneapolis MN (Registered but not committed to going yet)
> November 15-18, 2009 Fabtech Int. & AWS Welding Show McCormick Place, Chicago
> December 2-4, 2009 The Intl. Work Boat Show, New Orleans LA (Registered but not committed to going yet)
> December 3-5, 2009 Athletic Business Conference & Expo, Orlando FL (Registered but not committed to going yet)
> March 14-16 Internal Home and Housewares Show, McCormick Place, Chicago
Time slots still available to meet & talk over coffee.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Howard’s out of office public schedule for the week:
Monday: Tuesday: Running Training 6:30am,
Wednesday: Thursday: Running Training 6:30am
Friday: Saturday:
Sunday:
Trade show schedule:
> October 21-22 2009, Mid-Pak Minneapolis MN (Registered but not committed to going yet)
> November 15-18, 2009 Fabtech Int. & AWS Welding Show McCormick Place, Chicago
> December 2-4, 2009 The Intl. Work Boat Show, New Orleans LA (Registered but not committed to going yet)
> December 3-5, 2009 Athletic Business Conference & Expo, Orlando FL (Registered but not committed to going yet)
> March 14-16 Internal Home and Housewares Show, McCormick Place, Chicago
Time slots still available to meet & talk over coffee.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. We are offering 2 free (a $75.00 value) ½ hour consultation periods per week to talk about marketing businesses. Call or email to get your spot to pick my brain for 30 minutes today.
Friday, October 23, 2009
Growth expectations leveling out: PMA
American Metal Market
October 19, 2009
By Corinna Petry(PMA mentioned, PMA members quoted)
Metalforming companies expect a leveling in business conditions and incoming orders during the final quarter of 2009.Some 30 percent of Precision Metalforming Association (PMA) members expect the trend of general economic activity will rise over the next three months, according to the association’s October survey, down from 47 percent last month, and 54 percent predict activity will remain the same over the next quarter.
Thirty-eight percent of members said the trend in incoming orders will increase over the next three months compared with the past three months, down from 51 percent in September."While metalforming companies generally have experienced a significant rebound in orders and shipments over the past few months, there is real concern about whether the rebound has staying power," PMA president William E. Gaskin said. "Many believe that the current uptick is primarily inventory restocking and that without a more robust recovery of consumer spending and capital investment their increased orders will disappear later this year and during the first quarter of 2010."On the other hand, he said, members’ outlook "is much more robust than it was one year ago, when the majority were seeing new orders drop precipitously.""Overall, business will probably be down from what it has been in the past couple of months," said Bill R. Smith, a principal with Termax Corp., a Lake Zurich, Ill.-based maker of automotive fasteners. "I think the last couple of months were good due to ’Cash for Clunkers.’ We expect that business activity going forward will be about 85 to 90 percent of the level seen in August and September. "Smith said his company is still producing two to three times what it was in April and May. "August was good and September was a little bit better, but I have a feeling automotive is just filling up inventories and this level won’t be sustained," he said.But D&H Industries Inc.’s national sales manager, Michael San Filippo, said his company’s October order rates are up from September."We have landed some new business (to supply parts for lawn and garden equipment) and that will start shipping this month and picking up in November," he said. "A manufacturer was performing this work in-house and decided to outsource it to make room for a different product line."Business from other customers to the Oconomowoc, Wis., company "are pretty much level," San Filippo said. "We are seeing an influx of rush orders where people are looking to replace depleted inventory."Some 54 percent of members said their average daily shipping level is above that of three months ago, compared with 53 percent in September, while 31 percent said their shipments are flat compared with 30 percent in September.Companies appear to have stopped their head-count reductions. This month, only 60 percent of metalformers reported employees on short-time or layoff vs. 68 percent in September. The rate also may reflect that some companies have permanently downsized their work force, eliminating plans to recall workers previously considered temporarily laid off, Gaskin said. The worst month for layoffs in the industry was April, when 85 percent of PMA members said they had layoffs.The PMA surveys 149 metalforming companies in the United States and Canada for its monthly report
Larson note: I to agree that restocking inventories is the main thrust of this manufacturing increase but so what. An increase is an increase. Now look for the cash for more energy efficient appliances to come on in a month or two. Let’s see it as a way to help jump start America's factories. This in and of itself will not stop the downward spiral of unemployment but it has got to help. At least Mrs. Larson might get a new stove out of the program.
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
October 19, 2009
By Corinna Petry(PMA mentioned, PMA members quoted)
Metalforming companies expect a leveling in business conditions and incoming orders during the final quarter of 2009.Some 30 percent of Precision Metalforming Association (PMA) members expect the trend of general economic activity will rise over the next three months, according to the association’s October survey, down from 47 percent last month, and 54 percent predict activity will remain the same over the next quarter.
Thirty-eight percent of members said the trend in incoming orders will increase over the next three months compared with the past three months, down from 51 percent in September."While metalforming companies generally have experienced a significant rebound in orders and shipments over the past few months, there is real concern about whether the rebound has staying power," PMA president William E. Gaskin said. "Many believe that the current uptick is primarily inventory restocking and that without a more robust recovery of consumer spending and capital investment their increased orders will disappear later this year and during the first quarter of 2010."On the other hand, he said, members’ outlook "is much more robust than it was one year ago, when the majority were seeing new orders drop precipitously.""Overall, business will probably be down from what it has been in the past couple of months," said Bill R. Smith, a principal with Termax Corp., a Lake Zurich, Ill.-based maker of automotive fasteners. "I think the last couple of months were good due to ’Cash for Clunkers.’ We expect that business activity going forward will be about 85 to 90 percent of the level seen in August and September. "Smith said his company is still producing two to three times what it was in April and May. "August was good and September was a little bit better, but I have a feeling automotive is just filling up inventories and this level won’t be sustained," he said.But D&H Industries Inc.’s national sales manager, Michael San Filippo, said his company’s October order rates are up from September."We have landed some new business (to supply parts for lawn and garden equipment) and that will start shipping this month and picking up in November," he said. "A manufacturer was performing this work in-house and decided to outsource it to make room for a different product line."Business from other customers to the Oconomowoc, Wis., company "are pretty much level," San Filippo said. "We are seeing an influx of rush orders where people are looking to replace depleted inventory."Some 54 percent of members said their average daily shipping level is above that of three months ago, compared with 53 percent in September, while 31 percent said their shipments are flat compared with 30 percent in September.Companies appear to have stopped their head-count reductions. This month, only 60 percent of metalformers reported employees on short-time or layoff vs. 68 percent in September. The rate also may reflect that some companies have permanently downsized their work force, eliminating plans to recall workers previously considered temporarily laid off, Gaskin said. The worst month for layoffs in the industry was April, when 85 percent of PMA members said they had layoffs.The PMA surveys 149 metalforming companies in the United States and Canada for its monthly report
Larson note: I to agree that restocking inventories is the main thrust of this manufacturing increase but so what. An increase is an increase. Now look for the cash for more energy efficient appliances to come on in a month or two. Let’s see it as a way to help jump start America's factories. This in and of itself will not stop the downward spiral of unemployment but it has got to help. At least Mrs. Larson might get a new stove out of the program.
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
5 Practices for Digital Marketing
How can you start to unleash the power of your web site?
There is no magic formula for successfully moving from an email blasting program as your communication and online marketing tool to one that features real-time interactions between your the marketer and your prospect customer.
There is however some common elements that separates a successful to mediocre to poor program.
Here are 5 of the best practices I have come across.
1. Leveraging interactions to collect customer information. SM gives us such a chance to be in a dialogue with our customers and prospects in real time. You have the ability to create multiple interaction paths within and across campaigns and create ongoing dialogues which enables your prospects to build a trust factored in you and your company This not only allows you to respond to the prospect or customer with the right information but you are better able to understand when they are ready to engage with you in a buying decision.
2. Create a since of conversion urgency with your promotions while reducing your over all exposure. Offers are not one size fits all. Never were, never will be. The more you more away from that though process and create a sense of individually the better off you will be.
3. Combine off line segmentation data with real-time on-line and site visitation behavior to drive your messaging and offer relevance and value. The digital marketing capabilities enable marketers to collect meaningful actionable online behavior information that can be linked in real time to a customer value to drive immediate relevant messaging which may include offers that are designed to stimulate a purchase and not just subsidize a sale that would happen anyway.
4. Monitor purchase and transactions to trigger reminders on when to reengage in a dialogue. When you enter SM Marketing you have the opportunity to enter into interaction marketing and provide a firm foundation.
5. Keep customer satisfaction management linked to marketing activity. It is easier to generate repeated purchases with satisfied customers that disgruntled ones. If you use a mix of communications interactions you can geek an actionable pulse on the human emotions.
Larson note: The benefits are being actively able to manage your customer’s satisfaction to improve retention and improve campaign performance but focusing on the selling messages. Need I say more?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. Need a complete marketing attack? Call us for complete coverage. We do sm monitoring for companies.
There is no magic formula for successfully moving from an email blasting program as your communication and online marketing tool to one that features real-time interactions between your the marketer and your prospect customer.
There is however some common elements that separates a successful to mediocre to poor program.
Here are 5 of the best practices I have come across.
1. Leveraging interactions to collect customer information. SM gives us such a chance to be in a dialogue with our customers and prospects in real time. You have the ability to create multiple interaction paths within and across campaigns and create ongoing dialogues which enables your prospects to build a trust factored in you and your company This not only allows you to respond to the prospect or customer with the right information but you are better able to understand when they are ready to engage with you in a buying decision.
2. Create a since of conversion urgency with your promotions while reducing your over all exposure. Offers are not one size fits all. Never were, never will be. The more you more away from that though process and create a sense of individually the better off you will be.
3. Combine off line segmentation data with real-time on-line and site visitation behavior to drive your messaging and offer relevance and value. The digital marketing capabilities enable marketers to collect meaningful actionable online behavior information that can be linked in real time to a customer value to drive immediate relevant messaging which may include offers that are designed to stimulate a purchase and not just subsidize a sale that would happen anyway.
4. Monitor purchase and transactions to trigger reminders on when to reengage in a dialogue. When you enter SM Marketing you have the opportunity to enter into interaction marketing and provide a firm foundation.
5. Keep customer satisfaction management linked to marketing activity. It is easier to generate repeated purchases with satisfied customers that disgruntled ones. If you use a mix of communications interactions you can geek an actionable pulse on the human emotions.
Larson note: The benefits are being actively able to manage your customer’s satisfaction to improve retention and improve campaign performance but focusing on the selling messages. Need I say more?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. Need a complete marketing attack? Call us for complete coverage. We do sm monitoring for companies.
Tuesday, October 20, 2009
Unleashing Web Site Marketing
Now, as if you did not need to before, you really need to be creative with every dollar you spend and with every minute you spend on your marketing. So here are 3 simple things you need to be doing.
1st. make it easy to help your customers find exactly what they want on the first click, if possible! This often means directing them to a landing page rather than your front or home page but it is worth the effort.
2nd. You need to create a call to action. You need to get users to the right page then show them what to do once they are there.
3rd. Check and recheck your success. The two ideas above will do you no good unless you are ready to watch your conversion data and know what is working and what is not.
Larson note: If you don’t track and change your program you will not really get the most bang from your buck. You really need to know which programs, campaigns and activies are getting you results. Your business might be depending on it.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. Need a complete marketing attack? Call us for complete coverage. We do sm monitoring for companies.
1st. make it easy to help your customers find exactly what they want on the first click, if possible! This often means directing them to a landing page rather than your front or home page but it is worth the effort.
2nd. You need to create a call to action. You need to get users to the right page then show them what to do once they are there.
3rd. Check and recheck your success. The two ideas above will do you no good unless you are ready to watch your conversion data and know what is working and what is not.
Larson note: If you don’t track and change your program you will not really get the most bang from your buck. You really need to know which programs, campaigns and activies are getting you results. Your business might be depending on it.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. Need a complete marketing attack? Call us for complete coverage. We do sm monitoring for companies.
Thursday, October 15, 2009
Get Upfront and Personal
Today more than ever in a marketplace that is filled with media overload, it is critical for businesses to be able to cut through the clutter. But how? Get personal.
Personalization goes beyond inserting a name of someone in your copy. It is true customization utilizing variable data and giving a customer an entirely new perception of feeling appreciated.
Once you engage your audience it is then time to work on building a lifetime relationship. Remember Harvey MacKay’s 66? Ok, so now what. Take all this knowledge and create a deeper point of engagement with your customers enabling you to determine and address THEIR needs. Not your wants.
And the cost?” Remember it costs 5 times the amount to get a new customer as opposed to keeping an established one. 5 times!
Larson note: Keep your focus on the customer. It’s really that simple, or is it?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
http://www.businessiibusiness.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
P.P.S. Need a complete marketing attack? Call us for complete coverage. We do sm monitoring for companies.
Personalization goes beyond inserting a name of someone in your copy. It is true customization utilizing variable data and giving a customer an entirely new perception of feeling appreciated.
Once you engage your audience it is then time to work on building a lifetime relationship. Remember Harvey MacKay’s 66? Ok, so now what. Take all this knowledge and create a deeper point of engagement with your customers enabling you to determine and address THEIR needs. Not your wants.
And the cost?” Remember it costs 5 times the amount to get a new customer as opposed to keeping an established one. 5 times!
Larson note: Keep your focus on the customer. It’s really that simple, or is it?
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
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