Title: A Common - Yet Easily Avoidable - Marketing Mistake Author: Kathleen Gage Email: Kathleen@turningpointpresents.com Word Count: 757 Copyright © 2004 by Kathleen Gage Web address: www.kathleengage.com Publishing Guidelines: You may publish my article in your newsletter, on your website or in your print publication provided you include
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A Common - Yet Easily Avoidable - Marketing Mistake By Kathleen Gage
December is a month in which many organizations make plans for coming year. Now is a great time for you to look at your marketing systems for attracting and retaining customers.
Although front end systems such as advertising, public relations, press releases, direct mail, sales letters and promotional items are important, equally as important are what you and your staff do after you gain new customers. It never ceases to amaze me how companies will invest money in campaigns to gain new customers yet have no system to build and maintain those relationships they were so eager to attract in first place. Having a system in place to keep your name in front of existing and potential clients is a very important part of a great marketing campaign. Additionally, having programs in place that make it easy for people to do business with you is essential to health of your bottom line.
Any company that depends on repeat business absolutely must have a good customer retention system in place in order to thrive in today’s competitive environment. Time and again I have seen this as primary area of businesses where companies don’t succeed at level they are capable of - especially in small businesses. The thinking with many people is, “If they want my services, they know where to find me.” While a potential customer is looking for you, your competition’s marketing systems may find them first!
As an example, a pet store offering grooming services could increase revenues by having a reminder system in place to notify customer when their dog is due for grooming or to let them know when a new product arrives. They may also consider using a punch card that gives customer a free grooming service after a predetermined amount of visits have been made. Many pet owners view their animals as family members and will be more likely to do business with you when they believe you care about their pets just as much as they do. What would your profit margin be if you were able to turn occasional customer into a frequent customer? Customers who regularly visit your business would also be more likely to refer you to their friends and associates. Remember that frequency is determined by your particular industry or service. A grocery store may consider twice-weekly visits a good frequency, whereas a dry cleaner may only be monthly.
