By
Craig Barnes on Monday, February 2nd, 2009 |
No Comments
So the groundhog says there will be six more weeks of winter. But, six more weeks of winter may mean something entirely different to someone in Waterville, Maine than it does to a guy in San Diego.
And that’s the lesson on this first Monday of February.
A predictive model is not “one size fits all.” You have to understand your audience.
To the person in Maine who has been buried under five feet of snow since November, winter won’t be anywhere near over in six weeks. In San Diego, it will probably be just another 74 degree day accented by a nice soft breeze.
Beware of marketing using broad assumptions. Segmenting your customers and prospects into specific categories and then applying that understanding to your marketing efforts will boost marketing ROI.
And, today’s economic reality mandates that companies get maximum return out of every marketing dollar.
Now’s the time to market aggressively with a intelligence-driven campaigns that resonate appropriately with the target.
Remember, you have to power to create your own marketing forecast!
By
Craig Barnes on Tuesday, December 9th, 2008 |
2 Comments
OK, I’ve had it. In almost every conversation I have these days, someone has to do the “woe is us” speech. Instead of “woe”, I say, WHOA.
Let’s stop talking right now about what’s wrong and focus on what we can do that’s not only right, but likely profitable.
There has never been a better time for companies to commit to building market share through intelligence-driven marketing. Taking the time to understand customers and prospects will yield sustainable growth. But, it requires action.
Engage your customers and your prospects in a digital dialogue. Invite them to share their perspective and then tailor your message to their needs. Create a “drip” stream of communications that highlight your solutions, approach or products that will enhance their efforts.
Develop a bond based on shared knowledge and commitment to delivering exceptional value. Even if they aren’t buying now, they will again sometime. And, it might as well be from you.
If you don’t have a segmented database with full customer profiles you can still engage your marketplace. There are plenty of tools available to create a robust digital dialogue. Better yet, find a marketing group eager to help you build share through on-target, systematic communication.
For every minute I hear someone focused on what’s wrong, I’m going to spend five working as hard as I can to be a valued resource and boost marketing ROI for our business partners.
