Delivering Marketing Messages

Delivering Marketing Messages: to prospect contacts who are not yet customers
Once you have discovered or attracted a prospect and have permission to communicate with them, it’s time to put them into your Customer Conversion Process (CCP). Your CCP will comprise a number of tools and steps with the intention of moving the prospect through the stages of being aware of the need of your product/service, to being interested in your product/service, to wanting to talk specifically about your product/service and what it can do for them personally. A basic range of possible tools to choose from could include:

  • A multi-step postal campaign
  • Email newsletter
  • Postal newsletter
  • Telephone follow up
  • Put on an event for customers and future customers
  • Offers and promotions within your business premises

Whichever tools you choose for your business, you need to bear in mind 3 things. You must:

  1. Select communication tools that are consistent with the expected image of your product and service. For example, a flyer under the windscreen wiper of parked cars may be cheap and fine for a local car valeting company or a bistro, but you will have a hard time convincing people to take you seriously if you are selling bespoke personalised holidays or a high value B2B service.
  2. Expect to test tools and messages. Marketing involves creating messages that will appeal and create action, but testing is vital to fine tune the messages and get the results you need.
  3. Hold every tool accountable. Know your numbers and measure how each marketing tool performs. The only measure that makes any sense is the cost versus the lifetime value of the customer converted.


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