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| Hi and welcome again to another exciting Marketing Tip of the Week. Let's start in right away and go over the last three concepts for getting customers coming back again and again. The fifth concept is Quit thinking about yourself. Over the years, I've had my fill of "Me, Me," marketing. Even today, when I pick up a newspaper or magazine, I still see it's all about me type of Marketing. A key to the success of your future success is what I call, "Relationship Marketing." Instead of you thinking up new ad slogans and campaign themes, it's time to find out what the customer thinks and how they think. Traditional marketing comes from the top down. Companies and their people think up new products, and then devise ways to get the public to buy. Today, the successful marketer takes the opposite approach and finds out what the customer would like and then gives it to them. The concept can also be applied to existing products and services. You must always look for ways to get the customer excited about your product by giving them things and services that they really want. Listening, responding, passionately caring, taking the necessary steps, and communicating with your customers will make the difference in your bottom line. The sixth concept is, "Don't talk to strangers." You can't afford to talk to people you know nothing about. In the mid 80's "Database" marketing burst on the mass marketing scene. Suddenly companies were mailing millions of sales letters on a monthly basis, simple because the names were available and their budgets permitted it. However, this initial courtship with the power that computers brought to marketing left a lot to be desired. Once the economy slowed down in the 90's and marketing managers started paying attention to the bottom line. This in turn brought about "Segmentation." The use of segmented databases. This brought about the advent of individualized marketing. Again, you can't afford to talk to strangers. In today's market, you must discover how to speak only to those who have been identified as being interested in what you have to offer, or with whom you already have some type of affiliation or relationship with. In the past, the measure of good advertising was "The Cost Per Impression." But in this new age of marketing the measure is something far more specific and critical. It's called, "Recency of the last purchase of your product, Frequency of this type of purchase, and Monetary value of what is purchased. With this type of database knowledge, you can move from traditional marketing to marketing where you deliberately set out to win your competitors clients and customers. It all starts with the need to talk to someone you know, or who knows you. Your customer. Don't talk to strangers for this information. The seventh, and last concept is, " Help others make friends." Going back to my example of Harley-Davidson, they have a club where they have over 800,000 owners and they communicate with them frequently. They even create rallies for them to attend. Chevy Truck also has a club where when you have reached the 100,000 mile mark with your truck, you can join the special Chevy Truck Club for owners who have accomplished this milestone. Also, remember when I wrote about companies associating themselves with events or concerns, like the environment, you can help others to get together with others that feel the same way. All of these, and many others, are examples of getting people to join in the fun of what you have to offer. To be part of something with each other that is related to what you do. This is a powerful way of getting your customers to come back again and again. The magic of "Involvement Marketing," is a key to your marketing success that will be seen with more companies in the years to come. Direct interaction centered on real customer interests is the best way to build strong, positive, repetitive feelings. Well, that's it for this week and the completion of the seven secrets I've used to get customers to purchase from me again and again. Next week I'm going to give you 27 ways to boost your company's profits without spending additional money. Want to get your Free Marketing Tips weekly? Join me at SFI Marketing at http://www.salesteam.opportunity.com |
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