Message & Media: Make the Connection
• Update and inform to make customers feel like they are part of the family. Send e-newsletters with useful content and buying opportunities. Link it to your content-rich Web site that positions you as an expert and leading resource. Your Web site doesn’t have to be flashy to be effective. It primarily needs to provide relevant content that’s easy to navigate.
• Announce what’s new to reinforce that your company is alive, well and moving forward. Announce new products, new services for customers, new hires, new eco-friendly practices, new involvement in your community. Use online and offline media to get the word out.
• Position pricing to add value. I learned this tip from direct marketing legend/strategist/copywriter Bob Stone. Here’s Bob’s textbook example. Which generates more response—(1) Half Price, (2) Buy One-Get One Free, or (3) 50 Percent Off? It’s the same offer stated three different ways, but No. 2 is more powerful. More people respond to it. Why? The word free adds value and grabs more attention.
• Segment for relevance. Target with timely messages. Link your messages to individual buying behaviors (and needs) to make stronger connections. For example, if a customer just bought seeds from you, she is planting a garden. What else does she need right now that you sell? A car owner who just bought new tires is probably planning to keep and maintain his vehicle. While he won’t need another set of tires in the near future, what do you sell that he does need to keep his car running longer and more efficiently? Become his personal advocate for helping him get more miles from his investment.
Even in the toughest of times, you can’t afford to disappear. It’s all about remaining on your customer’s radar by staying in touch.