Blow Up Silos!
How Can We Escape Silos?
"It takes buy-in from the top down, and a change in thinking," Dwain says. "In the end, everyone participates in the success and the brand because it creates a synergy across the whole company," he adds.
How do we get all silos together? Start by stepping back and creating segments. Spend the time to find out who the customers are, and break them into tightly defined groups. Give each silo a set of segments that align with its product and a channel to test. This way it is speaking to the ones that are likely to be interested, and you're not overloading any one channel. You benefit by being able to test smaller quantities, and you have a better chance of getting the message to those who will buy. Once the silos see the results, everyone will be on board. When the focus is on the segment, the tone automatically changes to the benefits, and that's what we, as marketers, sell.
How do we work customer retention strategies into programs without committing to expensive points or reward programs? Sometimes just saying thanks or sharing something about the product purchased will do the trick. Customers want to belong, and talking to them about something they've purchased is a great way to keep them loyal. Retention doesn't need to come in the form of a freebie or a sale. I love getting tips on how to use software more effectively or receiving an invitation to be part of a user group. It makes me feel special.
What about cost? Dwain says that knowledge of data always pays for itself. Tying all your silos into one program keeps everyone on the same page, and lets you expand each customer's data each time he is in contact with the company. Increasing response by even just a little can cut costs by half or more. You send out less to do more. Ultimately profit lies within the customer base, not in the acquisition.