Doing More With Less
Even with a personalized microsite, you still need to reach out to leads. You can’t sit passively and expect them to come looking for their sites. So a schedule of communication should be set up in advance—best of all, using multiple media.
The content of these communications should be considered from the prospect’s point of view. You may want to talk about the new bells and whistles added to your product, but that may not be important (i.e., relevant) to the lead.
Sometimes the medium actually is the message. For example, when a lot of content is served in an electronic format, it may be more effective than pounds of printed collateral. On the other hand, sometimes printed material can give a sense of solidity and credibility that electronic media can’t.
At times, the relevancy and timing of the message is the message. In direct marketing, we know that the right offer to the right target can come from almost any channel and still be effective.
It’s important, even crucial, to think through every communication and make each touch prove its worth in the sales process.
Spyro Kourtis is president and CEO of direct marketing agency Hacker Group, a subsidiary of IPG. Kourtis brings more than 18 years of direct marketing experience to the position and has used this expertise to leverage the agency’s new business development and account planning efforts. Hacker Group works with Fortune 500 clients that include AAA, Expedia, Intel, Microsoft, VISA and Washington Mutual. Kourtis can be reached at (425) 454-8556.