Sniper Marketing Tactics

Sniper marketing - Extreme Market Targeting Tactics

Want to target your customers, prospects and leads more tightly? This is the place because I want to bring you the most honed in, razor sharp targeting so you can hit the bullseye in your marketing and have maximum ROI.

In today’s economic uncertainty, brand loyalty has really taken a hit. You’ll find that most consumers are basing their purchasing decision more on cost than they are brand loyalty. If you represent a larger brand there’s just no way you will be able to compete, based on price, with some of the generic brands. This is when you turn to your marketing agency and ask them to develop a plan with converting marketing techniques. By this I mean you need to develop ways to instill loyalty into your customer base. You want them to feel like part of a family, and that when they buy another product they are turning against their own.

This is referred to as reactivation marketing or relationship marketing. The names applied to this format suits the delivery type perfectly. You are creating converting marketing materials that will speak to your former or dormant clients or customers. You are trying to retain your current customer base as well as get back any customer that might have left. This format is one of the easiest forms to produce. This isn’t a knock on prospecting marketing formats. Instead, it’s to show the distinction between the two. Prospecting formats creating converting marketing materials, where you’re trying to convince a stranger to buy your product. Where as, reactivation marketing materials are materials designed to speak directly to individuals that have already used and bought your products.

What makes this format produce such high response rates, is that you’re talking to former customers. You know they are your target market and that they’re used and liked your product before. You’re not a stranger knocking on their door. Most companies today use Customer Relationship Management (CRM) programs. The main focus of these programs is to track and organize its contacts and/or customers. A good CRM program includes many aspects which relate directly with each other, such as:

* Front office operations
* Back office operations
* Business relationships
* Analysis

Another important factor in running a successful reactivation marketing program is the number of contact points you have. You will want to make sure you contact them enough times to stay firmly in their brains, but not too many times that they would like to forget who you are. A good way to schedule you point of contact is to look at the last time they purchased your product and schedule accordingly. You might also want consider staggering your mailing. Meaning not everyone will receive the same material at the same time.

There are several different types of marketing formats you can send to your database of customers. The most common and most effective, is direct mail. However, direct mail isn’t necessarily just mailers that are designed as converting marketing pieces. There are a variety of formats you can use:

* Coupons
* Email notifications
* Direct mail
o Letter
o Postcards
* Flyers

Retaining your current client base can save a business when the economy is soft. Creating and delivering these reactivation marketing pieces is a strong way to increase your brand loyalty which will ultimately increase your bottom line.

This entry was posted on Tuesday, April 21st, 2009 at 6:03 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.