As a result of a marketing communication message sent via email, direct mail, posted on Facebook or just about any traditional or social media channel, your hope is a response.
Did you ever send out an email to your list of contacts, crafting the finest offer ever created, and received a poor response or worse yet, no response? What could have possibly gone wrong?
After checking if the message was sent (and it was), why is the open rate falling like a cloud burst on your picnic?
The answer to your question is not an easy one to get right. For example, in the world today, how many channels are available to you to send a marketing message? Traditional channels are fairly easy to total up, but as you move to the internet, it becomes rather cloudy. Just like the rain drops on your picnic, there are many and many more arriving almost each and every day.
So is the answer information overload, or is it consumer fatigue among your contacts?
At this juncture, I remind my clients to switch to biology for help in assessing an answer to their question. Assuming you are emailing (or using any other marketing communication channel) to a living being, the answer is your stimulus.
If you agree with me, the next question is what type of stimuli?
The surest answer I know is to ask your customers and prospects. You must realize that your customers are in control of the buying process. Therefore, you need to understand this buying process. Until you do, your marketing communications will fall on deaf ears. Unfortunately, that is the same thing as a non-living organism.
I dedicated a website to the process of learning more about your customers and how to take advantage of this knowledge. I call it Customer-Centric Marketing or CCM for short.
I define CCM as - a means to fulfill all the needs and wants of each customer with a desire to succeed, and doing it with a smile.
Over the years, I’ve seen many companies achieve success by centering their products and services based on their customer’s needs and wants. These companies took the time to learn from their customers what makes their product or service better than the competition.
Once you start collecting this data (start with a customer satisfaction survey) and analyzing the results, you’ll see a much clearer picture of your customer. Plus, clear usually means a better understanding which results in more sales. And less rain drops.
Questions or comments are always welcomed.
Just saying - as we are based near Bah-ston, the "R" is sometimes misplaced , but your ideas and thoughts on results are not! I'm sharing this on twitter too. Thanks.
Thank you Rosalind. I'll never forget my first visit to Boston. It took me 5 days to figure out the pronunciation of Worcester.