Existing databases should be sorted into specific target markets (commercial, public sector, household) and then further subdivided e.g. commercial = retailers, offices, SMEs; public sector = schools, local authority premises; households = able to pay, aspiration, new move-ins).
This will enable you to target specific groups, even individuals, with bespoke approaches and then analyse the recipient’s value according to their response to your approaches. For example:
- Don’t know us and don’t use us (but they’re a lot like people who are already customers, so they are legitimate targets for PR and Marketing effort)
- Know us and don’t use us (people we’ve had some previous contact with but who aren’t yet buying from us)
- Know us and use us (these are previous customers and customers for NOW = they’ve bought from us but we’ve had no serious contact with them since)
- Know us, use us and love us to bits (these are long term loyal customers. They’ve stuck with us through thick and then, through price rises and questionable customer service because they LIKE US and like our products and services. Or maybe because finding and setting up an alternative supplier would simply be too much like hard work! We want ALL our clients to be Know Us, Use Us And Long Term Loyal To Us.
- Used to use us (lapsed customers. We need to find out what we did to drive them into the arms of our competitors)
Next time: Direct mailers/email campaigns
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Has anyone else encountered a blank refusal for a gift freely offered?