How do you market to your customers?

I like marketing and especially the use of technology as a marketing tool. The other day I needed some ink for my HP 3 in 1 Fax/scanner/printer. Of course, I needed it then. For many months I have received a weekly email from a supplier Inkman. I had purchase a toner cartridge for my laser from them. The emails were not that annoying but I mostly deleted them without reading them. But when I needed the HP ink I looked up the website and checked their prices. I ordered some with next day delivery. I also raced down to Harvey Norman and bought some ink to get by that day.

In marketing there is a model called AIDA. Awareness, Interest, Desire and Action. Well, the weekly emails created awareness. They generated some interest but generally no desire and the only action was the deletion of the email. What was the secret ingredient missing?

Timing. the marketing material presented did not raise my desire so that I could order the ink BEFORE I needed it. So timing raised my desire level and so I was pushed into action.

Thinking about this more I can see a case for weekly emails from suppliers of necessary products and services. But how would that equate to suppliers of more complex solutions or services. What about Legal advertising in local papers? Does that work the same way?

Well I know that there are ads in the local paper each week. I dont remember the names of the organisations. Would that advertising lead me to using their services? Probably not. I would most likely talk to friends and relatives and get a referral to somebody they have used and trust.

If that is the case, why do legal businesses continue to advertise in the local papers? Sometimes it is because they feel they have to do something. Most likely it works for them. Some people may want legal services quickly. Some may not want to talk to friends and relatives about the problem to get a referral.

Overall it is the mix of advertising and communication that is important. For advertising and communicating any product or service, simple or complex, to any sized organisation there is a case for using all the channels available. Adapting the mix to the current environment and the messaging to invoke AIDA is whats important.

Using technology to assist this and reduce costs is where I find the fun. Reducing costs of direct mail. Use of email. Use of websites. How does Web 2.0 (Facebook, Linked In, Twitter) fit in? What about Web 3.0 (think of the web and Web 2.0 on your mobile) fit in?

Another way of approaching complex sales is outlined in Jill Konrath's book on "Selling to Big Companies". I am especially interested in how to use technology in sales like this.

Over the next few weeks we will explore these in more detail.

theBizWiz

http://www.boulterassociates.com.au/
http://www.informgroup.com.au/