A Common - Yet Easily Avoidable - Marketing Mistake

December is a month in which many organizations make plans for the coming year. Now is a great time for you to look at your marketing systems for attracting and retaining customers.

Although front end systems such as advertising, public relations, press releases, direct mail, sales letters and promotional items are important, equally as important as what you and your staff do after you gain new customers. It never ceases to amaze me how companies will invest money in campaigns to gain new customers yet have no system to build and maintain those relationships they were so eager to attract in the first place. Having a system in place to keep your name in front of existing and potential clients is a very important part of a great marketing campaign. Additionally, having programs in place that make it easy for people to do business with you is essential to the health of your bottom line.

Any company that depends on repeat business absolutely must have a good customer retention system in place in order to thrive in today's competitive environment. Time and again I have seen this as the primary area of businesses where companies don't succeed at the level they are capable of - especially in small businesses. The thinking with many people is, "If they want my services, they know where to find me." While a potential customer is looking for you, your competition's marketing systems may find them first!

As an example, a pet store offering grooming services could increase revenues by having a reminder system in place to notify the customer when their dog is due for grooming or to let them know when a new product arrives. They may also consider using a punch card that gives the customer a free grooming service after a predetermined amount of visits have been made. Many pet owners view their animals as family members and will be more likely to do business with you when they believe you care about their pets just as much as they do.

What would your profit margin be if you were able to turn the occasional customer into a frequent customer? Customers who regularly visit your business would also be more likely to refer you to their friends and associates. Remember that frequency is determined by your particular industry or service. A grocery store may consider twice-weekly visits a good frequency, whereas a dry cleaner may only be monthly.

Changing customers from being a one or two item purchaser to purchasing several products can increase your bottom line tremendously. With a bit of vision and creativity, one basic service can open several opportunities. Most businesses can take their basic product or service and expand into other offerings. What are your current offerings? Are there other products and services you could develop that are consistent with your market and your company vision?

This is where you can create an incredible backend list of possibilities. Once you think about other offerings, what are some new avenues you could open? Is it possible to partner with other companies where you could offer each other's products and services?

Here are some possibilities:

 Car dealerships offering a year's worth of car washes or oil changes at a discount

 Hair salons who sell facials or nail services

 Pet shops selling grooming services

 Restaurants who provide recipe books

 Chiropractors and Massage Therapists who promote their services

As you plan for the coming year, include methods for keeping in touch, developing a list of companies you can partner with and increasing strategies for gaining and maintaining top-of-the-mind awareness for your customers.

Marketing is about timing. Just because you contact a client today does not mean they are in the market to buy today. However, if you keep in regular contact with them, when they are ready to purchase, there is a good chance you will be the one they call.

Today's customers are busy. New choices are thrown at them every day. Keep your name on the top of their list by consistently reminding them of their great experiences with your company. Great marketing systems will help you gain and retain customers.

Email: Kathleen@turningpointpresents.com
Copyright © 2004 by Kathleen Gage
Web address: www.kathleengage.com

Publishing Guidelines: You may publish my article in your newsletter, on your website or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

Do you want to gain massive visibility within your market? Kathleen Gage can help you do just that. As a published author, keynote speaker and top rated business advisor, Kathleen Gage teaches strategies that give high impact and high return. Sign up for Gage's FR*EE Report "Learn How a Salt Lake City base consultant made over $100,000 from one idea" at http://www.kathleengage.com

---

Meaning and Marketing - The Trigger

In previous articles under "Meaning and Marketing", we have learned... Read More

5 Tips for Getting the Most out of Exhibiting at Trade Shows

Exhibiting at trade shows can be a cost-effective way to... Read More

Your Marketing Plan - Prerequisite to Success

Marketing is a vital aspect of a business' operations. It... Read More

Easy Marketing Methods with Letters, Post Cards, Referrals and Testimonials

Easy Direct Marketing Methods for Insurance AgenciesThis Month: Strategies for... Read More

Dont Think Like A Package Designer - Think Like A Customer

Some of the most successful package introductions have come from... Read More

Features vs. Benefits vs. End Results

If you've been in the copywriting realm for very long... Read More

Getting More From Your Customer

We are all customers of one product or another. How... Read More

Tracking Your Way to the Top!

I often wonder how people without a plan know where... Read More

Private Practice Marketing: 3 Secrets I Wish I Knew When I First Started Out

I don't know about you, but I am still waiting... Read More

5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics

The internet of course brings a huge arena of marketing... Read More

Marketing the Government for Profit

Steps and tips on marketing your business to the government.Fact:... Read More

Finding a Brochure Printing Company

A brochure can be a great promotional tool, whether it... Read More

Trade Show Videos Need to be Planned

A few months ago, we attended the recent Austech 2005... Read More

The Use of Bar Code SMS in Mobile Marketing, Advertising, CRM

Anybody that frequents shopping malls are familiar with the bar... Read More

Bridging the Chasm from Lead to Loyal Customer

Bridging the Chasm from Lead to Loyal Customer: A Step... Read More

Wooing Women With Packaging

In just one month three California vineyards have introduced new... Read More

How to Measure the Benefit Your Product or Service Offers

Measuring the benefit of your product or service means putting... Read More

The Marketing Secret Every Child Knows

Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More

Networking Basics Turn Yourself Into A Profit Making Giant

I would like to introduce you to one of my... Read More

Where Are Your Leads Coming From?

Most B2B marketers spend a great deal of time analyzing... Read More

Writing Business Newsletters: Avoid the ?Me, Me, Me? Mistake

Effective customer newsletters find the right mix of promotional and... Read More

10 Powerful Marketing Tips

1. Print your best small ad on a postcard and... Read More

Promote your Business and Products through Submitting Articles to Top Web Sites

Articles submitted to online publishers bring your site new visitors... Read More

Top Ten Blunders Exhibitors Make in Expos/Tradeshows

Triple your response from expos by avoiding the top ten... Read More

The Secrets of?

A lot of advertising and mailings promise to reveal the... Read More

How To Bond With Customers So That They Stay With You Longer

How many of your customers are loyal customers? More importantly... Read More

The Advantage and Consequences of New Economy Marketing

Some of the research that has been done today gives... Read More

Top 10 Tips To Market & Build Your Professional Practice

In building and running a professional practice (or any small... Read More

Your Elevator Speech ? Have You Updated Yours Recently?

Do you have an elevator speech? Does it get people's... Read More

Putting Your Website to Work

Websites have replaced the brochure as the "must have" marketing... Read More

Whats In a Business Card?

Over the years as I have attended trade shows, networking... Read More

Wife?s Marketing Prowess Helped Edison See the Light

It is well known that Thomas Edison was an inventor,... Read More

The Process of Change in Marketing Approaches

In a world economy that is in constant flux and... Read More