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

---

Utilizing Your Best Hidden Asset To Increase Sales

You probably already have in your possession one of the... Read More

Whats Your Marketing Weak Link?

Your marketing weak link could be undermining the rest of... Read More

Receiving a Brochure Printing Quote

Brochures are a great way to get your message across.... Read More

Help! What Happened?

Let's be honest, when you're writing sales material for a... Read More

Six Essential Principles for Marketing to Women Business Owners

Marketing to women entrepreneurs is not difficult. You just have... Read More

The Marketing Recipe: Money, Marketing and Me ? 3 Keys For Success

You have a great product or service? Now, how should... Read More

Up Your Income Next Week: 13 Ways to Have a Sale

Nothing gets people buying products or programs like a special... Read More

Marketing is More Important Than Expertise

Being a master of your craft, skill, or talent doesn't... 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

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your... Read More

A Pass / Fail Test for Any New Market

If you are considering entering a new target market, with... Read More

The M-Word

It was a real eye-opener to hear the perceptions people... Read More

Marketing Through Associations

©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More

How to Avoid Giving Away Free Consulting

After spending 30 minutes in a coffee shop with a... Read More

Free or Not Free ? That is the Question

You may be in business for yourself or as a... Read More

Loan Officer Marketing ? How Branding Shapes Your Prospects Perceptions

Social scientists have proven that people experience what they come... Read More

Seven Common Marketing Problems Solved by Marketing Operations

Corporate marketing groups - especially bandwidth-challenged small-to-mid-sized departments - can... Read More

Build Relationships

Personal marketing makes it easier to sell, by building relationships... Read More

Is Your Marketing Working...

That is the question, you should be asking yourself. Many... Read More

Target Your Market

Your market is not everybody, as so many small businesses... Read More

Your Ideal Client

A lot of small businesses make the mistake of thinking... Read More

The Forgotten Market

There are a great many online business people who are... Read More

Mailing Lists ? Keeping it Simple

The right direct mailing list targets people who want your... Read More

How to Save Time and Achieve More by Creating High-Leverage Marketing Assets

The single biggest, non-renewable asset you have is your time.... Read More

Quiz: Where is Your Marketing Message?

Wondering if your marketing message is dancing in the spotlight... Read More

What Does Your Logo Color Say About Your Business?

And not only your logo, but also your website, your... Read More

Building Credibility for Your Business

Small companies that rely on business-to-business sales often find it... Read More

Attracting Clients With Ease

Whether you are already running your own business, or still... Read More

What Is Multi-Level And How Should It Be Worked

Multi-level marketing is really a partnership. You go into... Read More

Marketing On The Cheap: Join The What?

Your local Chamber of Commerce.Now before you stop reading, I... Read More

Spice It Up! Rib Festival Teaches Us About Product Value

The Rib America Festival is a fun filled family event... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More