Although this will vary by industry – the overwhelming thought this year is to spend the bulk of your budget on the clients you already have. We know it costs more to get new clients than keep existing ones… some of that is due to the shear cost of searching out and courting these prospects.
Direct mail is helpful and a staple for many industries. However, the decision to limit funds spent in this way and instead focus your marketing dollars on those that have contributed to the success you’ve reached thus far makes a lot of sense.
Marketing to this audience costs less and is more productive.
* You already have their contact information
* They already have experience with your company
Phone calls, notes and greeting cards to current customers show them you think of them. Such actions will also ensure your customers think of you. “Out of Site – Out of Mind” is true. Even those customers who had been happy with your service may not think to call you when they need you again – especially if it has been several months or more since they last did business with you… or last heard from you.
Happy customers make a great sales force for your company. Ignoring their power has the same impact, but for your competitor.
Annie Rumary