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Acquaintance Follow-Up First Impression Management (cont.): After exchanging business cards at a networking event, our banker loads information into DataManager and launches a Messages postcard follow-up. Depending on perceived potential of the contact, the follow-up is either a single card or a multi-piece campaign, supplemented by email. Dialing in on Perceived Interest: Remodeler uses trade shows as a primary marketing vehicle. Divides contacts into two categories: real prospects and acquaintances, defined as a visitor that seemed legitimately interested in an eventual project, but not an active prospect. Documentation included the kind of project discussed (porch, basement, etc.), and follow-up communication via messages included a strong graphic showing that kind of project. Stated goal is to find a way to rise about a host of competitors visited at the same show. - Case 2: Same concept used by a travel agent that uses bridal shows as an avenue to honeymooner trips; follow-up communication includes graphics depicting kinds of trips: tropical resort, cruise, geographic destination, etc.
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Acquaintance: Those brought into our sphere by referral, personal contact, or a response to marketing that is clearly casual. Acquaintances are certainly higher potential than Strangers, but the marketing challenges are (1) maintain share of mind and (2) rise above competitors that have likely achieved Acquaintance level.
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