|
Impressing a Stranger Key Account Prospecting: Financial planning firm’s database maintains 25 ideal 401(k) clients “if only they knew about us.” Data includes a target individual secured by phone call. Monthly postcard touches from the CPM Marketing System. First Impression Management: Banker uses networking heavily. Tools at meetings are a choice of three: plain business card; business card plus; and a full-color tri-fold brochure. Referral Follow-Up: Professional disk jockey specializes in weddings. Has partnered with wedding photographers to share leads. Follows-up with a new lead via a Messages postcard. New Member Touches: Consultant monitors new members joining local Chamber of Commerce and two networking groups. Uses Messages to “welcome” these new members while presenting her capability to a new possibility.
|
|
CaseStudy |
|
Targeted Newsletter: Accountant develops “ideal client list,” and mails quarterly newsletter with tips that might easily be overlooked in tax and legal codes. Vehicle alternatives between a Messages card and printing in-house using a pre-printed shell.
|
|
Strangers: Do not yet know you or know about your product service; 99.9% of the population, of course, but the concept of micro-marketing includes careful analysis of which strangers are most likely to be our kind of people.
|