We have all felt the pains of the current U.S. economic state, and for most of us budgetary cutbacks have become not just a way of life, but a necessity to maintain our footprint in the marketplace. Below are several proven tactics to help you maintain your branding and sales efforts.
Frequency Testing: Odds are you already have a list of prospects or even leads.
Instead of exhausting your current list of prospects and or customers with redundant messaging, send them something new. Your offers might not necessarily change, but try using different ways to display them. If you are emailing, segment your list and test variations of subject lines and image placement. Another great test is your call to action.
Permission / Subscription:
One of the pitfalls of marketers in any economy is not using their prospect universe to its full potential. Many times we will acquire a list, and hit them with the same message several times, but not create a conversation. Now your goal shouldn't be the sale, but the initial prospect-to-lead conversion. So often we focus on the sale, we tend to forget about the trust-building, brand-building conversations.
Establish Your Goals for the Long Term:
Understand that now is the time to really generate brand awareness. The country will not always be in a recession; in fact, we are beginning to pull out of it. This is the best time to get your brand in front of new prospects while reassuring your customers that you are still around.
Track and Trend:
Use your current prospects and customer base to really nail down your message. Track everything, and when they finally are ready to become new or returning customers, you'll know exactly what to say to make that conversion.
Manage Waste:
Spend wisely. You could send out the exact same promotion to your entire prospect universe, or you can really invest in getting to know your audience. This is not the time to print last year’s direct mail pieces. Now is the time to get to know what your next big push should be, and how to communicate this effectively.
For more information about Response Element click here, or call 866.836.8099.