As I have mentioned many times, the key to success in marketing is to choose a niche market and then dominate it by using repetitive marketing. What I mean by repetitive marketing is marketing to both your customers and the prospects in your niche market over and over...forever. This keeps your company fresh in the minds of your customers and prospects.
Here is the marketing campaign a very successful retail clothing store uses over a 1-year time period to absolutely dominate their market:
18 mailings (direct mail - sales letters/promos)
4 personal calls from their sales associate
4 Telephone Voice Broadcasts
52 weekly emails
That is a total of 78 contacts (also known as "touches") per year to each prospect and customer. And, each prospect and customer is being contacted using 3 different marketing channels - direct mail, the telephone, and email. Very, very smart!
If you want to dominate your marketplace, the way to do it is with repetitive marketing. If you are only contacting your customers and prospects a few times per year, you are going to get killed by your competitors. Make it a rule that you should contact every customer and prospect in your database a minimum of once per month and contact them using different channels such as direct mail, phone calls, email, faxes, thank you notes, etc. If you do this, you will quickly dominate your marketplace and have very loyal customers.
To Your Success!
Peter Geisheker
The Geisheker Group
Ad Agency(920) 471-1638
Labels: niche marketing
