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Stay Top of Mind: Frequency Marketing Campaigns

02.23.2009 · Posted in Home and Garden Articles

A frequency marketing campaign is a practical way to stay top of mind with preferred clients. Think of a frequency program as a system you use to develop and maintain relationships with your A-list customers through a series of regularly scheduled communications.nnThe best programs are ongoing and the communications arrive at regular intervals. They are designed to help increase the value of your company in the mind of your clients, over a period of time, as you carefully build and develop quality relationships.nnFull-scale email or direct mail programs are terrific, but handwritten notes or even greeting cards can supplement more formal marketing programs. They can serve suffice as a simple, even spontaneous way to keep your name in front of the A-list prospects. Many savvy sales professionals even prefer them to less personal approaches,nnUnlike broad reach campaigns, content for a handwritten note should be more personal than a conventional direct mail piece. Just consider all of the possible reasons you might reach out to a customer or prospect.nnMost people know the importance of thank-you notes for gifts. But we can express appreciation for intangibles:nn* Joining me for a round of golfnn* Recommending me for a city board seat nn* Emceeing the basketball awards dinner nn* Inviting me to speak to the Rotary nnLook beyond the obvious (babies, promotions, weddings). Celebrate and congratulate:nn* Finishing your first half-marathonnn* Opening your new branch officenn* Giving a killer speech at the trade association dinnernnSurveys show that people DO like to be remembered on their birthdays! Even cards from companies and business acquaintances are welcomed – not just from th einsurance agent, either!nnMay I be subtle? Customers – at least those who you want to cultivate relationships with – are sophisticated. Any attempt at disguising a sales pitch as a love note will be recognized, with negative results.

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