FOR IMMEDIATE RELEASE
The explosion of options in media outlets along with the very tempting
lure of lower-cost online alternatives to traditional media have created confusion
in contractor minds about the best way to reach prospects and customers.
Given significant shifts that have taken place in the marketing world,
however, the question is not whether you should choose one over the other
(digital vs. traditional), but how well they can work together. This balanced
approach you’d take with acquisition marketing also holds true for customer
retention marketing.
Newsletters mailed to the home are
the premier vehicle for customer contact when filled with interesting home-care
tidbits, according to contractor marketer Adams Hudson. There are a number of
reasons this is so. As a physical product, print newsletters stay in the home
for days at a time, and articles are often highlighted and shared with friends.
In addition, homeowners hold onto the valuable discount coupons that are
typically included.
“Most importantly, helpful
newsletter articles are not seen as advertising, but as being ‘helpful,’”
Hudson said, “and that forges a far better image and strengthens the
relationship with the customer. Better relationships equal better retention.”
“I get that, but why can’t these
newsletters be put online?” a contractor might ask. And therein lies the call
for a balance that can easily double your retention marketing – when your print
newsletters are integrated with an online newsletter portal.
For contractors, your current customers are your primary source of
future business, upsells and referrals. After all, in this economy, retention
is the new acquisition. But it won’t happen by accident or through neglect.
If you want the relationships, resales,
referrals and recurring revenue that come from retention marketing, visit www.customerretentionprogram.com or call 1-800-489-9099 for a free sample newsletter
packet.
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