The Keys to Multi-Channel Success
The Keys to Multi-Channel Success
First, expand your customer touchpoints: Ensure that your customers have multiple ways to respond. This way, they can choose whichever channel that they are most comfortable with -- and chances are, they will respond more positively and more often. For example, if you normally focus on telemarketing, consider testing direct mail or email marketing. A test doesn't have to break the bank and can provide you with a whole different group of responders that you weren't reaching through telemarketing.
Second, examine your customer communication preferences: It isn't enough to just expand the way that you are reaching out to your customers. For a successful multi-channel marketing approach, you also need to examine how your customers want you to communicate with them. Even if a certain customer visits a retail location, it may only be to "test drive" the product. Many try products out in a store, only to go home to their computers to order it. You won't know this until you take the time to examine how your customers prefer to interact with you.
Once you've implemented the two points above, you will definitely be well on your way to improved response rates. Not only have you identified more ways to communicate with your customer base, you are communicating with them in the way that they prefer -- hence, a more positive customer experience and better profitability to your bottom line.
For more information on John's presentation, simply go to the AMA website at www.marketingpower.com.
The Keys to MultiChannel Success - To learn more about this author, visit Nancy Arter's Website.
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On a recent American Marketing Association webcast, John Campbell, VP of Sales from Accudata Integrated Marketing, discussed the importance of integrating Multi-Channel Marketing into your overall marketing strategy. It reminded me to remind you that it really isn't all that difficult to get started -- and it can really improve your campaign results when you do it correctly. Here are a couple of things to consider as you look at multi-channel marketing for your business.
First, expand your customer touchpoints: Ensure that your customers have multiple ways to respond. This way, they can choose whichever channel that they are most comfortable with -- and chances are, they will respond more positively and more often. For example, if you normally focus on telemarketing, consider testing direct mail or email marketing. A test doesn't have to break the bank and can provide you with a whole different group of responders that you weren't reaching through telemarketing.
Second, examine your customer communication preferences: It isn't enough to just expand the way that you are reaching out to your customers. For a successful multi-channel marketing approach, you also need to examine how your customers want you to communicate with them. Even if a certain customer visits a retail location, it may only be to "test drive" the product. Many try products out in a store, only to go home to their computers to order it. You won't know this until you take the time to examine how your customers prefer to interact with you.
Once you've implemented the two points above, you will definitely be well on your way to improved response rates. Not only have you identified more ways to communicate with your customer base, you are communicating with them in the way that they prefer -- hence, a more positive customer experience and better profitability to your bottom line.
For more information on John's presentation, simply go to the AMA website at www.marketingpower.com.
The Keys to MultiChannel Success - To learn more about this author, visit Nancy Arter's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. - Visit Dianne Crampton's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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