Let’s face it. Most marketing doesn’t work. Why not? Well, the very term " marketing plan " has become somewhat of an oxymoron. The fact is most companies don’t have a defined plan for getting and retaining customers.
The thought process for a typical company when putting together a marketing plan goes something like this…
CEO: " We need more customers. "
Marketing Manager: " Ok, let’s try a direct mail piece. "
Four weeks later…
CEO: " How did the mailer go? "
Marketing Manager: " Ummmm, not too good. "
CEO: " What happened? "
Marketing Manager: " Direct mail doesn’t work. Maybe we should try telemarketing instead... "
And so the sad tale continues. That is NOT marketing as we practice it here at Intelesure.
A simple, but extremely powerful approach:
The Customer Development Process
At Intelesure we understand that getting and retaining customers is a process… not a one time shot, one-channel-at-a-time function that consistently fails to deliver results. Instead, we help our clients develop a comprehensive plan that uses a variety of marketing channels to move who we call a " Suspect " all the way down a logical buying chain (the Customer Development Process) until he becomes a " Rainmaker. "
The Customer Development Process looks like this:
| Suspects | This is a list of (or place where you can find) potential customers that fit your " Ideal Client Segment Profile. " However, these individuals have never bought from you nor had contact with your company before. |
| Prospects | This group of people has received some sort of contact from your company through a mailer, phone call, website, ad, etc. They have then acted on this contact and requested additional info, a price quote, etc. |
| Customers | This group has made a purchase from you once before. |
| Clients | This group has made several purchases from you before. |
| Rainmakers | These are clients that actively promote your business through word-of-mouth, referrals, affiliations, etc. |
Our job is to put together a series of marketing messages that will help Suspects become Prospects, Prospects become Customers, etc. This usually involves using a variety of marketing channels (direct mail, telemarketing, SEO, ad placement, email marketing, etc.) that helps you realize your marketing goals.
The 3 D's
So how do we do that? By implementing the 3 D's:
Define your Market: Here you will tightly define who you are marketing by profiling their Demographics, Pyschographics, and Geographics that will segment them into relevant groups.
Develop your Messages: Whether it’s a direct mail piece, a newspaper ad, or
a telemarketing script, this is where you put together the messages that will
have the greatest impact on your target market.
Deploy your Marketing Channels: These are the most appropriate channels that
you will use to deliver your Messages to your Markets.
By taking this comprehensive approach you can determine quickly and accurately whether your marketing is producing a positive return on your marketing investment. The idea is to expand on what is working and get rid of what isn’t.
Using this basic formula, we can help you put together a dynamic marketing plan that will maximize your marketing dollars and catapult your business to the next level!
Get Started Today!
If you’re serious about developing a marketing plan that WORKS then you need to call us today. An Account Executive will help you go through the Customer Development Process, develop out your marketing plan, and assign your project to a dedicated Project Manager for implementation.
You will receive daily communication and detailed reports from your Project Manager on how your marketing campaign is performing. Constantly analyzing, measuring, and testing your project will ensure your Return-On-Investment is maximized. What works is kept and/or expanded upon and what doesn’t is dumped.
Just imagine… you’ll never again have to worry about where your next customer is coming from! Your customized marketing plan will bring you consistent, reliable results that you can take to the bank.
For more information about how this process can transform your marketing and your company, speak directly to an Account Executive by calling 1-866-808-7366.
You can also read in depth articles on the various services we offer by clicking here.
