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| | The Un-Marketing Network is not currently active and cannot accept new posts | | Lowering Customer acquisition costs | Views: 941 | | Feb 25, 2006 9:44 am | | Lowering Customer acquisition costs | # | 
Brad Kent | | Having owned a direct mail company for the last 10 years, I have spent my time developing automated strategies for small business owners and getting away from commodity printing.
We developed a new product for businesses, but are looking for an online way to spread the word. Google has been Ok, but need more exposure. Unfortunately, Ebay is not really a forum to sell direct mail services. I have had success with Adbrite (advertising on sites that are more industry related).
Does anyone have any web-based ideas? The product is jobsite radius marketing and allows a user to send 50 mailers to the closest neighbors of theirmost recent jobsite announcing that they helped a neighbor. It's one of those things that that kind of requires a 30 second conversation to sell.
My best sales come from seminars that I hold nationally for the mortgage industry. However, looking for other channels of online markeitng to get to industries likecontractors, pest control, etc.
Any advise greatly appreciated. Private Reply to Brad Kent | | Feb 25, 2006 7:37 pm | | re: Lowering Customer acquisition costs | # | 
David Black | | Do a press release announcing your new service.
Post articles with your signature
Post to forums with your signature
DavidPrivate Reply to David Black | | Feb 25, 2006 7:44 pm | | re: Lowering Customer acquisition costs | # | 
Judith Downing | | Brad,
As a Realtor, I can see an immediate niche market for your product and would like to hear more about it. My reason for saying this, besides self-interest, is that you may do better by focusing on one or more specific markets. Figure out exactly what people in that market want and state it in their terms. For example, in Real Estate, we would want to get Just Listed and Just Sold data to households located around where we just had some activity. Other businesses that deal primarily with households might want to do that as well. Rather than doing a blanket marketing on the web, my suggestion would be to figure out what keywords will attract your desired market, then get someone to pull the web search strategy together for you. Another good strategy is to find websites and oranizations your target audience goes to, sell them on your service and let them do the marketing work for you. Private Reply to Judith Downing | | Feb 25, 2006 8:11 pm | | re: Lowering Customer acquisition costs | # | 
Andrew Barnes | | Brad,
Are the recipients of the mailers screened and targeted in any way beyond their locality?
Private Reply to Andrew Barnes | | Feb 26, 2006 2:29 am | | re: re: Lowering Customer acquisition costs | # |
Brad Kent | | Judith -
Thanks for your response. We actually have many Realtors coming aboard by accident. We make them a card with their photo, etc and then they can send it to 50 of the closest neighbors to a listing or sold home for $39.50 including printing, postage and the list.
It's full color both sides and includes first class postage. You go online, enter a username and password and within 15 seconds your mail campaign is done.
What would you recommend as a forum to get this out to more Realtors?? You can check it out at www.smartleadsusa.com
I offer it at a higher price on the web, but then do specials at the $39.50 rate for a full year.
Thanks again,
Brad KentPrivate Reply to Brad Kent | | Feb 26, 2006 2:32 am | | re: re: Lowering Customer acquisition costs | # |
Brad Kent | | Yes -
They are screened for being a homeowner. This is a big deal to contractor's, Realtor's and mortgage companies. It goes out to the 50 closest homeowners.
The reason? They often know who had the service done and it builds instant trust.
Ever notice how one home in your neighborhood get's painted. Then within a month, three more use the same painter to get their home painted? Is it because they were the cheapest? Probably not. Were they the best? Probably not. But they were noticed and trusted because the neighbor used them. That is the premise behind this product.
Thanks,
Brad Private Reply to Brad Kent | | Feb 26, 2006 5:44 pm | | re: re: re: Lowering Customer acquisition costs | # |
Dave Ashton | | Hi
Have a look at the free online PR and article sites. There is a list and tips on both on our website
http://www.bizal.com/free_press_distribution.htm
http://www.bizal.com/article_submission_sites.htm
This will generate links, get free pr etc and is v simple to do.
Good Luck
Dave
Private Reply to Dave Ashton | | Feb 26, 2006 10:08 pm | | re: re: re: re: Lowering Customer acquisition costs | # |
Brad Kent | | Thanks Dave. I just did that ! Private Reply to Brad Kent | | Feb 27, 2006 4:53 pm | | re: Lowering Customer acquisition costs | # | 
Biana Babinsky | | Brad,
First and foremost, I would recommend picking a target market for your promotion. You need to know WHO you want to see your message, before doing any marketing.
Once you know who you are marketing to (one or more niche markets), run different online marketing campaigns to reach these markets. You may want to look into article marketing, business blogging, search engine optimization, newsletter publishing, etc to see which techniques would work best for your business.
I also think that you should be able to get a lot of repeat business. Since it costs less to sell to existing customers, then to acquire new customers, look into implementing strategies of keeping in touch and marketing to your existing customer base.
Biana Babinsky
Learn How To Get More Online Sales
Get my Top 5 Ways to Increase your Online Sales special report absolutely free Private Reply to Biana Babinsky | | Mar 06, 2006 4:59 am | | re: re: Lowering Customer acquisition costs | # | 
Jessica Sellers | | Hi,
Depending on how many clients you have, you might want to look into software that helps you better manage the customers you have.
We are in the process of aquiring some sequel-based CRM software to better keep track of our clients.
The thing that I am most excited about is that the software enables me to better target my existing customers. For example, I could pull up a list of all the people who have bought products x and y but not z and send them a personalized letter or email thanking them for their purchases and including a coupon for product z. I could probably even track their birthday or something and send them a thank-you card every year.
I mean, I can do that in Quickbooks, but I have to remember which lists to create and then cross-reference them manually--Eeek!
Depending on the software, I am sure that whatever feature you want, you can get. The sky is the limit!
I wouldn't recommend CRM software if you are just starting out and don't have too many people to worry about, because it can be expensive. But in the long run, the more customers I have, the more valuable this becomes.
As we know, not all customers are the same and it pays to recognize their unique attributes and needs.
What do you guys think?
Just a thought...
Jessica SellersPrivate Reply to Jessica Sellers | | Mar 06, 2006 8:21 am | | re: re: re: Lowering Customer acquisition costs | # |
Dave Ashton | | Hi Jessica
You raise a good point. Originally this software was called TCM meaning Time Contact Management and can be traced back to over 15 years ago with great dos based programs called performer.
These progressed into windows based systems and during the mid 90's 3 major players emerged , Act, Goldmine and Sage's Telemagic.
Now a lot of these programs are called CRM ( the big buzz word in sales) and many are internet based i.e. salesforce.com.
What is important to remember is that 90+ % is the same in each package and hence it is how you use it that will make the difference to your company i.e.
Every action must have a follow up action even if it is call back in 9 years
Naming Conventions to drop duplicate records
Profile design and drop down menus
Etc etc.
CRM/ TCM is the lifeblood of all sales operations.
The End
Private Reply to Dave Ashton | | Mar 06, 2006 11:37 am | | re: Lowering Customer acquisition costs | # |
Andrew Barnes | | Jessica
I totally agree with you that your CRM/PIM solution should grow and change right along with the size of your database/business set-up.
By being sure to use software/services that allow import/export in common formats - .csv, tab delimites, etc, moving on to a more robust syatem when growth demands is a snip.
If you are just putting the pieces in place for your business, I would say that having a CRM/PIM system you are comfortable with is an essential first step. When choosing, spend some time thinking about what you would like it to do not just now, but in the 6-12 months time as well. Will it cope.
A good PIM (Personal Information Manager) is a good starting place as you can get familiar with handling contact details, tasks, schedules etc, without spending on something, later to find it doesn't suit.
As a good starting point, the freeware www.EssentialPIM.com is excellent.
AndyE
New 'no-ads' directory of useful links.
http://free4u-network.ryze.com/Private Reply to Andrew Barnes | | Mar 06, 2006 4:36 pm | | re: re: Lowering Customer acquisition costs | # |
Jessica Sellers | | Thanks, Andy and Dave,
I am pretty sure the software can import all our file types. Will have to double check. It has a prompt that comes up if we try to add a person to the system who is already there. It also keeps track of all the marketing techniques we have used for each campaign. And for our sales team, it gives them a list of who to contact each day and what previous notes were made for each person.
All in all a great tool. Very excited to learn how to use it! Private Reply to Jessica Sellers | | |
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