A Common - Yet Easily Avoidable - Marketing Mistake

December is a month in which many organizations make plans for the coming year. Now is a great time for you to look at your marketing systems for attracting and retaining customers.

Although front end systems such as advertising, public relations, press releases, direct mail, sales letters and promotional items are important, equally as important as what you and your staff do after you gain new customers. It never ceases to amaze me how companies will invest money in campaigns to gain new customers yet have no system to build and maintain those relationships they were so eager to attract in the first place. Having a system in place to keep your name in front of existing and potential clients is a very important part of a great marketing campaign. Additionally, having programs in place that make it easy for people to do business with you is essential to the health of your bottom line.

Any company that depends on repeat business absolutely must have a good customer retention system in place in order to thrive in today's competitive environment. Time and again I have seen this as the primary area of businesses where companies don't succeed at the level they are capable of - especially in small businesses. The thinking with many people is, "If they want my services, they know where to find me." While a potential customer is looking for you, your competition's marketing systems may find them first!

As an example, a pet store offering grooming services could increase revenues by having a reminder system in place to notify the customer when their dog is due for grooming or to let them know when a new product arrives. They may also consider using a punch card that gives the customer a free grooming service after a predetermined amount of visits have been made. Many pet owners view their animals as family members and will be more likely to do business with you when they believe you care about their pets just as much as they do.

What would your profit margin be if you were able to turn the occasional customer into a frequent customer? Customers who regularly visit your business would also be more likely to refer you to their friends and associates. Remember that frequency is determined by your particular industry or service. A grocery store may consider twice-weekly visits a good frequency, whereas a dry cleaner may only be monthly.

Changing customers from being a one or two item purchaser to purchasing several products can increase your bottom line tremendously. With a bit of vision and creativity, one basic service can open several opportunities. Most businesses can take their basic product or service and expand into other offerings. What are your current offerings? Are there other products and services you could develop that are consistent with your market and your company vision?

This is where you can create an incredible backend list of possibilities. Once you think about other offerings, what are some new avenues you could open? Is it possible to partner with other companies where you could offer each other's products and services?

Here are some possibilities:

 Car dealerships offering a year's worth of car washes or oil changes at a discount

 Hair salons who sell facials or nail services

 Pet shops selling grooming services

 Restaurants who provide recipe books

 Chiropractors and Massage Therapists who promote their services

As you plan for the coming year, include methods for keeping in touch, developing a list of companies you can partner with and increasing strategies for gaining and maintaining top-of-the-mind awareness for your customers.

Marketing is about timing. Just because you contact a client today does not mean they are in the market to buy today. However, if you keep in regular contact with them, when they are ready to purchase, there is a good chance you will be the one they call.

Today's customers are busy. New choices are thrown at them every day. Keep your name on the top of their list by consistently reminding them of their great experiences with your company. Great marketing systems will help you gain and retain customers.

Email: Kathleen@turningpointpresents.com
Copyright © 2004 by Kathleen Gage
Web address: www.kathleengage.com

Publishing Guidelines: You may publish my article in your newsletter, on your website or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

Do you want to gain massive visibility within your market? Kathleen Gage can help you do just that. As a published author, keynote speaker and top rated business advisor, Kathleen Gage teaches strategies that give high impact and high return. Sign up for Gage's FR*EE Report "Learn How a Salt Lake City base consultant made over $100,000 from one idea" at http://www.kathleengage.com

---

Marry Your Marketing Plan

Make a vow to keep up your marketing schedule in... Read More

4 Alternative Ways To Gain Lifetime Customers

You will always have more people that turn down your... Read More

A Great Marketing Model ? Utilizing the Power of OPM

Staying ahead of the marketing curve seems to be a... Read More

Time for A Marketing Tune-up

If you have been in business any length of time,... Read More

The Dare-To-Be-Different In Marketing Checklist

There is a big payoff in being different. When you... Read More

Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for... Read More

Is Most Marketing by Small Businesses KILLING THEM?

I just collected my mail. As usual, more than 80%... Read More

Increase Your Sales By Following-Up

The difference between a successful business and one that just... Read More

Writing A Marketing Strategy

It is my belief that if anyone is to suceed... Read More

Have You Tried Cause Marketing?

To help promote your small business or professional practice, consider... Read More

Niches - The Path to More Profits

Hey, as business owners we CAN'T be all things for... Read More

Explode Your Sales With Free & Exclusive Content

Offering free and exclusive content to ezine publishers and webmasters... Read More

Lessons From a Six Year Old

My 6 year old daughter Emily knows exactly what she... Read More

These Four Things Will Make Your Direct Marketing Successful

Direct marketing is built on four things. The other way... Read More

Quiz: Where is Your Marketing Message?

Wondering if your marketing message is dancing in the spotlight... Read More

Money-Makers Secrets to Renting Profitable Mailing Lists

As an entrepreneur involved in selling and/or promotion... Read More

How To Get Celebrities To Endorse YOUR Product

How would you like celebrities to endorse your product?Perhaps that... Read More

Chamber Of Commerce Meetings

If you run a small business you should be a... Read More

Marketing Effectively to More Than One Audience

What's a small business owner to do if they have... Read More

Five Marketing Tips to Double Profits

It's a startling fact: almost all entrepreneurs aren't marketing their... Read More

10 steps to promote your business

1) Word of mouth is the most cost-effective, powerful form... Read More

Image is Key to Your Marketing Success

In virtually any business first impressions are lasting impressions. Most... Read More

So You Want To Cut The Crap And Get Into The Money?

So, you´ve been around for a while, and maybe even... Read More

Roping In Loyal Customers While Making An Extra Profit!

You've probably bought a book or two at one of... Read More

Natural Marketing for Full Business Success

Is your mind muddy on marketing? Do you wake up... Read More

4 Steps to Successful Offline Event Booths

A great way to gain more local sales is to... Read More

How To Recover Your Almost Customers

You'll always need to find new prospects for your business.... Read More

How to Pick a Winning Business Name

What's in a name?Think of your business name as an... Read More

Marketing Secrets #101- Your Most Important Sale

Which sale is the most important one you will ever... Read More

Client or Customer? There Really Is A Difference

Some people use the words "client" and "customer" interchangeably or... Read More

50 Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Getting More From Your Customer

We are all customers of one product or another. How... Read More

Creating a Marketing Timeline That Works: 17 Simple Ideas for Marketing Your Small Business

"Goals are dreams with deadlines." -Diana Scharf HuntWhen clients come... Read More