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Yes, We Can. On President Obama and Marketing.
1/22/2009
Yes, We Can. On President Obama and Marketing.
by Dale Filhaber
I felt a new optimism yesterday while watching President Obama's inauguration speech.
The mantra of “Yes, We Can” continues to resonate with me and I truly believe that yes, we can improve our businesses, yes, we can increase our market share and yes, we can increase our profits.
Small and medium-sized businesses that can identify their top customer profile are well positioned to succeed in this economy. Businesses need to remember the 80/20 rule and examine which customers make up 80% of the company's revenue – that becomes the market to target.
And, yes, we can reach that market.
There is no question that the best way to reach this fine-tuned audience is by a well thought out direct marketing plan that integrates mail, phone, and electronic marketing to bring the message home.
Mailing list technology continues to improve, allowing businesses to really hone in on their targets. List minimums have gotten lower, which allow small businesses to buy only what they need. Remember, multiple contacts increase response - ask about the cost to rent a list for multi-use, it's a great savings! Ask to have scrubbed telephone #s included on the list where they are available. A friendly follow up call to a mailer can increase response…and the cost to do that is minimal.
Review mail pieces to see if there are dollar savings by changing paper stock or size. Smart marketers enlist their printers and mail houses to help them reduce costs. Sometimes a printer has material in their warehouse that they can make available for small jobs at a deeply discounted price.
Consider your offer. This is the time to make a great offer. A great offer will get response. People want to feel that they are getting a deal. Give them a deal…or you will have no deal at all.
Convey the right message. Even thought different types of businesses message differently, let's take a page from President Obama's playbook. Today's message is hope; today's message is improving our lives and our children's lives; today's message is that we are all in this together; today's message is Yes, We Can.
Can businesses survive in this economy?
With smart marketing, the answer is Yes, We Can!
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About Dale Filhaber: Dale is a Past President for the FMDA, an FDMA Hall of Fame Member and principal at Dataman Group. To reach Dale Filhaber at Dataman Group visit www.DatamanGroup.com
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