Nuts & Bolts Marketing: Stay in front of your customers – even if you’re traveling less.
It’s a weird time out there. The uncertain economy may mean travel budgets are reduced from what they once were.
It is more important than ever to stay in front of customers, but how can you do that in the current environment? The answer is a well-rounded marketing mix with some tactics specifically focused on engaging your customers and making them feel special, even if it is from a safe distance.
Direct Mail
Consider dusting off the customer MAILING list again. Yes, I said mailing list. While email is critical to the mix, the downside is EVERYONE is doing it. This creates email fatigue. Consider designing some killer printed pieces along with a dimensional promo item or gift to mail to your customers. The bonus to this approach is that it gives your sales teams a reason to reach out to customers to see if they are working from home and possible update lists with home contact information. Odds are they will provide it once they know you want to send them something.
Sustained Email Campaign
A solid email campaign is part of any good marketing mix. Push tactics that get your brand and message out to your customers are always a good idea. So get those email lists out and get into those inboxes – regularly!
Webinars & Podcasts
Take part in webinars and podcasts. Either develop your own or take part in industry publication sponsored events. Many publications have increased their digital products and have a much larger reach and participation rates. Great way to stay in front of your customers and more importantly, prospective customers.
Public Relations
Reach inside your organization and find some key announcements, updates or other newsworthy topics. Draft, distribute and follow up on press releases. This keeps your brand in the press and in front of targeted markets.
