The Annuitas Group Blog

In Defense of the One-Timer

I was on the phone the other day with a business colleague, and we began discussing what we're seeing in the market place. Specifically, we were discussing our interaction with companies, and how they approach the development and implementation of their marketing programs.  My colleague mentioned that most of the companies with which he comes in to contact perform "One and Done" marketing. In other words, they develop a campaign, launch it, and then almost immediately look to start the next one.  Most fail to create integrated campaigns that allow for lead nurturing and follow-up.

While I could not disagree with him, it did get me thinking about companies who operate in this fashion.  And as I thought about it, I found myself preparing a defense for those marketing executives who are under fire for operating in "One and Done" mode.   The reality is that these companies have no other way to approach marketing.  Given what they have, the majority are doing the best they can.

The more I contemplated this, the more I realized that many companies are forced into "One and Done" mode because they don't have any internal process, mechanisms or technology that allow them to do anything else.  How can a company develop nurture streams, follow-up mechanisms, and user led communications if they don't have the process in place to account for it? Well, they can't!

And that's why so many companies approach marketing the way they do. They're forced to. But there is good news.  "One and Done" can change by assessing the current process (or lack thereof); developing a process plan that includes prospect driven communication, lead nurturing, lead routing, and measurements; and implementing the process by integrating marketing and sales roles, and applying the appropriate automation tools.

Don't get caught in the "One and Done" trap. Sure, you may be in a situation where it's all you can do given the state of your company's marketing operations. But there are steps that can be taken immediately that will allow you to move out of "One and Done" mode, and into an environment where campaigns flow, leads are nurtured and ROI increases.

Long Term Customer Relationships

The other day, someone asked the question, "How do you keep long term relationship with your customers?"  I responded by saying that I once heard a joke where after 50 years of marriage, a wife said to her husband, "We've been married 50 years, and I can't remember the last time you told me you love me". The husband replied, "I told you 'I love you' the day we got married. If anything changes, I'll let you know."

Unfortunately, that's how many companies deal with their customers. "Thanks for buying, see you later". The key to customer retention is communication. To communicate effectively, companies should develop a strategy. Yes, it sounds obvious, but you'd be surprised how often this eludes many companies. 

So, what does this strategy entail?  First, decide which customers with whom you want to develop relationships (let's face it, not all customers are worth keeping). Then, segment the customer list: Top customers; Good Customers; Other customers. From there, develop your communications schedule for each segment. The "Top" list should receive more personalized, high touch communications. The lower levels can receive more "mass" communication. Vary communications messages. Balance "sales" messages with useful content. Also, integrate multiple methodologies: email, phone, sales call,etc. Finally, once the plan is developed, determine what resources (technology, call centers, etc.) will help to enhance the process. Doing this effectively will allow you to develop those long term relationships, and keep your company "top-of-mind" with your customer. 

Hello...Have We Met?

There is a person that I know here in Dallas and we have been introduced to each other at least 5 times in the past 18 months.  I have even had dinner with this individual as part of a group of 8-10 people.  Each time I see this person, he extends his hand, introduces himself and says, "I don't believe we have ever met".  While I find this humorous and will begin soon to give other names to him each new time we "meet", it is exactly what we do in  the world of marketing. 

Companies launch a campaign, gather up a ton of responses and take the A & B leads and leave the rest to die only to have them put back into the database for the next new campaign that will run next quarter.  The next quarter comes and a new campaign is launched and all of those respondents from the first campaign who were ignored because they had a 6+ month or over timeframe, hear from us saying, "I don't believe we have met".  The already know you and in return told the company they wanted to go further in the relationship.  It is not unlike Kevin Nealon's "Mr. Short Term Memory" character on Saturday Night Live.

Instead of a continual introduction where you never get past a hello, take your hello's (responses) and manage them properly so they turn into "I do's" (closed deals).