Marketing Strategy

We can help you plan how to find you new customers and, more importantly, how to get the most out of your existing customers.

To develop a marketing strategy, you need to understand questions like “how many customers have you actually got” and “how many households buy from you” – if a man and wife are buying from you for the household – often you only really have one customer. “How many customers have only bought from you once” – do you know why – have you gone back to them to ask them to purchase again? “How many duplicates” are on your files. Having the same person on your files more than once means that you may be sending out duplicates marketing promotions and wasting your budget, you may be sending out offers to people who appear to have enquired – but in fact are good customers under another account number.

Understanding your data will give us areas for “quick wins” – things we can do now to get more sales and profit into your business – while we work together on a plan to build the business up. We call this “Communications Cycle Management” and more information is below.

Communications Cycle Management

Communication Cycle Management © (CCM) is the concept of developing a plan to ensure that the marketing to retain current business and gain new business is going on all the time. It helps minimise the continual need for the management in a company to be always developing new campaigns and having to work on the next marketing project. All work is measured to allow refinements to be ongoing and profitable areas quickly exploited.

A CCM plan should be implemented by an external company so that, for example, busy periods in a company do not lead to everyone being pulled off to marketing to handle orders – as this leads to continual ups and downs in the order cycle. The plan should also lead to information being fed back to the client to improve the product and service offering.

CCM plans typically consists of four parts.

The first part is an ongoing project to monitor the business to ensure current customers are happy, enquiries are fulfilled and research is gleaned to improve products and services. This is done through Customer Satisfaction Questionnaires.

The second part is a pre-programmed monthly action to ensure that customers do not “fall off our radar and disappear”.

The third part is a monthly (or as frequently as required) action to build new business, cross-sell to existing customers and test new business areas.

The fourth part is optimising the information in the pack that goes to customers with orders.