How to perform a marketing follow-on


Alice

Last year I responded to my husband’s request for a metal watering can for his birthday.  That’s OK, it’s easy to go to Google, type in ‘metal watering cans’ and choose a website from the links that came up.

Having been thoroughly annoyed by all the inadequate links, including the sponsored ones in the shaded areas of the search engine page, I eventually found a website that provided exactly what I needed. Their concisely written pay-per-click advert directed me straight to a landing webpage that offered three metal watering cans. I didn’t have to wade through irrelevant pages, such as the website’s index page, to find out exactly what I wanted.

They made it perfectly easy to choose the one that fitted my requirements and to pay through an efficient shopping cart system. With the confirmation of my purchase I also received tracking information of my watering can’s delivery progress, which arrived before the time specified, and resulted in a happy husband on his birthday.

Having achieved my objective, I thought that would be that. But I should have known that a company that was so adept in compiling Google Adword campaigns that resulted in a successful sale and delivery to satisfied customers, they wouldn’t stop there. I have just received a nicely designed catalogue full of all the tempting gardening products they have on offer, just in time for Christmas.

As a marketer I immediately recognised the value of this exercise. Why stop with just one transaction? Their shopping card system gathered all the information they needed, my address, and they used this data to send their perfectly timed catalogue to me. They also thoughtfully didn’t send it for the Christmas immediately after my purchase, gauging that holding back would show respect and consideration.

Businesses who are marketing orientated work on furthering customer relationships. Any data gathered from transactions should be carefully used to promote the rest of your product range as unobtrusively as possible. This can be accomplished through a regular newsletter, a seasonal catalogue, an informative blog, participating on the kind of social networking sites the target market is most likely to populate, including offline networking groups, in fact anywhere where your customer will be ‘hanging out’ and your business can communicate with them in an effective manner that corresponds with their lifestyle.

And encouraging this relationship marketing goes with added value, incentives, special offers, improved customer service, recognising their needs and providing relevant solutions – making the customer the most important element of your business to create customer loyalty and continued purchasing prowess.

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