Marketing Seminars – you’re from where?

Marketing Seminars You’re from where?

We like to think that we are important to our customers and that they lie awake at night wondering if we will write or call them during the next day – but sadly this isn’t the case.  They probably can live without a call from a recruitment company asking if they have any vacancies at the moment and they probably have enough letters landing in their reception area to notice if your brochure is there or not.

But the ultimate indignity is when you phone up an old, existing  client and they ask you ‘Where are your from again?’ How could they possibly forget that that you actually dealt with them before and that you are the company that has helped them find at least some of their colleagues that are sitting near them in the office.

One way to minimise that chances of this form happening is to keep a regular e-mail campaign going.  For most, a monthly newsletter is frequent enough, but be clear about what the point of the campaign is. You are not necessarily going to generate a flood of enquiries (although you might).   The real reason is to keep you name, your company, your logo and your services in the mind of your customers and your prospects.

A decent regular newsletter is probably the quickest and cheapest form of marketing that you can produce.  Your list should be built up from opt in subscribers, along with people you meet at networking events and your customers base.  This data combined with time this will turn into a very powerful tool through which you can promote:

• New services
• Open evenings and events
• Testimonials
• Case studies
• Twitter or blog developments
• Great new candidates

In fact building up an e-mail list of existing and future customers and sending out a regular e-mail to them is probably the most cost effective and indeed effect ways of stopping the response “you are from where?” over time.

Action points

1.    Start collecting together business cards
2.    Create a sign up form on your website
3.    Work out a simple newsletter with sections that you can write about each month
4.    Make a start this week.

Alastair Campbell runs the Marketing Mentor programme which offers a free one day marketing seminar followed by a free 17 month marketing support package for recruitment company owners or their senior staff. Visit www.themarketingmentor.co.uk to find out more.

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