The Better, Stronger, Faster Marketer

Ok, we have time on our hands, more importantly, we have time to think. Many of us are thinking about what we going to do when we get back and what would we change?

The Big Questions

Have we been blinked to new ideas because the old ones seem to work ok and everyone else is doing them? Are we really using data in the most effective way possible? Are we being as creative as we would like to be and are we really changing behaviour or just getting the message out there? What are my true conversion rates and how does a "click" convert to hard cash? So many questions, so little time....oh hang on, we have time.

Now we are not fighting fires on a daily basis and we have the time, why don't we start asking some questions and doing some research.

1. What does my typical customer look like, how do I find out and how can I use that insight to find new customers. Customer profiling is essential as science always outscores a hunch.
2. #stayathome has been a pretty impressive example of behavioural change (as has the threat of catching an horrendously awful virus) a campaign influenced by the Nudge Unit who sit at the heart of government and have some fantastically effective ways to encourage change through gentle nudging. How can I use the same principles in my marketing?

Is PPC working for me? Am I getting the right level of return on what appears to be an ever increasing spend? Wait, what is your spend on PPC? Have you checked it lately? Best do it now and perhaps start thinking about what other channels might deliver greater results? Or are you one of those who say "yep, changed all of my budget into digital marketing back in 2015 and never looked back" have you looked at all?

1. I have a pretty good idea of what my customer looks like, I have an Acorn or Mosaic profile type and a pen portrait of which type of customer is attracted to my product or brand but what is the best way for my customers to find me more customers?
2. I know where my customers live and I know that demographic segments tend to congregate so why not reach out to those that live close to those you already know? We at Precision Connects ran a number of campaigns in the last 12 months that focused on the neighbours of existing customers. Based on the core principles of Nudge theory, we made the message Easy, Attractive, Social and Timely (EAST) and localised and the returns were stunning.

Time to research a communication channel that may seem a little old hat to some. Direct Mail is worth some research especially as it has been proven as the most effective medium for customer acquisition, Now that Royal Mail has launched the competitively priced Partially Addressed scheme that we have re-labelled "Street Level Marketing" we can:

1. Reduce the cost of postage by 4p.
2. Apply the core principles of behavioural change (EAST)
3. Localise the image through variable data, digital printing
4. And measure the response with a Uniques QR code.

Is it time to take the time to take another look at direct marketing as part of your marketing mix. Especially when winning new customers will become an imperative when we return. Take a look at the process we apply to help you or your clients win new business at: www.precisionconnects.co.uk

Gary Howard

Chief Digital Officer

T 01284 718904

M 07973 304459

E garyh@precision.email

www.precisionmarketinggroup.co.uk

Precision Marketing Group, Precision House, Lamdin Road, Bury St Edmunds IP32 6NU