Surprising? Impressive? Or Just Plain Smart?
How Do We Understand a Customer Better?
Learn more about your prospects and customers through research (not all works, so do your homework), listening to customer service conversations and reading blogs. If you don’t have a blog, start one. You can even invite answers to questions via e-mail or on your Web site and offer a gift certificate if they help you out.
Reinventing your creative and redefining your brand to better reflect your understanding of your prospect is a big job, but it can pay off handsomely. This past year, using this approach, we saw a direct mail piece beat an old control by more than 40 percent and double order sizes. This speaks to the power of knowing your customers and using intelligent creative to communicate with them.
Don’t Move Forward Without a Plan
The steps and work I’ve described are applicable for direct mail, e-mail, Internet, catalog and even space advertising. I’ve seen it used to create streaming video that sells online as well as any salesman. But you can’t just expect that it will fit into your day-to-day plans. It will only be achieved if you plan an initiative internally with a deadline and goal.
This may seem daunting, but if you choose a smaller project first, such as an e-mail campaign, it can get you started. So don’t wait! Ready … set … brainstorm, and go for the gold!
Carol Worthington-Levy is partner, creative services, for LENSER, a catalog consultancy. You can reach her at (408) 269-6871 or email@example.com.