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1/6/2009 6:33:47 PM
SOLUTIONS for KEEPING EXISTING CLIENTS
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If you have a solid program in place for retaining and upselling your existing clients, you've certainly found a "sweet spot" in your marketing efforts.
Consider which of your clients are advocates for you and your products. Then consider what materials and tools you've provided these advocates to make it easy for them to talk you up time and again.
Here are a few tools and ideas to that you can begin using in your efforts to upsell your existing clients:
- Identity and stationery
- Package design
- Printing and fulfillment
- Web messaging and design
- Copywriting
- Multimedia, CD/DVD
- Direct mail
- Sales kits and brochures
- Radio/TV (direct marketing focus)
- Style guides
Designing for clients, not customers:
Since over 85% of your revenue is likely generated by less than 15% of your customer base, Targa Media helps companies communicate more specifically to this exclusive group.
Case in point: You've debated endlessly over what type of customer you're targeting, but ultimately that decision is not in your hands. Consumers will decide for themselves if you're pushing products or nurturing valuable relationships, and it's impossible for consumers to see value if your materials say otherwise. So you end up closing some business because "bargain shoppers" couldn't possibly pass up your too-good-to-be-true offer... and you'll ultimately get what you paid for (or rather you'll pay for what you got): Commodity-driven shoppers who account for over 85% or your customer base, but less than 15% of your revenue. More about clients vs. customers.
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