Printing Impressions

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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

Three 'Red Hot' Ideas for Building a Customer Nurture Program (Part II)

 
Last week, the Fire Enterprises, Inc. (FEI) tribe went over the first (of many) great ideas for building a Customer Nurture Program (CNP). This week? Two more great CNP ideas. Remember, fire = print.

The afternoon grew long as the tribe mulled over more ideas for putting their new Customer Nurture Program into action.

Red Hot CNP Idea II: One-to-one Brochures

“Zoot, you clearly love sending out brochures as well as letters,” Marka observed.

“Yeah, because they have pretty pictures,” Zoot replied.

Marka rolled her eyes. “And also because they work?”

“That helps too,” Zoot said.

“Well, we can also use mass customization to create company brochures with text and graphics tailored to the recipient’s interests,” Marka started.

“Explain,” Org said, sitting up in his sturdy oak chair with interest.

‘What’s your favorite rock band, Org?”

“You know I love the oldies,” Org replied. “The melodic lyre music of Homer and the Sirens can soothe me after a long day of keeping everyone in line.”

“Well, O-technology can create a brochure containing an incentive of a Homer and the Sirens ticket for you, or a Tiresias and the Hellraisers ticket for young Cecil. And I wouldn’t mind receiving a brochure offering a discounted ticket for white-armed Nausicaa and her gorgeous harp with my next purchase of a torch-lighting kit,” Marka continued.
“That’s wimp rock!” Zoot chided, rolling his eyes.

“Anyway,” Marka said, “We can segment our database, write blocks of copy pertinent to different demographic groups, code every bit of information, and print out these one-to-one brochures in a single cost-effective production run.”

“Is our existing data good enough to take advantage of all this?” Zoot wondered.

“If not, there’s always a prospect's O-site, which can be a fairly reliable source of contact information and even buying needs,” Marka answered. “And you’ll collect more info during each sales call and networking event, right, Zooty?”

“That’s the plan,” Zoot affirmed.

Red Hot CNP Idea III: Public Relations Enclosures

“We shouldn’t rely on PR by itself,” Marka noted. “After all, what if someone doesn’t see our published press release or Org’s article ghostwritten by our brilliant communications guru Cecil?”

“It’s not wise to spend valuable Drachmas on something important business influencers might not even see,” Numo said, calmly cleaning his glasses with his dirty toga.

“I agree,” Marka replied. “So let’s include a reprinted copy of a recent PR article with each customized letter, complete with the publication masthead. That’ll put our message—validated by a reputable source—right in front of our customers and prospects.”

“Press releases should be sent complete with all the quotes and fru-fru,” Zoot said, itching his mid-section. “That way it’ll look impressive and official.”

“Absolutely,” Marka nodded.

“Boy, Marka, I wasn’t sure if you’d be able to come up with definitive CNP ideas,” Org admitted, “but so far you’ve really put your drachmas where your mouth is. Any more inspired suggestions?”

“You bet,” Marka said.

Today’s FIRE! Point
Most print salespeople don’t have the time to write a personalized letter to every prospect on their radar. Sending mass customized brochures can be an efficient way to strategically scratch a prospect’s buying itch. Also, consider enclosing within your letter or brochure a recent public relations article spotlighting your company. This way, press releases, ghostwritten articles in trade publications and other media coverage will reach more important business influencers as evidence of your company’s achievements and vaunted industry profile.

FIRE! in Action
Targeted Brochure Mailing Leads to High-Climbing Sales for Camelback

The mountain resort created a segmented mail campaign that sent a different customized offer to passholders and non-passholders. The mailing led to sales that were 71% higher than Camelback’ expectations.

Next week: Two more suggestions for creating your own Customer Nurture Program

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