Marka Outlines the Principles Behind a ‘Customer Nurture Program’ (Part III)

Last time, Fire Enterprises, Inc. (FEI) President Org, Marka the marketer, Zoot the salesperson and Numo the accountant discussed how to use a “Customer Advisory Board” to generate feedback from the company’s most loyal customers. Today, the tribe finishes off the “Customer Nurture Program” (CNP) with discussion on CNP materials and follow-up activities. Remember, fire = print.

Marka stood in front of the whiteboard like an Olympus elementary school teacher. The sun had reached its apex over Mount Olympus, but was still partially obscured by grey clouds.

“Tribe, let me ask you a hypothetical question: What’s stronger, drips of water or a rock?” Without waiting for an answer, she continued: “If allowed to constantly drip, water can cut through rock.”

“Drip marketing,” Org said, stroking his clean shaven chin. “I’ve heard of this.”

“Yes,” Marka replied. “With enough ‘drips,’ our CNP will ‘cut through the clutter’ and position FEI top-of-mind with consumers and key business influencers. The question is: What type of water should we use?”

“It doesn’t matter, as long as it’s not from the Olympian aqueducts,” Zoot said, not quite grasping the metaphor. “My cousin was sick in his straw bed for three days after drinking that stuff.”

“I mean, what vehicles should we use to cement relationships with customers and build new ones with prospects?” Marka clarified.

Each member of the tribe shouted out suggestions, which Marka frantically scribbled down on the whiteboard:

  • “Thank you for your business” letters, emails and social media communications
  • New product announcements
  • New equipment and capabilities announcements
  • Letters introducing key changes in the company
  • Technical trade articles
  • Informative fire-specific articles (production, safety, reselling, retail, management, etc.)
  • Articles that FEI employees have published
  • Clips of FEI prospects and customers in the news
  • FEI collateral material (brochures, sell-sheets, etc.)
  • Printed newsletters
  • Ghostwritten books
  • O-DVDs, o-media presentations, O-site links,
  • Holiday cards
  • Giveaways
  • Whitepapers and other similar content

“If the CNP is this thorough for each target, will it really be a savings over visiting in person?” Zoot asked, still looking for faults with the CNP.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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