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?”

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.
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