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. 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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