Marka Outlines the Principles Behind a ‘Customer Nurture Program’
“Neither can they,” Marka fired back. “Or anyone else, for that matter.”
“Not true!” Interrupted Numo. “As long as pricing is high enough.”
“Theoretically, you’re right Numo,” Marka said. “Our customers are willing to pay a little more for our service, but not a lot more.”
“It’s all about best utilization of assets,” Numo said, sliding some numbers on his abacus. “It’d be nice to give each customer and prospect a personal visit like Custo once did, but if there’s a more cost effective way to win top of mind positioning, we need to do it.”
“So let’s stop dancing around the old chariot here,” Org said. “What’s the plan, tribe?”
“I’ve spent the last two sleepless days working out a system that will help guide our key business influencers toward a purchase,” Marka said authoritatively. “I’m calling it a ‘Customer Nurture Program.’ ”
Org chewed on his pen. “Nurture … hmmm. Like a plant? I like it already!”
“You’ll like it even more once you hear the plan,” Marka said. “A customer nurture program is a comprehensive marketing system in which well-chosen key business influencers at important companies receive useful information on a preplanned regular basis”
“How will this work?” Zoot asked.
“We preplan streams of customer ‘touches’,” Marka said, flinging her mop of straw-colored hair from one side of her head to the other. “Presidents, directors and the rest of the C-Suite will receive one stream. Estimators and buyers will receive another. Marketing and sales types a third. The media a fourth, and so on.”
“What are in these ‘streams’?” Zoot asked.
“Our focus will be on integrated customer nurturing touches,” Marka started. “We’ll use O-mail, direct mailers and postcards delivered via Olympus Post, pre-planned telephone calls and sales visits, printed press releases and reprints of our media coverage.”