Q: We're in the software business and know that
it's far cheaper to solicit more business from old customers
than to try to snag new prospects. But are there any innovative
ways to do it?
A: Let me tell you about an approach I recommended
to a client of mine a few years back. I suggested he pick out his
20 best customers and send them each a $25 audiocassette tape
recorder, inside which was a 10-minute cassette titled something
like "April Specials for My Best Customers." An
accompanying letter explained that he was sending the player
because he wanted to be able to regularly introduce, in the most
personal way possible, new opportunities he and his company were
offering to loyal customers. While sending out audiotapes is a
fairly common marketing approach, actually including the means to
play the tapes would make the customer feel flattered and somewhat
obliged to listen--not just now but in the future.
Although not all 20 customers had the desired reaction, the
majority did: My client got positive feedback from a number of the
recipients, as well as an increase in business over the following
months as a new tape was issued every other month. For a $500
investment in tape recorders, he got the attention and response of
customers whose business he valued most--and whose additional
orders more than made up for the total cost of the tape
players.
Content Continues Below
For this approach to have long-term results, the tapes need to
contain news and opportunities of genuine appeal and interest. They
also need to be delivered in a way that's not boring to listen
to. It's almost a sure thing that your clients will push the
"play" button to listen to the first cassette that's
already in the recorder. But thereafter, he or she needs to feel
motivated, based on the content of past tapes, to put your new
recorded messages into the player and hear you out. The cover
letter you send with each tape should always "tease" your
customers about the contents of the tape, such as "I'll
reveal news about a new software productivity bundle that no one
else in the industry is able to offer."
Audiocassettes are fairly cheap to duplicate, and your
"recording studio" doesn't need to be anything more
than your office. You might even include a second person on the
tape--an employee, for example--to complement your own comments and
break the monotony of hearing only one voice. Try a few test
recordings to decide how best to present yourself. Always use at
least an outline of what you want to say, if not a complete script,
to make sure you stay focused.
Page
1 | 2 |
3 