Lower Marketing Cost Through Paid Surveys
Direct Marketing (DM) and Customer Relationships Management (CRM) work hand in hand in keeping marketing costs down. Targeted executions constantly build relationships with your customers and, at the same time, measure the returns per DM expenditure.
Customers move up a loyalty ladder, depending on how effective your DM-CRM campaign is. Below are the 4 rungs of the loyalty ladder, from the lowest rung (least loyal) to the highest rung (most loyal). Paid surveys can help you tweak your DM-CRM materials so that you can move up from one rung to the next with the least amount of spending.
1. Prospect
People who belong to this rung have not yet purchased your brand—ever. Prospects are the people whom companies spend the most on. Generally, it costs brands more than twice the amount to attract new customers than to maintain the ones they already have. However, if you’re seeking to stretch your market, then paid surveys can already give you an idea how to do the initial communication with your desired market.
2. Customer
The second rung holds the customers. These people have already tried your brand at least once, regardless of which product. Paid surveys will help you know which part of their experience they liked or disliked, and you can work from there. The goal is to get them to return.
3. Client
Clients sit on the third rung. These people have made repeat purchases of your brand. Paid surveys can help you come up with a way to maintain these people—to keep them happy so they don’t purchase from your competitors.
4. Advocate
Advocates top your ladder. These people are your brand ambassadors. You don’t pay them, but they endorse your brand for you. They talk about you to every single person they know and the latter believe them and end up checking you out.
The ultimate goal is to turn customers into advocates. Paid surveys will let you know what keeps them happy. You can also take this opportunity to make them feel part of your organization by asking more of their opinions and what you can do better for customers in the lower rungs.
March 22nd, 2009 at 9:23 pm
[...] marketing is a form of below-the-line (BTL) execution. This strategy combines direct marketing with activation. Successful guerrilla marketing relies on a highly targeted audience. Public notice [...]
March 22nd, 2009 at 9:26 pm
[...] marketing is a form of below-the-line (BTL) execution. This strategy combines direct marketing with activation. Successful guerrilla marketing relies on a highly targeted audience. Public notice [...]