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Are you using your database correctly or at all for marketing? Recently, I received a postcard from my AC company. Keep in mind, I have an annual maintenance contract where they come out and do an inspection every six months which includes a checkup and a tune-up.
They came out in April of 2018 to do all this work for the year. I was happy and thanked them for everything.
Fast forward six months and the headline on the postcard I received from them was, "It's Been Ages Since We've Heard from You" and on the other side, it said "We miss you! blah, blah, blah!" Attached were coupons for 0% financing on a new unit (got one of those from them in 2016), $49 system tune-up and a Free service call. Both items are in my current agreement with them.
Basically, they shipped their entire database to a mail house and had them send these out. Just think of how much money they lost in printing and postage and how it effects their bottom line. There is also the embarrassment of not knowing your customers which is unmeasurable. Some recipients of this postcard tossed it in the trash, while others chalked this up to a big blunder. However, there may have been some to find it useful.
If you are using your database to market to your clients, tailor the message to the different segments. In this case, prepare two separate mailers. #1 Those who you have not had any contact with in over one year. #2 A postcard to those you have been in touch with within the calendar year and ask for referrals or to give the coupons to their friends or neighbors.
If you are not using your database for marketing purposes, give me a call and let's take a look at how it's set up and what info we can use to market to your clients.
Sincerely,
~ Allen Jernigan, CEO
My Marketing Department, Inc.
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