Having a bit more free time these days, and a major reduction in discretionary household budget, I have taken this marketing offer to task. I am shopping and comparing. I see low-pricing offers in my mail-box, on business walls, and comparisons of pricing in news articles offering ideas on ways to save money in today's economy.
...By switching my grocery store I can save my family up to $1,000 per year. By dumping my phone provider I can save another big pile of cash...
The alarm has been sounded for direct marketers to be aware. Consumers such as myself are actually taking the time to tote the weekly shopping list around to various retailers and compare who can stretch our dollars the farthest.
My personal experiment in comparison shopping over the past few months has yielded some surprising results. Results that may be helpful to consider in your counter-messaging as you go about the business of direct marketing communications.
I found that I was already a pretty savvy shopper when it comes to the basics. And, that the businesses I rely on to provide my necessities are doing a pretty good job. In the end, I've changed nothing about the basics and just trimmed the goodies. Guess I would have already found alternatives if that wasn't the case. Good for me! Is this good for you?
If your organization provides services to direct marketers, such as printing or mail marketing, or you are a direct marketer providing services such as email marketing for your clients, my thought is that you should consider how you are doing with the basics. By simply offering your clients an evaluation of the services you provide that enable their direct marketing efforts to be conducted in the most efficient way possible you may be able to keep your customers from shopping around. This will save them time and money, and actually strenghten your relationships in the process.
Some customers and clients will shop around no matter how great your story is. There's no stopping that. But, really, do we want to pay $20 for a block of cheese just to save a buck on chicken nuggets? I can do without the nuggets and get my cheddar for half the price at my usual store, without driving from shop to shop for each and every item I need.
So, how do your direct marketing efforts speak to how well you provide the basics? Your clients may drift for a moment, but if your services and marketing remind them of all the reasons to come back to you, they won't forget you while off looking for cheaper tennis shoes, or paper, or internet marketing services...
As direct marketers and client organizations cut the frills, it's the quality of necessities left behind that will count. So, if you've got a great core competency make sure your customers know and are taking advantage of all you have to offer when they go shopping around. They'll be back for your cheese if it's good!
...By switching my grocery store I can save my family up to $1,000 per year. By dumping my phone provider I can save another big pile of cash...
The alarm has been sounded for direct marketers to be aware. Consumers such as myself are actually taking the time to tote the weekly shopping list around to various retailers and compare who can stretch our dollars the farthest.
My personal experiment in comparison shopping over the past few months has yielded some surprising results. Results that may be helpful to consider in your counter-messaging as you go about the business of direct marketing communications.
I found that I was already a pretty savvy shopper when it comes to the basics. And, that the businesses I rely on to provide my necessities are doing a pretty good job. In the end, I've changed nothing about the basics and just trimmed the goodies. Guess I would have already found alternatives if that wasn't the case. Good for me! Is this good for you?
If your organization provides services to direct marketers, such as printing or mail marketing, or you are a direct marketer providing services such as email marketing for your clients, my thought is that you should consider how you are doing with the basics. By simply offering your clients an evaluation of the services you provide that enable their direct marketing efforts to be conducted in the most efficient way possible you may be able to keep your customers from shopping around. This will save them time and money, and actually strenghten your relationships in the process.
Some customers and clients will shop around no matter how great your story is. There's no stopping that. But, really, do we want to pay $20 for a block of cheese just to save a buck on chicken nuggets? I can do without the nuggets and get my cheddar for half the price at my usual store, without driving from shop to shop for each and every item I need.
So, how do your direct marketing efforts speak to how well you provide the basics? Your clients may drift for a moment, but if your services and marketing remind them of all the reasons to come back to you, they won't forget you while off looking for cheaper tennis shoes, or paper, or internet marketing services...
As direct marketers and client organizations cut the frills, it's the quality of necessities left behind that will count. So, if you've got a great core competency make sure your customers know and are taking advantage of all you have to offer when they go shopping around. They'll be back for your cheese if it's good!
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