The point here is that you should be con-stantly building an electronic customerdatabase and regularly and proactivelyusing it to inform, excite and sell to peo-ple who already know you and love you.Of course, you have to get people’s per-mission to send them stuff, but if you’reworth your salt and genuinely committedto helping people, they will want you intheir lives.The people who installed air conditioningin our cottage last Spring should havesent all of their customers an E-Bulletinlast Fall reminding us how to shut thesystem down and protect the compressorover the Winter. At the same time theycould have told us about their AnnualFurnace Maintenance service packagethat would improve fuel efficiency, com-fort and safety….but they didn’t.Now that Spring is here, they shouldhave sent us another E-Bulletin remind-ing us how to reactivate the air condition-ing, change the furnace filters and resetthe humidifier and heat exchanger. And,they could remind us that if we don’t haveall of those wonderful air managementgizmos, now would be a good time tolook into it…but they didn’t. They missedopportunity to add value, nurture relation-ships and increase sales.Here’s the simple, magic formula for suc-cessful E-Marketing…“Communicateregularly, inform a lot, help a lot, uplift alot…and while you’re at it…sell a little.”It’s easily done. I’m sitting in a beautifulhotel room in Barcelona, Spain writingthis and in a few days it will go out to youand thousands of other clients and fansaround the world…and some of you willrebook me. How neat is that?So, what are you going to do, startingpractically immediately, to use this won-derful gift of the internet and simple data-base technology to create customer“ownership”, grow your business andimprove your bottom line?
Page 3Newsletter #249
The internet is an incredible gift…you just have to use it. Whatever the size of your business, creating a complete and current customer database and then using it regularly and proactively to inform, add value, stay in touch with customers and prospects, is probably worth hundreds of thousands, or millions of dollars on your bottom line, over time.And, when you go to sell your business some day, you’ll probably get twice as much for it, because you’ll have a health- ier bottom line and a proven, reachable and loyal clientele to sell to the new own- ers, along with the “bricks and mortar”.
In the past two weeks we’ve received threeE-newsletters from businesses that took thetrouble to add us to their database and thento create extraordinary offerings that wouldbe of interest to us…and we immediately didbusiness with two of them. And the very neatthing is that it cost them virtually nothing toreach us and to sell to us.The third business that sent us an E-Newsletter, the one that we didn’t immedi-ately do business with, is our favorite GardenCenter. The ground is still frozen in our cot-tage garden, but they sure got us thinkingand dreaming about planting. Here’s part ofthe uplifting and helpful information that theysent along to their database of gardeningenthusiasts…
TRENDWATCH: Color Trends for 2009
“HOPE” is the official color of 2009.Yellow is the color of hope, warmth, radiantoptimism, and positive energy.Yellow is the color of the sun…it uplifts andenergizes us.Michelle Obama's inauguration dress de-signer calls it lemongrass. Whatever youcall it, yellow in all shades from honey tolemon to sweet orange-yellow is hot thisyear.Look for yellow to show up on items every-where from home accents, to patio furnitureto the brilliant “going bananas” daylilies.You may or may not be a gardener…it does-n’t matter. I am, and it gets my juices going.
Do you have a customer database…and are you using it to addvalue, build relationships and grow your business?
This article first appeared in Donald Cooper’s newsletter but is very relevant for farm marketers. For more information about Donald, go to donaldcooper.com