Most businesses are in their heavy selling season now. Along with this increase in customer traffic (both inquiries & purchases) is an opportunity to collect customer data for use in future marketing campaigns.
There are many legalities and policies - too many to name here - however be aware that you must ask permission to collect and use data. This includes: phone and email. For specifics, go to www.the-dma.org. This site contains information and downloadable policies for your use. Once you have a handle on the policies THEN implement the procedures for use in your marketing strategy.
For example: I recently stopped by a local boutique in my new neighborhood. At the cash register I was asked if I would like to sign up for their promotions. I said yes & gave them my contact information including address, phone, and email. Weeks went by & I never heard from them. Then I received a postcard from them inviting me to attend a fund raiser event for a local charity at their store one evening. That's a nice gesture & certainly a good marketing effort for the community at large, however, they missed a HUGE opportunity.
What they should have done was immediately (within 24 hours) send me a Welcome email & a thank you for my business. Ideally, this should have come from the saleswoman who helped me (& no doubt makes commission). The email should have stated their days/hours of operation as well. Also, they took my size info, favorite colors, etc. but NEVER used any of it. Sadly, they missed a tremendous opportunity. To this day I have never recevied an email from them.
Because I support small, independent businesses whenever I can (I hate shopping malls!!) I am their prime target market. I recently went back to the store & spoke to the owner & gave him my business card & told him what I could do for him. To which he replied "we have an advertising agency".
So...I just wonder: Has anyone from the agency staff shopped at the store? I suppose not - they simply created a pretty postcard announcing the event & used their mail indicia to mail to the customer list. I suppose that's one way to do it, but there is so much more that marketing encompasses - especially at this time of year. Take a cue from online businesses who usually get this right & understand the value of customer contact information.
For more tips and "isms", go to http://www.myaffordablemarketing.com to make the most of your holiday opportunities.
