Acquiring customers by incentivising response through customer-centric direct marketing Prospects need a reason to respond WITHOUT the pressure to buy. Hot prospects - ready to go - will of course make contact requesting information to meet their specific needs. However the bulk (warm and cold prospects) will do nothing. Building long-term relationships requires a more customer-centric approach. That is, investing in your prospective customers life time value. The key ingredient is to START relationships from your prospects point of view. So starting a relationship between a brand and prospect requires a commitment to offer ‘something that shows a genuine interest in your customer’ allows the prospect to ‘respond’ to your communication without any pressure to buy. Offering free trials, 30 day cool-off periods etc can sound like a trap in sceptical savvy prospects mind, so offering something without a catch, related to the brand value proposition, but possibly more cu...
MindWorks Data. Digital. Direct. Social experience has proven that only ‘best practice’ Direct Marketing – the merging of Intelligent Data insights with Relevant and Engaging creative, a mapped multi-touchpoint Customer Conversion Pathway across mobile, web, social, mail, search, phone and traditional media - that follows a Measurable implementation strategy can equip small to medium marketing teams to build loyal relationships with their customers and a sustainable lift in results.