"It is easier to lead men to combat, stirring up their passion, than to restrain them and direct them toward the patient labors of peace."Andre Gide
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As of this writing, I've spent almost four years online, and
in that time I've filled out hundreds of online forms at
countless business and consumer websites. Maybe it was to
register for access to the site, to make a purchase, or just
to get some really cool "free stuff."
Each time the online form asked for a lot of personal
information, and on more often than not, my birth date was
requested.
Having a keen eye for a marketing opportunity when I see
one, I'd also assume that websites asking for information
from me and about me plan to *use* some of the information
for their own purposes, whatever those may be.
So I was really surprised that, of all the online retailers
I have told about myself, ONLY TWO sent me a birthday wish
and only one of those two thought enough to include a
special offer this past 24th of August. Yes, only ONE!
Sad isn't it?
It's not surprising to me that DOTCOM companies are
disappearing faster than flies at a frog convention.
Most will spend many times the amount of dollars in
advertising for each dollar they net in sales in 2000, and
then they will sit there with red ink all over their hard
copy accounting notes and wonder why they are struggling
financially.
Here's some advice- a clue, for the clueless who are running
their E-net businesses like garage sales. Instead of
spending a cool million on that next banner ad campaign,
hoping to squeeze a 1% or 2% click-thru ratio out of it,
they should consider a simple friendly business strategy
that nobody else on the net seems to be using.
First, we'll assume you have asked visitors to your site to
fill out a order or some other personal data form. You can
then filter the customer database to find "matching birth
dates" and send a personalized birthday greeting and
"special" money-saving offer out to each person who is
celebrating a birthday on that day.
Wow! What a concept! And just what would it involve? A few
hours of database work to start the process, then a few more
hours drafting an appropriate birthday card/greeting and
offer and then --if your processes are automated --just a
few minutes each day of the year to send a cordial, personal
birthday greeting out to your astonished customers/site
visitors.
Your offer is far more likely to be noticed and acted on
than one in the mob of impersonal "sales letters" and other
cookie-cutter marketing messages we all suffer through.
This is not new marketing in the brick and mortar world
folks. For years each of my kids has been receiving an
annual "Free Birthday Meal" coupons from both Burger King
and McDonald's, a week or two before their birthdays. Do
they know something E-tailers don 't, about building
consumer appreciation at an early age?
Why do online retailers seem to ignore this simple but
effective marketing practice? It is most likely one of two
reasons.
1. They're too blinded by the online "mainstream"
advertising methods that make no one but advertising
agencies rich. They'd rather spend their advertising money
on banners, ezines, and other costly ways of acquiring new
customers instead of treating the customers the *do* have in
a special way.
2. They just haven't figured out that they can use their
existing database of customers to fuel their next marketing
campaign and make those customers feel special at the same
time.
No, we're not talking two-tier chocolate cakes with candles,
followed by a magic show. Just a simple tactic that could
reap untold benefits to the online sites that use existing
customer/visitor information wisely.
About the Author
Lisa Schmeckpeper of LRS
Marketing and published in their free newsletter, Website
Success Monthly. To receive a free copy of this informative
e-zine just email mailto:subscribe@websitesuccessmonthly.com
or visit their website at http://www.lrsmarketing.com
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