| I was recently asked to compile a list of the ten | | | | the next theme is considerably less popular all |
| most frequent requests from clients seeking help | | | | round - Reduce Marketing Costs. Often seen by |
| with their marketing. This started me thinking | | | | staff as just a plan to cut projects (or personnel), |
| about how these customers approach the project | | | | in reality it means assessing its contribution to the |
| and realised there was a common thread - I | | | | sales bottom line. The challenge for the marketer |
| often begin with a brief that is more 'back of an | | | | is to avoid recommending a cut that can have |
| envelope' than 'strategic plan'. | | | | serious repercussions elsewhere, such as reducing |
| Let's face it, this lack of clarity is not a new | | | | market research only to find that advertising |
| phenomenon. When department store owner, | | | | becomes less focused, resulting in a down turn in |
| John Wanamaker, reputedly complained that "Half | | | | the quality of sales leads. |
| the money I spend on advertising is wasted; the | | | | Of course, it helps to have a detailed knowledge |
| trouble is I don't know which half ", his marketing | | | | of how we got into the current situation. It's |
| team must have cast a weary eye over the jobs | | | | sometimes the case that one or two obvious |
| pages. We will probably never know what was in | | | | areas of inefficiency can be quickly classed under |
| Mr. Wanamakers's original sales brief that caused | | | | the category of 'we've always done it that way', |
| his staff to feature in such a scathing (and public) | | | | blanket mailshots being a typical example. Here an |
| commentary. I am sure, though, he and his senior | | | | interim or contract marketer can provide a fresh |
| execs must bear some responsibility. | | | | perspective, having none of the historical 'baggage' |
| So back to some of the typical themes that I | | | | hindering their opinions. |
| have come across in recent times. Number one | | | | This leads on to another candidate for attention - |
| will come as no surprise - whatever the | | | | Direct Marketing. I've sometimes begun a project |
| description, it comes down to Increase Sales. A | | | | to find a 'one-size-fits-all' attitude to DM. Whatever |
| reasonable request you may think, but to a | | | | the mechanism, hardcopy or electronic, this is a |
| marketer it's not a great start when formulating a | | | | chance to use whatever market intelligence has |
| successful plan! And yes, we do get such a, shall | | | | been gained, allowing the customer analysis |
| we say, basic request. | | | | discussed above to come into its own. None of us |
| Assuming that you want your marketer to earn | | | | like to receive a bland mailshot that suggests we, |
| their keep from day one, consider doing some of | | | | as individuals, aren't really that important, so why |
| the preparatory work before they get there. | | | | treat our customers and prospects the same |
| Even the most basic analysis will kick start their | | | | way? |
| efforts, whether it's providing data on who is | | | | Finally in part one of my review, we come to my |
| buying the client's products, with what frequency | | | | clients' favourite topic in recent years - Web |
| or just identifying a pattern as obvious as | | | | Marketing and Content. Their expensive, and |
| 'customers who buy product A tend to buy | | | | often professionally produced, web site just isn't |
| product B six months later'. This will lead onto | | | | getting the number of hits that senior |
| better use of facilities that feature in the following | | | | management has estimated to be the minimum |
| topics. | | | | acceptable level. The truth is that each manager |
| Next on my list is the first request that has a | | | | will have a different opinion on what is a |
| more focused approach - Customer Data | | | | successful website. My response? Leave it to the |
| Management. Some clients question their | | | | professionals - a good marketer will have |
| knowledge of their clients, whether using a | | | | extensive knowledge of what works and what |
| full-blown CRM system or a more basic PC | | | | could be improved, often within a very short |
| package - 'we've paid a fortune to capture | | | | timescale. |
| information and yet we don't see any benefit | | | | The most common reason for this perceived |
| from it. How can we convert raw data, possibly | | | | failure to deliver is usually because people don't |
| going back years, into something more | | | | get driven to the site and those that do, don't |
| manageable that can help drive sales?' | | | | feel the need to return again regularly. So, as part |
| The truth is many companies can't answer even | | | | of the whole direct marketing plan, a quick fix is |
| basic questions on customer profiling so how can | | | | to take email addresses of contacts who have |
| we expect a marketer to intelligently target | | | | expressed interest in your products and, with |
| specific sectors? Remember that several years | | | | some basic information on each person and |
| data is just that - raw numbers - and will need | | | | organization, match sales messages to each |
| massaging into something approaching information | | | | sector. 'Personalising' it in some way directs them |
| before it can pay its way. | | | | to relevant web offers, product updates and any |
| Of course, this needs to be done in conjunction | | | | number of other relevant topics. |
| with the guys at the coalface. In other words, a | | | | That's my review of some of the more common |
| quick bit of research into what the sales guys | | | | tasks I'm asked to address and you will have |
| really want and will genuinely use is essential - in | | | | noticed a common tactic - make your marketing |
| my experience, you could provide everything on | | | | as personal as is realistic. Part Two will cover the |
| their wish list only to find that most of the | | | | remaining topics in my Top Ten Marketing |
| features either don't get used or deliver minimal | | | | Requests, including collateral, re-branding and |
| improvement to the sales graph. | | | | mobilising the sales force. |
| As if generating sales wasn't demanding enough, | | | | |