{"id":5451,"date":"2014-08-19T17:22:00","date_gmt":"2023-10-18T17:22:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5451"},"modified":"2023-10-18T17:36:06","modified_gmt":"2023-10-18T17:36:06","slug":"is-your-marketing-dead-upon-arrival","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/is-your-marketing-dead-upon-arrival\/","title":{"rendered":"Is Your Marketing Dead Upon Arrival?"},"content":{"rendered":"\n

When I\u2019m home, I like getting the mail. It\u2019s a way for me to get up from what I\u2019m doing, stretch my legs, and take a break. Like many, I flip through the magazines, mailers addressed to \u201cDear Occupant,\u201d bills, and checks as I walk back to my desk. Do you know how many of those I recycle? 99% of the time ,everything but the bills and checks get chucked.<\/p>\n

Why? Because I\u2019m not in the market for dog food, baby supplies, or pool supplies. I don\u2019t own a dog, my children are grown, and I have a bridge at my property in South Dakota, not a pool. I am not the target market for these suppliers, yet I still receive their marketing materials. Their money literally goes up in smoke, as I tend to use these as fire starters.<\/p>\n

Whether through snail mail or email, how do you ensure that your marketing materials aren\u2019t dead upon arrival? <\/p>\n

Thanks to the lightening speed of the Internet, and customers being connected all the time through their mobile devices, it\u2019s a guarantee that they\u2019re getting bombarded with all sorts of marketing. From flash ads to promoted posts to commercials before YouTube videos, it\u2019s constant information constantly. So whether you\u2019re using postcards or post on Facebook, it doesn\u2019t matter how fast your message gets there if it\u2019s like the rest of the message they receive\u2014irrelevant on arrival. <\/p>\n

The holy grail of marketing is the one-to-one relationship. To achieve this, you must start thinking about the Power of One\u2014the power of making something relevant to a customer. <\/p>\n

It\u2019s easier said than done, but it pays off big-time. I owned a printing company, and every time we would reorder products, whoever packaged the box always threw in a handful of Tootsie Roll candies. You can bet my team members remembered when to reorder, and raced to accept the delivery when it arrived. Candy may not always do the trick, but personalizing emails and sending customized postcards will help your materials stand out from others.<\/p>\n

Achieving the Power of One means that every marketing asset, tool, and strategy needs to be deployed. Customers want to feel like they\u2019re the only <\/em>customer and have your full, undivided attention. This means networking, data collection, customer relation\u2019s management, digital technology, social media, and more to create messages tailored to one person that will be opened, read, and acted upon by that person.<\/p>\n

I\u2019ve said it before, but it bears repeating: the key to all of this is customization. You already have all of the information you could ever need about your customers right from their receipts and online customer profiles, why not use it to your advantage? Yes, it takes time and effort, but the results will be worth it.<\/p>\n

In The Mirror Test<\/em><\/a>, I write of a bank, headquartered in New Mexico, decided to offer special rates for \u201cpreferred customers.\u201d Rather than send out one standardized mass mailing, they broke their targets out into three segments and designed three sets of images and graphics that reflected the makeup of each segment. As you can guess, the results were money in the bank for this business. They generated nearly $15 million in new investments\u2014all because they took the time to design images and graphics that would speak to their customers. You can apply this same customizable logic to events, email campaigns, special offers\u2026 When you have the data at your fingertips, the sky is the limit.<\/p>\n

\"Hayzlett\"<\/img><\/a>Jeffrey Hayzlett is a leading business expert, cited in Forbes, SUCCESS, Mashable, Marketing Week and Chief Executive, among many others. Follow him on Twitter: @JeffreyHayzlett<\/a><\/em><\/p>\n

Learn more about salesforce.com’s marketing solutions by visiting our website<\/a> or downloading the free e-book below.<\/p>\n

\"SEO_and_Marketing_Blog_541x107\"<\/img><\/a><\/p>\n

<\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

When I\u2019m home, I like getting the mail. It\u2019s a way for me to get up from what I\u2019m doing, stretch my legs, and take a break. Like many, I flip through the magazines, mailers addressed to \u201cDear Occupant,\u201d bills, and checks as I walk back to my desk. 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