Today, more than ever, we need to focus on controlling expenses, retaining customers and increasing revenue. Nothing like a recession an economic downturn to keep you focused. A couple of weeks ago I was asked how to do this:
1 - Hang out where your customers hang out. Be it regional tradeshows, associations, online.
2 - Associate yourself with someone / something who has authority, or as I like to say "Hang out with the cool kids".
3 - Listen, listen, listen, talk, listen, listen listen.
The Ad Agency's "Marketeer of the Year" is a master of this.
This does work. I don't believe in email blasts. I do believe in persmission marketing. And hooking up with a daily newsbrief is a great way to do this. A campaign I just did for a client netted a 5% click through. And none of the readers were annoyed because this was done in the context of a subscription they were getting. Compare this to spamming mass emailing to a list and getting .2% return.