Page 110 - My Marketing Sucks Book

directly.

Let's say you are a dry cleaning business. You know your client base is comprised
of folks who place an emphasis on their appearance. Name some other
businesses where people who are concerned with their appearance would go -
hairdresser, barber shop, dentist office, and clothing stores, perhaps.

These are all great places to create a joint venture and up-sell. We have clients
that have set up cross-referral programs, coupons or discounts. The key to

success is to make sure it is a win-win for all parties involved and be creative.

Chapter 19. Divide and Conquer

Every business has three, core categories of customers or clients on which they

should be focusing. Each of these three require different messaging and
strategies that speak directly to their immediate wants, needs and concerns.

By segregating these three groups into their own specific databases, you will be
assured of getting out the right message, at the right time, to the right audience.

Here are your core three audiences:

1. Current Customers: This database comprises all the folks that are currently
buying from you on a regular occasional basis. Anyone who purchased from
you within the last 90 days should be considered a current customer.

As we discussed earlier, this group can be automated to say thank you after
they buy. You also have the opportunity to up-sell them after their
purchase.

And, you also have a way of staying in touch with them to remind him that

you're there. It’s just good business to stay in touch with your customers.

2. Ex-Customers: This should be comprised of people who bought from you in
the past, but have been inactive for 90 days or more. This number is
dependent on your specific product or services’ average sales and buying
cycle