Small business marketing in Ireland: The importance of following up with enquiries

February 14, 2007 by Matt Eve
Filed under: Our Marketing services 

We worked with Joe the owner of a small irish kitchen design, manufacture and fitting company. He used to run what we call advertise and pray type campaigns.

He would take out adverts in newspapers and run radio adverts telling people about the existence of his business. This advertising would convert a small % of people who would come to his showroom and look at his kitchens. Of these an even smaller % would be ready to buy a kitchen then and there and he would do business with them.

We showed Joe how extremely wasteful this was. What about all the people who came to his showroom, liked his kitchens, but for some reason or another were not ready to buy due to their own specific circumstances? After all, you need to remember your potential customer is busy. Very busy.

We showed Joe how to capture these prospects details, and we then wrote 12 mailing pieces which included testimonials, case studies and facts about what makes his kitchen company different, for Joe to keep in touch. We then scheduled these articles to be sent once every month and took care of the fulfilment of this for him. Now there’s a good chance the first few times Joes prospect receives his information it will go straight to the wastebasket. But after 5, 6, 7, 8 times they will start to notice.

And when they are ready to purchase a kitchen who do you think is going to be their first point of contact? The person they have never heard of in the Golden pages or local newspaper, or Joe who has been keeping in touch with them for months? It goes without saying, doesn’t it?  

Better Business Results can work with you to create effective marketing and lead generation campaigns for small and medium businesses in Ireland. 

 

 

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