Identify and outline all the target markets within your database. To get you thinking about this, here are some things you can look for:
- Lost Clients or Patients
- Clients who bought product or service X but not product or service Y (this could be many different groups within just this category alone)
- Patient or Client birthdays, anniversaries (their own and the one they have with you)
- Those who purchased the basic version and those that purchased the whole enchilada
- Clients/patients among certain geographic regions or neighborhoods
- Those with specific lifestyle commonalities
- Those who bought at a certain price, a certain time, or a certain promotion
- Leads you have that did not convert
- Clients/patients ages, sex, children or no children, etc.
Now you want to create a marketing message PRECISELY matched to the selected market. Each one is individualized to the target market so it resonates with them and gets their attention.
Create your different messages with as many sub groups as possible.
Determine the appropriate media to communicate your message investing as much as possible in doing so. Think in terms of multi-media. Even people in these subgroups will have a preference to how they like to receive information. The more ways you can cover this, the better the outcome. You also will want to think about your campaign in a multi-step fashion. People need to see messages over and over before they take action. One and done usually isn’t the answer and won’t yield the best results.
Do it again or as they used to say on the shampoo bottle, “rinse and repeat.”