I recently attend a very interesting seminar on business
positioning and growth and in a number of blog posts I would like to cover some
of the key things that were highlighted as a forward thinking business
proposition.
We all know the importance of having a good CRM system that
is implemented correctly within your business right!
Maybe not but it is vitally important to have a good
understanding of Customer history and Customer needs so CRM is a great place to
start.
Some people in the past have said to me of CRM that is just
a Database of contacts, and of course technically they are correctly but a good
CRM system has
History for active and historical clients, History for
Orders and Sales made, any support cases raised notes taken and products
recorded.
This post is more about the types of marketing your
organisation can implement as part of its customer centralisation with CRM which
will attract more sales from the investment already made.
We are looking at the 4 key approaches and sometimes these
have different name but in principal they achieve the save outcome. These approaches are defined as follows
Traditional
Distractive
Competition
Disruption.
Below we discuss the approach but these are not marketing
methods like email or hard copy or brochure etc. they are the approach that the
content will take to drive interest with the end reader or recipient.
Traditional:-
Let’s start with the Traditional first, as it is or has been
one of the most common approaches to the way content is presented or delivered
to prospects and customers.
The traditional way to present content is with Brand i.e.
you logo would be at the top of the advert, or the header of the email. This is usually followed by a punchline of
why the company or organisation in question is so great, then it is usually followed
by some text which either details the success of the company or a small part on
the services it offers.
Let’s take an example of this with a made up security
company
_____________________________________________________
ABC Somebody
Security
It’s
our business to keep your business secure.
ABC Somebody
Security is a leading provider and industry
specialist
in providing certified and industry standard
security
systems and solutions.
Contact us
today for our latest prices!
________________________________________________
This type of advert may well be used in an online directory,
or a Yellow Pages type publication or even a local newspaper, but you only have
to read the few lines to realise that it does not tell you a great deal about
the company or its services.
Using this type of advert based on your organisations brand
can be limiting at best unless your organisation has a global, national or
community identity that consumers or other business owners can identify with,
as a trusted provider.
Distractive:-
Now let’s take a look at the difference in presenting
“Distractive” content, as this is where you organisation has the opportunity to
present a solution to a problem by presenting a distraction to gain end readers
attention
The distraction is usually identification of a problem that
as an individual or as a business owner you may have a solution for.
Let’s take the Security Company again and now create some
basic content that would cause a distraction for a person seeing the headline.
_______________________________________________________________
Security
Cameras Disabled by Wi-Fi Transmitter.
After a
detailed investigation at a number of factory and office burglaries
in the west
midlands, a certain make of remote activated CCTV
camera has
been found to have a weakness that can be
Disconnected
by its Wi-Fi connection.
Our advice
is that you contact your local supplier for immediate
upgrade to
any devices that maybe affected
You can
contact ABC Somebody Security and book an engineer today.
ABC Somebody Security
It’s our business to
keep your business secure.
________________________________________________________________
Now obviously the statement you use in distraction marketing
approach has to be true and you also need to be able to solve the problem that
you have identified otherwise you approach with have a negative response.
Competition:-
As the name suggest and is regularly used by many
organisations globally, the approach of Competition marketing is very popular
and great for grabbing attention.
Some organisation will use this approach of marketing to
promote brand i.e. just having individuals register for the competition is
enough.
Other organisations will offer an incentive when as a
customer you sign up for a service or purchase a product.
Using the example of the security company again, the advert
that might be used may look like this!
________________________________________________________________
Get the
chance to win an iPad mini
In this
month competition we are offering the chance to win a new iPad
mini when
you have a full audit and inspection of your current security
system cost
just £25 – Book today.
ABC Somebody Security
It’s our business to
keep your business secure.
________________________________________________________________
And then finally in this blog post I cover disruption
Disruption:-
Disruption marketing and the approach to, has to be my favourite
as it gives your organisation the most flexibility when creating content. Similar to a distraction campaign above the
disruption approach is far more succinct as its purpose is to advise and give
examples but then ties the reader back to the end point of the service that is
on offer by your organisation.
One great way to create disruption marketing is by creating blog
posts, editorial in hard copy or case studies, as disruption marketing is the purpose
of getting a reader to consume information about a topic that might not be
directly linked to the company providing it but highlights areas of interest
that the company providing it can help with.
For instance we could take the security company one more
time and show some editorial content, but this time the content would be used in
conjunction with MyCRM as it would be a case study
________________________________________________________________
Customer Service Award for
ABC Somebody Security Group
As part of
the Annual Security awards ABC Somebody Security Group has been
Awarded and named
as the overall winner of the converted price of
best Customer
Service
As part of
ABC Somebody Securities overall growth plan a number
of projects
were put in place to implemented a cloud based service
from the Team
at MyCRM, the MyCRM team took advantage to advise
on overall
approach to customer data and use of technology in the field.
It is
believed by the management of ABC Somebody Security that the
investment
in technology and customer service implementation
contributed
to the overall success of the company’s growth in
2013 and to
them winning the associated Security industries
award for
customer service.
ABC Somebody Security
It’s our business to
keep your business secure.
________________________________________________________________
That now covers four different approaches to marketing
content, and as you would expect there are other approaches that can be used.
But most import to any business either at start up or
established is centralised customer management or better known as CRM.
To complete any type of marketing campaign you will need to
have a well implemented CRM solution like Microsoft Dynamics CRM from managed
service provider MyCRM.
To find out more please visit our web site at www.mycrmgroup.com.
And if you have read thus far then thank you for reading our
blog, and this post is an example of Disruption
content.