What makes 1:1 marketing work? What turns an average campaign into an outstanding success? Is it the graphic design or the mailing list? Is it segmented targeting? Those things are all important, but there is one ingredient that trumps them all. Creating and maintaining relationships!
At its core, 1:1 printing is “relationship marketing.” Relationship marketing is an approach that focuses on nurturing long-term customer relationships rather than focusing exclusively on the short-term sale.
What might this look like in your business?
In a typical store scenario, a customer walks in, does his/ her shopping, and you make yourself available to answer questions and recommend products. You hope that great service, quality merchandise, and your employees’ wealth of project expertise will hold their loyalty. You might have special promotions or discounted merchandise in a bin at the front of the counter.
But what might this look like if you decide to implement a proactive relationship-marketing program?
When a customer walks in, you greet them with a smile, engage in conversation and possibly ask if they would like to be on your mailing list for your newsletter, “Tips for Shop & Home.” Upon their approval, you collect their name, address, and critical information for personalizing content and understanding your clients more.
You send out a personalized newsletter once a month, addressing each customer by name. You also customize the content, providing weatherizing tips, suggestions for ongoing home maintenance, and relevant offers based on what you know about their property. If they garden, you might offer planting tips and discounts on seeds, berry bushes, or garden mulch. If they have a pool, you might offer maintenance tips and discounts on pool supplies and so on.
Since relationships are all about interaction, you may want to create excuses to open dialogs with your customers. This might include an occasional customer survey, feedback form, or customer contest (such as best recipe using home-grown vegetables or best home workshop project). This creates an interaction between you and your customers that allow each person to feel valued and gives them a stake in their relationship with you. At the same time, it also gives you more information to further personalize future mailings!
That’s relationship marketing—and it’s one of the factors that makes 1:1 printing great.
About Linemark Printing Inc
Linemark is an intensely customer focused company delivering solid & innovative communications solutions to a client base of associations, corporations and non-profit organizations. The 90,000 sq. ft. national headquarters is located within close proximity to the Washington DC / Baltimore Metro areas. As one of the leading and fastest growing communications companies in the country, Linemark has made their mark with best in class, technology driven, and measurable client results.