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Put on your seat belt, because I'm going to propose a radical
twist in how you spend your marketing dollars. Before you
allocate a single dollar to advertising, marketing or PR,
figure out how much to allocate to an automotive direct mail
fund that reaches every customer at least quarterly and set
that money aside. Why? Because there simply is not a media
dollar with a better ROI than a dollar spent communicating
with the folks who've done business with you in the past.
And while you may consider those customers "yours," many of
them have already left you and a large percentage of the ones
that remain are being tempted with offers from your competitors.
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