YOU when they are “raising their hands” for maid service. Advertising vehicles included within this level are not targeted media and are used primarily to provide your contact information to the entire market area. Media include Yellow Pages, Internet, vehicle decals, and networking. Again, your contact information must be accessible via these vehicles 52 weeks out of the year. Middle Level – Customer Acquisition : Unlike the first level, where the consumer is reaching out to you, in the Customer Acquisition level, you are the one reaching out. This is also known as the Reach and Frequency level. Using a media mix of low- cost, high frequency vehicles, such as third party marriage mail, doorhangers, and newspaper inserts, you will be able to penetrate your market with your message consistently and cost effectively, building towards your goal of “top-of-mind” awareness. Because you are essentially “buying business” in this level, this is where you will spend the bulk of your marketing dollars. Top Level – Leveraging Customer’s Behavior : The audience for this level consists of customers and/or prospects with which you have had some contact. Perhaps you performed an in-home estimate but did not close it, or the prospect is a cancelled customer, or a very valuable current customer. Use back-marketing, loyalty, and referral programs to leverage their behavior to increase revenue. Always remember, it is five times less expensive to keep a customer than to acquire a new customer. 3.3 Rules of the Road for Effectiveness Here are some “rules of the road for effectiveness” when planning your Reach and Frequency program within the Customer Acquisition (middle) level of the pyramid. No one medium can create success – RULE OF THREE Every potential customer has different behaviors and habits in relating to media, so it is essential to create a varied media mix. Some prospects will diligently search the newspaper every day for services that interest them, while others may ignore the newspaper but look over coupons that arrive in Valpak mailings. By relying on only one or two media, you may miss the opportunity of enticing a new customer. When developing your reach and frequency print campaign, use a minimum of THREE different print vehicles to penetrate your market. Think of the various marketing tools as fishing lures. All fish will bite; the fisherman’s challenge is to find the right lure. Frequency and consistency are keys to success While there are many unknowns in the world of marketing; two things that are proven to work are consistency and frequency. It may not always be WHICH mediums you use, but HOW you use them. We know that it takes a minimum of 6-9 impressions before a person will even think of picking up a phone to call on a product or service, so it is essential that each impression of your message is building upon the last to reach a minimum of 6 per year. Never try something once…or twice…or three times Keeping in mind the importance of frequency and consistency, be sure to give your chosen
MOLLY MAID Marketing Manual Copyright 2015, Molly Maid, Inc.
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