SMART BLAST

This may be you, it may be your client. But it looks like this: You’re brick and mortar located at the corner of Main and Sixth Street. You think your customers fall within a five-mile radius, maybe 20 miles depending on the nature of your widget. Do you know the precise profile of your customer for that particular location? Their demographics, psychographics, their propensity to take risks or their interest in buying American, for example?

It is vitally important that you know your customers and prospects. It is equally important to be able to use that information to put your prospects into the right “buckets” so you know where you should invest your time, energy and resources.

For example, Bucket A is full of strong prospects, but maybe you’ve put off investing in them – perhaps they recently moved into your trading zone but you haven’t found them yet.

Bucket B is full of customers with little room left for any prospects. Their area is pretty saturated with your existing customers, so don’t send them information that sells them on becoming a customer, treat them instead with endearment and thank them for being a good customer... nurture them.

You can see where this is going.

You may already be doing some of this, but the key to doing it well is having the best business intelligence at your disposal. For you, that may mean adding top-quality enhancements with up-to-date scoring and information to make your marketing smarter, or perhaps just making the most compelling offer to the best list. Without that business intelligence, you may lose some sleep, or worse, opportunity.

What comes next? Put measurement tactics into play so you can determine what works best for you. Then repeat it over and over again.