Welcome Smart Marketing Strategy
Posted by Deborah Chaddock Brown on February 4, 2010 under marketing | 
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Jean Gianfagna, marketing strategiest and business owner of Gianfagna Marketing recently started a blog entitled: Smart Marketing Strategy. Great name and as it turns out – great information.
I just took a visit and found an interesting blog post on connecting the customer data gathered with the marketing message delivered. In the post, Why Customer Data is Essential for Effective Marketing – Especially for Your Customers Jean shares a personal example of how Disney and Chase bank missed the boat when it came to using the historical customer data they had on file.
Generic marketing message sent to existing or prior customers without taking advantage of the weath of personalized data sends the loud message WE DON’T CARE TO TAKE THE TIME TO SEND YOU A MESSAGE PERSONALIZED TO YOUR NEEDS.
In Jean’s case, Chase sent a message that missed the boat on a variety of levels. Her advice for how they could have captured her attention more effectively:
Dig deeper into the customer file and find all the Charter Cardmembers who are lapsed customers. Append those recordswith current demographic data to see how many are families with grown children or adults who are now grandparents. Send these empty-nesters a direct mail package promoting the fun and value of the Disney experience for adults, or a package targeting grandparents with grandkids for that segment of the mailing list. Most important, acknowledge and celebrate the customer’s prior relationship with Disneyand demonstrate — in a way that’s relevant and real — why restarting that relationship now, at a new point in the customer’s lifecycle, is an unbeatable offer.
Jean’s point – take the time to match an appropriate message to customers based on the information already gathered. It is the rifle approach rather than the shotgun. A targeted message is more likely to connect with the customer and inspire them to take action.
If you are going to gather the data – why not use it to build a customer relationship?
