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Find out more about how 1:1 marketing can become part of your marketing success strategy.
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<<First>>, what’s the connection?
BULLETIN
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<<First>>’s Customer
<<First>>
1:1 Marketing Is Relationship Marketing!
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.
Once a month, you send out a
family-owned hardware store. Normally, a
customer by name. You also customize
customer walks in, does his shopping, and
the content, providing weatherizing
you make yourself available to answer
tips, suggestions for ongoing home
questions and recommend products.
maintenance, and relevant offers based
You hope that great service, quality
on what you know about their property. If
merchandise, and your employees’
they garden, you might offer planting tips
wealth of project expertise will hold
and discounts on seeds, berry bushes,
their loyalty. You might have special
or garden mulch. If they have a pool,
promotions or discounted merchandise in
you might offer maintenance tips and
a bin at the front of the counter.
discounts on pool supplies.
personalized newsletter addressing each
Because relationships are about
But what might this look like if you decide to implement a proactive relationshipmarketing program using 1:1 printing? When a customer walks
interaction, you may want to create
in, you smile and greet them, but you
recipe using home-grown vegetables or
also ask if they would like to be on your
best home workshop project). This creates
mailing list for your newsletter, “Tips
an interaction between you and your
for Shop & Home.” If they say yes, you
customers that makes each person feel
collect their name, address, and critical
valued and gives them a stake in their
information for personalizing content,
relationship with you. At the same time,
such as whether they rent or own,
it gives you more information to further
whether they have children and their
personalize future mailings!
ages, and any specific home needs such as a garden, pool, or workshop.
excuses to open dialogs with your customers. This might include an occasional customer survey, feedback form, or customer contest (such as best
That’s relationship marketing— and it’s one of the factors that makes 1:1 printing great.
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your logo here
photography and illustrations ©iStock and ©dreamstime.com 2011.
What makes 1:1 printing work? What turns an average marketing campaign into an outstanding success? Is it the graphic design? Is it the mailing list? Is it selecting just the right variables like income, age, or gender? Those things are important, but there is one ingredient that trumps them all. Relationship.
What might this look like in your business? Say you are a local,
