OnetoOne Bulletin April 2011

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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>>, whatâ&#x20AC;&#x2122;s the connection?

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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,