Today’s guest blog is written by Mindy Jeffries of Stealth Marketing. She will be writing a series of blogs that will appear here on Fridays for a while. If you want to contact Mindy you can call her at 314 880-5570. Tell her you saw her here!
Welcome to the new world of competitive targeted marketing; a world where you put each of your current customers and potential new customers into a bucket that best describes them. This may sound complicated, but competitive targeted marketing fits easily into budgets because you just manipulate the buckets one by one. What this means is that if you can afford to market to only one bucket of customers this month, you do that. If you can afford several buckets, then you can market to more. In order to market to all of your buckets over time you have to generate a viable telecom marketing plan.
The first step in this process is to get your customers into the various buckets. To do that you need to put yourself in your customers’ place and examine the choices every customer has sitting at home at the end of your lines. What are they evaluating each month? Since you don’t know what your customers are thinking this becomes a series of riddles as you try to get into the customer’s mindset. And you should have a solution for every riddle. If you can’t answer the riddles posed by some of your products you should be using that product yourself to see it from a customer perspective.
Here are some of those riddles, meaning the questions that your customers are probably asking:
- How much will this cost?
- Can I rely on their customer service?
- What’s best for me – a local provider versus not so local?
- Programming choices?
- Who has the channels I love?
- Are telephone services limited to cell only?
- How critical is 911?
- How is reception on the various carriers in your area?
- What Internet speeds do I need?
As you answer these riddles from a customer perspective you have your matrix! Now, how do you shape the marketing messaging to compete against your competitors? In order to figure out how to shape your marketing messaging, you must ask yourselves questions about your products.
For example, let’s evaluate your Internet product. How competitive are the speeds? Usually, speed is where telecom companies can be very competitive. What service has greater reliability during a storm? Which service in your area is back in service quicker after a storm? Reliability is an area that is hard to beat in telecom companies. Ask yourself the hard questions and evaluate your product honestly compared to the competition.
Telecoms own the information channels, but most of us don’t think that way. We derive messaging from the fact that we open the information channels back up quicker when you need it. Still haven’t found your marketing edge? Examine some other aspects.
- Are there unique ideas for pricing that fit local niche markets?
- Can you undercut the competition by bundling?
- Packaging? Buy the fastest Internet and get phone for free?
- Are there areas you can serve that can’t get Internet any other way, but can get video and phone other places?
- There are lists available of phone or Internet customers by competitor as well as satellite lists. You can buy those lists and then you can mail just those specific customers with a compelling offer. Show them how you can compete!
Once you form your matrix you can put each of your customers and potential customers into a bucket. You then decide what product you are going to offer them at which compelling price and how are you going to tell them what you have to offer by which medium.