Inquiry Campaign. Cindy Pfennig. Persuasive Strategies

Transcription

1 Inquiry Campaign Cindy Pfennig Persuasive Strategies

2 Scenario Five: Inquiry Campaign New Customer Campaign: Sweeping the Customer Off Their Feet! ACME Pros Office Cleaning plans to grow their customer base via an marketing campaign from achievement of a 40 percent response rate to the campaign. These potential clients need to know they are being offered the best possible office cleaning service available at a competitive rate and that customer service is the top priority. Also, programs, services and procedures are continuously reviewed in order to keep up with market standards and to provide a wide range of options. Contact Information ACME Pros Office Cleaning Tel: Broomstick Drive Website: Council Bluffs, IA acmepros@gmail.com Subject ACME Pros Office Cleaning has been a trusted name and leader in the office cleaning industry for over 50 years. Historical Overview ACME Pros Office Cleaning has been performing internal housekeeping due diligence by reviewing the services offered to existing and potential customers, reviewing any potential harmful cleaning chemicals being used and eliminating those that are, obtaining certified services such as The Green Seal, continuing the All Business All Star Franchise ranking, providing comprehensive customer service training, and growing the employee incentive program to increase employee morale as happy employees yield happy customers. It is important to know that while ACME Pros Office Cleaning has been a trusted leader in the office cleaning

3 business for many years, they are continuing to make changes and improvements for the benefit of the existing customer and the new customer as well as the employees. And even though business has been steady over the years, recent developments and changes within the company have presented the right time to aggressively grow the business. In order to do this, an marketing campaign will be used to garner potential new clients. Facts and Opinions Establishing clear and measurable goals right from the start is one of the fundamentals of any marketing program (Brandweek, 2009). The goal of this campaign is to reach 40 percent of the 1,000 business s that will be sent the material. marketing which, to some degree, has been beaten down by regulation and has taken a backseat to social networking. Nielsen revealed last week that 's share of time declined 28%, putting it in third place, while social networking, the leader, climbed 43%. Despite these attention currents, however, the reality is that is stronger than ever. According to an econsultancy study of 1,400 U.S. consumers, 42% said they prefer to receive ads for sales and specials via compared to just 3% who said the same for social-networking sites and 1% who preferred Twitter. Savvy marketers are beginning to see that if they leverage all of their channels effectively, they can increase their overall ROI and, in the process, establish a deeper bond with customers and influencers. In the process, both and social media marketing may gain, but what's clear is that the two are increasingly made for each other (Rubel, 2010). In a tough economic climate, nothing delivers results like . It's not as personable as Facebook or as sexy as a new iphone, but is still the most powerful and cost-effective tool for emarketers. In fact, the Direct Marketing Association (DMA) recently projected that marketing will generate a return on investment of $43.52 in That's $43.52 in returns for

4 every $1 spent on - twice the return earned by other marketing channels. Used effectively, goes far beyond sending a sales message. It can help build a brand's relationship with a consumer, create a sense of trust and generate referrals from satisfied customers. is one of the few marketing channels that's seeing steady growth in That's because corporate executives see as a low-cost approach to building brand relationships, retaining loyal customers and generating revenue (Westlund, 2009). For messages to be effective, they must offer content that relates to the recipient - a special offer, an invitation, a reminder, a welcome or thank you message or some other communication (Brandweek, 2009). Consumer surveys remain a powerful tool for the emarketer (Brandweek, 2009). Good advice for all times, as new customers have always been more costly to sell to than existing ones, and satisfied customers lead to word-of-mouth advertising. But the economic downturn brings customer satisfaction into even sharper focus. To ensure satisfied customers: respond quickly to their needs, be easy to do business with, open lines of communication, and become a strategic partner. The sales process accounts for 40 percent of a customer's decision to do business with you. Your products and services account for 30 percent - are you offering a solution that truly addresses business needs? The final 30 percent happens after the sale - how does your company engage with the customer after the invoice is paid? The customers' perception of value leads to repeat business (Farre, n.d.). In an era of tight budgets, many companies are using in-house resources to plan and execute their campaigns. The benefits of this approach are lower cost and a faster time to market. As a marketer, you have to craft an program that speaks to each subscriber as an individual. Your s have to have a clear brand identity, value proposition and differentiation, so the consumer will open them (Brandweek, 2009). Other important marketing strategies

5 to consider are establish credibility, offer an incentive, test your s before sending making sure all the links work appropriately, sending s midweek and resending the 2-3 days later to those who had not yet opened the initial message. Therefore, this marketing campaign for ACME Pros Office Cleaning with be an to 1,000 potential new clients containing a discounted offer, exceptional customer service, and multiple ways of connecting with the company through the website, company address, and social media. Conclusion Many elements lead to customer satisfaction from both an internal and external customer service perspective. Internally satisfied employees are instrumental in providing exceptional customer service and creating satisfied and happy customers. Customer expectations are actually quite simple. They want someone who knows them, is easy to do business with, keeps the lines of communication open, responds quickly to their needs, and just plain listens to them. This behavior along with a successful marketing campaign will position ACME Pros Office Cleaning as the premiere office cleaning organization with which to do business. And that is sure to sweep the market! -end-

6 Persuasive (Sample Follows) From: ACME Pros Office Cleaning To: [ List of Potential Customers] CC: ACME Pros Office Cleaning Executive Committee Subject: Ready for a Cleaner Office for Less Money and Exceptional Customer Service? ACME Pros Office Cleaning Wants to Sweep You Off Your Feet Are you tired of coming to an office that s not cleaned to your standards? Are you embarrassed to host your business partners in your office because it s not clean? Do you want to get what you pay for? Are you ready for exceptional customer service, open communication and professional staff? How about a company that uses only Green Seal Certified Products? Or a company that has been named 2009 AllBusiness AllStar Franchise as well as a member of a worldwide cleaning association? Click here to get started and use your free estimate coupon towards a cleaner office, more competitive pricing and customer service that will exceed your expectations! Take a few minutes to visit our website at where you can watch a YouTube video by the President of ACME Pros Office Cleaning inviting you to become a member of our preferred clientele as well as testimonials of our clients and professional staff about why they love to work with and for ACME Pros Office Cleaning! You can also find us on url: acmepros Act now by calling or us at acmepros@gmail.com Or stop in at 555 Broomstick Drive / Council Bluffs, Iowa 51501

7 Sample Persuasive

8 References Farre, T. (n.d.). The Art of Customer Retention. In Ingram Micro. Retrieved September 20, 2011, from Planning a successful campaign: Doing more with less. (2009). Brandweek, 50(31), E8-E15. Retrieved from EBSCOhost. Rubel, S. (2010). Hot or not: marketing vs. social-media marketing. Advertising Age, 81(29), 16. Retrieved from EBSCOhost. Westlund, R. (2009). Best Practices for Em@il Marketing. Brandweek, 50(31), E2-E6. Retrieved from EBSCOhost.