Here's a small and simple way to steal customers away from your competitors - and it's got nothing to do with radio!
Most of you should know the power of your own customer list, and, what that list is worth to you.
(If not: a Customer List is a list of your clients ranked usually in value of how much they have spent with you and/or what they spend with you)
Usually these lists are well guarded!
Why? Because these are the people who do business with you and are your loyal customers.
The same can also be said of your competitor who also has a loyal customer base.
So, who are their customers? And; How can you find out who they are?
One method you can try has added benefits for you and your new customers.
Purchase a list based upon people already doing business in your area from an associated business...
For example, let's say that you own a golf shop and you buy a mailing list of golfers in your area from the local Golf Club.
The first thing you should do is go through the list and eliminate your customers from this list.
Then secondly, any remaining customers on the list should therefore be buying from your competitor's or some other source, so now's the time to target them with a direct mail letter, or brochure.
So why do I bring this up on a blog about radio advertising?
Because that's just what has happened to me, someone got my details from an associated business, bought that list and used it to target me.
Now, I'm not saying that it is wrong, clever, or great - BUT - it is showing that there are people out there willing to do anything to get new customers in the door, and for that, I salute you.
My only issue is that I did not give permission to have my details sold on, or passed on from that business. And, the terms and conditions of their loyalty program, was not at the time I signed up, saying that it would ever happen. Now however it has changed, and they have sold that information on. So I am unhappy about that.
Anyway, what do you think? Do you use a loyalty program to capture your clients details? A billing program? Competition? Or some other way to gather information about your clients?
If you do, do you let them know what you will do with those details?