Your Marketing “Tickler File”
Whether you are trying to get an appointment with a potential client, keep existing clients, or attract media attention, persistence is the key. Make it a point to follow up on a regular basis with clients, potential clients and media.
A marketing “tickler file” can track your previous contact methods and results for each contact, as well as reminding you when it is time for another contact.
Start by making a list of those you wish to contact. There are many programs you can use, including contact management software such as ACT and online sites. Keep the list manageable—current clients and perhaps up to 100 potential clients or media.
Have a reason to contact them. Send a special offer, forward new information, send a newsletter...whatever you do, make it something that will be interesting to them.
Vary the contact methods. Perhaps most of the time you will send something via postal mail; however, some contacts may be by telephone or email.
Maintain consistency. Make sure they know it is the same person contacting them each time. Use a logo, color scheme, slogan, or format that is the same in each contact. Part of the value of this system is repetition. If they don’t realize that each communication is from you, you will lose that benefit.
Schedule regular contacts, and keep to your schedule. You may plan to contact each person on your list every two months. Perhaps you will contact potential clients one month and media in the other.
Keep your message in front of clients and media on a regular basis to get the best results.
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