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Do You Throw Away Your Marketing Money?

Of course not, I hear you say. But I see plenty of evidence to suggest that that’s exactly what businesses do – so maybe it’s worth a closer look.

Of course not, I hear you say. But I see plenty of evidence to suggest that that’s exactly what businesses do – so maybe it’s worth a closer look.

A couple of months ago, I was wowed by a marketing initiative held by a well-known sports and health club. I won a week’s free trial at the club, which was arranged to start on a certain date (here’s the blog I wrote about it at the time).

Then they committed a business crime.

No follow-up.

Nada.

Still to this day, I am waiting for someone to call me up and say ‘Hey! You were down to have a free trial – when are you coming in?!’

The gap between the expectation created by the marketing experience, and the fulfillment of the promise could not have been greater.

So – question for you. How do you keep track of all your marketing activity, the outcomes, follow-ups and tracking the results?

It may be as simple as saying, ‘Our CRM system does that’, or ‘I have an Excel spreadsheet’. But is it working in practice? Is there a process to ensure nothing slips through the net?

And if you reviewed your follow-up actions now, how much more could you be doing to capitalise on your marketing investment to make sure you’re not throwing money away?

Prospective customers can also be ‘raving fans’. They may not buy, but their experience of you in the marketing and selling process will still form an impression. You might not be right for them, but chances are they’ll know someone who’s the right customer for you.

What customer experience are you creating from the start – and how can you deliver on the promise you’re making, every step of the way?

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