Marketing to Your Existing Customer Base

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Taking Inventory. What types of products and/or services does your company sell? Many companies sell one or more products and/or services; how well do you know your business? Starting with a basic list or categorizing products/services will help you get organized and add clarity when developing a new base marketing strategy. Once your list is created, you can then begin the process of determining what you want your base of customers to know about your organization.

Analyzing the Data. Pulling lists by date from databases or CRM systems is the easiest way to analyze data because each entry into one of these types of systems automatically updates the date in the customer record. If you do not maintain a customer database, the process will be a little more manual but it is still worth the effort.

Data to consider in your analysis:

– Date of last contact.

– Last order. what did the customer purchase?

– Notes on the account. Is there a reason why this customer has not been contacted?

Next you will need to sort the data in a format that is consistent e.g., sorted by product/services purchases, dates or any other method of sorting that makes sense for your developing your campaign.

Getting Back In-Touch. If it has been awhile since the customer has been contacted, you may consider a quick phone call to see if the company is still in business or the individual still resides at the residence listed in your contact information. This can be done in a very casual, non-intrusive manner by informing the person that you are calling to update your records.

If you opt to use email as the method for getting re-introduced, use a campaign that informs the recipient of your intent… to get back in-touch or another soft sell technique. Genuine, personalized notes tend to work better than a hard-selling promotional type letter.

Types of Customer Base Marketing Strategies. There are several methods you can use to keep in-touch with your customers on a continuous basis. Some of the methods below can be used everyday, some are more long-term and will require a little more planning.


– Use a signature block with a tagline announcing new products, new awards, new acquisitions, or other news of this nature. This is a very subtle way of keeping your customers updated.

– Use out of office replies to create a marketing message. Announce changes in service, product launches or upcoming events.

– Create a customer facing newsletter. Set up a schedule to automatically send it out on a weekly, monthly or quarterly basis. Frequency will be determined on how and what updates occur within your organization. Always be sure to include an opt-out option as this is a requirement under the CAN-SPAM Act of 2003.

Automated Phone Services

– Instead of on-hold music, record a message announcing new products, services, and other updates that the customer may be interested in hearing about.

– Add a fax on-demand option for customers who may be interested in learning more about a particular special or add a coupon that can be delivered via the on-demand service.

Web Sites and the Internet

– Keep web site information fresh. Make company announcements on the home page and offer a way for interested parties to easily contact you.

– Perform an online seminar or product demo. Tools such as GoToMeetings or WebEx are a great way to get in front of the customer without all the costs associated with travel. This is also a great way to provide training. When you have completed a session, solicit feedback. This will help you determine if the message delivered with impact.

– Offer a referral fee or finders fee to your current customers.

What are the Benefits of Marketing to Base? In addition to potentially generating new sales, marketing to your base of customers shows goodwill and helps build customer loyalty, creates an image or reinforces branding and gain insight into what your customers think about your company and about your products and/or services. Its a win, win situation so why not start today!

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