Keep the customers you want with 1 to 1 MARKETING
There are plenty of loyalty and brand initiatives an organisation can adopt to help with customer retention, but we’d like to delve into one particularly close to our own hearts, 1 to 1 Marketing.
If you’re unfamiliar with the concept, one to one, or personalised marketing, is an approach that treats customers like individuals, tailoring all outbound communication to best suit the drivers of that particular person or buyer group. Heavily data driven, communication is based on past behaviour and general demographic assumptions made around age, gender and geographic location. 1 to 1 follows the marketing mantra ‘right place, right time, right message’.
It’s no surprise that personalised marketing relies on personalised communication. Individual differences in age, gender or stage of life can be better related by variations in imagery and content. Timing could influence the urgency and frequency of the communication, and past engagement could determine the best channel.
All of these elements are managed with precision, to execute highly customer centric marketing strategies. Here’s an example of how simple direct mail piece might look with targeted imagery.
THE PIVOT PLANNING TOOL