The High Touch Process

Too often business owners or marketing executives like to "go for the jugular" when it comes to their marketing. Whether it's the sales appointment, advertising campaigns, etc, they try to convince their prospects to commit before they have a relationship. They fail to understand the relationship value in marketing.

I like to relate the high touch marketing process to the courting.

1. Make Eye Contact...Who do you like to work with? Be targeted!
2. Make an introduction...Network with those you want to do business with.
3. Establish Familiarity...Implement a very perpetual and personal marketing communication campaign.
4. Go out on a date...Set that appointment! Don't be afraid to ask for that date.
5. Be Likable...Be Likable. I say this because some of you need to work on your interpersonal skills.
6. Get Engaged...This refers to the first time you do business.
7. Get Married...Be prepared for the lifelong commitment!

Why do we fail at this? Because we don't invest time, energy, and resources to build our relationships.

Keep it High Touch!

-Ernie DiMalanta

U.S. Postal Service "Move Update"

If direct mailing is part of your 2009 marketing mix, you may want to hear this in case you hadn't heard. On November 23, 2008, the USPS put into effect the "Move Update" requirement. To qualify for automation rate or presort rate First-Class Mail® and Standard Mail® - “Each address and associate occupant name used on the mailpieces in a mailing must be updated within 95 days before the mailing date, with one of the USPS-approved methods...” - The update standard applies to each address, not to a specific list or mailing. Mailers must certify compliance with the update standard when the corresponding mail is presented to the USPS®. Click here to learn more.

Have you run a successful direct mail campaign in the past? If so, comment on this post and tell me about. I love hearing about creative campaigns.

Keep it High Touch!

-Ernie DiMalanta

Don't Worry, Be Happy!

Remember that song, "Don't Worry, Be Happy" by Bobby McFerrin? In September of 1988, it became the first a cappella song to reach number one on the Billboard Hot 100 chart and held that position for two weeks.-Wikipedia Why am I bringing up this song after it's been over 20 years since it hit the air waves? Because there are a lot of businesses worrying these days; sales are low, production has stopped, and the phones haven't been ringing. So what do you do? Well, if you're not planning on closing up shop and you've done everything you can to stop the internal bleeding, then don't worry, be happy, and start calling... Happy calling that is!

When was the last time you blew the dust off of your rolodex (I use this term figuratively, since I don't actually know anyone using a rolodex these days)? Well, export your contact list and touch base with each and everyone on it. Set appointments, make positive touches, ask if there is anyway you can help them. Make phone calls, send emails, leave voice mail messages, send cards, make special visits. There is no better use of your slow time then to reach out to your network (circle of influence, clients, past clients, prospects)! Go ahead... make your happy calls... start today! :)

Keep it High Touch!

-Ernie DiMalanta

Remember the Bookends

Often business owners get caught in a whirlwind of strategies. They get pounded by account reps from all types of advertising solution companies, they get flipped upside down by late night eureka moments, then they get pushed around by "me too" strategies after seeing what their competitors are doing.

Remember don't forget the bookends! What are the bookends? Assess and execute! Too many times I see businesses focus so much of their energy on strategies, they don't even perform the proper assessment to support their strategies. And even worse, they don't execute their strategies. Assess...Strategize... Execute! Sounds simple right?

Keep it High Touch!

Ernie DiMalanta