Localized Marketing Communications: Distributors + Local Chapter Trade Associations outlined a number of activities designed to start getting closer to your end user audiences. They included contact with prospects via activities and events with regional/state/local chapters of trade associations, and via those respective chapter magazines/newsletters/websites. One of the primary goals of those activities was to begin gathering data on end users of your products, because the more you know and can record about them, the more personalized and targeted your communication can be, and the more of a two-way dialogue your interaction can become. For example:
Personalized URLs (PURLS) have proven to significantly increase the response of direct mail and email marketing for many of our ag and green industry clients. In fact, we saw a 70-fold increase in the response to an email with personalized URLs vs the same promotion/offer without the PURL. The reason is that PURLs engage recipients on a more personal level.
Here’s essentially how they work. A direct mail or email goes to “John Greenspace.” Mr. Greenspace is asked to go to a “personalized” website for more information on a product or take advantage of an offer. The PURL John would be directed to would be the appropriate page on your website with /JohnGreenspace added to it. So, when John clicks on “yourwebsite.com/JohnGreenspace,” he would be taken to a personalized page that would, in effect, greet him by name. And to make the experience truly meaningful, that landing page could contain content such as:
Content is all fed from the same database used for the direct mail or email, and it provides specific information to each user based on what you currently know about them. Of course, as I mentioned previously, the more robust the data in your database, the better you can tailor this content to them.
We have found periodic surveys to be a very effective way of keeping audiences engaged while providing good data. Asking for opinions, preferences and problems they’d like to see solved provides excellent direction in the type of information you should be providing in return. Offering an incentive—usually a chance to win one of several prizes—will generally produce good results. We’ve helped create win-win-win situations when the incentive is a “gift card” redeemable at their preferred distributor. Again, this is one way to bring distributors into the process and make them feel good about the effort too.
There are other ways to utilize the Internet and digital technology to “personalize” the end user experience with your brand, such as members-only promotions, brand sneak peaks and early order programs. Contact me at firstname.lastname@example.org if you’d like to read more about our clients’ experiences with any of these processes.