Ellis Communications, L.L.C.

Retailers Who Survive the Troubled Economy
Are the Ones Who Emphasize Customer Contact

 

FOR IMMEDIATE RELEASE	CONTACT:  Tom Ellis
April 15 , 2003	Ellis Communications, L.L.C.
	Phone (623) 780-4558
	E-Mail tellis@nutritionalmarketing.com

Nutritional retailers who want to survive the turbulent economy and grow their business must place an emphasis on making contact with their customers and prospects.

"I know these are tough times," says Martin R. Baird, president of Phoenix, Ariz.-based Nutritional Marketing. "I know it’s hard to see a light at the end of the tunnel that isn’t a train.  I also know that now is the time to ‘touch’ your customers and prospects more than ever."

            Baird offers the following five tips on maintaining customer contact.

Number 1 - Studies show that you should start at 18 contacts per year.  Some studies even recommend contacts numbering into the high 20s. 

Number 2 - This doesn’t mean you just call customers 20 times a year or send them 20 letters.  "It takes variety to generate the best possible return on your investment,"  Baird says.  "People like to be contacted in a variety of ways during the year.  They may want to read articles you send them or listen to you speak at a seminar."

Number 3 - Information passed along during these contacts should not be limited to your industry or business.  "Your customers want information they can use in all areas of their life," Baird notes.  "This could mean information about organic gardening, hiking or sailing.  The subject matter should mirror your customers’ needs and desires."

Number 4 - Addressing your customers’ needs helps you stand out from the crowd that sends generic information people see all day long.  "You are positioned as different," Baird says.  "You stand out and that is a good thing.  This approach also gives you more latitude in your communication.  You can do more fun things that will get your target market’s attention."

Number 5 - Marketing budgets are tight, so consider using e-mail to make your contacts because it’s cost effective and generates results.  Also consider joint promotions.  "Who else is trying to reach your target market that is not a competitor?"  Baird asks.  "Do they have a list of people who would want to learn more about what you have to say?  Could the people on this list be interested in your products and services?"

Leaders see opportunities when others only see the obstacles, Baird notes.

"Now is a good time for leaders to see the amazing opportunities that are out there for those with the fortitude to go after them," Baird says.  "Will you be the one that continues on?  Do you have the courage to do the hard thing now, knowing that it will pay dividends in the future?"

Nutritionalmarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented nutritional retailers who are demanding information that helps them market their business, meet the needs of their customers and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of retailers’ marketing materials that is provided at no charge when the critique is posted online for all nutritional professionals to read.  Nutritionalmarketing.com also offers an electronic forum where retailers can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers. 

Nutritional Marketing may be reached at 480-991-6421.