Archive for direct marketing

Hey…Where’d You Go?

column-movedSometimes my dog gets lonely. He’s 12 and set in his ways.

This is challenging on days when I’m out for the entire day.

Enter doggy daycare (yes, there is such a thing), where he spends his time with a pack of 80 furry knuckleheads.

He’s happy and safe there, meaning I can tend to business.

So imagine my surprise when I drove up last week to find the daycare facility had vanished. A crew was overhauling the building for a new tenant. A small sign directed me to a location two miles away where the daycare providers had moved to.

The new location was buried at the far end of a long parking lot. Though I eventually found it, my unanticipated detour forced a 15-minute delay for a client meeting.

The facility no doubt updated their Facebook page with their new address…only I rarely visit that page.

So how was I to know they’d moved? And how difficult would it have been for the daycare staff to send me an email with this news?

A bizarre concept, right? You’re changing location and tell people where to find you so they can continue doing business with you.

Failing to tell anyone (with the possible exception of those on-site the week of the move) guarantees these guys will lose business.

At some point that new tenant will move into the old location and the signage pointing to the new daycare facility will disappear.

When that happens, anyone visiting the old location will probably assume the daycare facility is defunct and find a new service provider.

Every business has a house list of current, past, and prospective customers. Over 30 years I’ve learned the most profitable organizations regularly communicate with everyone on that list.

Communications (newsletters, promotions, emails, texts, calls, postcards, etc.) should vary by audience.

Because whether you’re sharing buying opportunities, factoids, stories, or case histories, customers must be reminded why they need to have you in their lives.

Recognizing that out of sight is out of mind, regular customer outreach ensures customers think of you often and remember to buy from you.

Regular customer contact will grow your business over time, as well as helping you to weather disruptions like moving the business to a new location.