Recently I introduced a good friend of mine to a new boutique in Philadelphia's Center City. She added herself to the boutique's mailing list, which she rarely does because she typically considers fliers “junk mail” or SPAM.
So when she told me the boutique was having a 50 percent off sale, I couldn't believe I didn’t know. After all, I had signed up for the mailing list, too. Somebody dropped the ball; I was never added to the list, so I didn't know about this magnificent sale.
As a business owner, your biggest marketing tool is word of mouth. To achieve this, businesses should be consistent, provide outstanding customer service, be present at networking events and keep mailing lists up to date, as they are an important tool for driving business. Compile them correctly and then invest the time necessary to keep them current.
First, separate your lists into categories such as friends and family, customers, press and networking. If you have a business such as a restaurant or retail store, consider a VIP list. That list would include writers who've written positive articles or blogs about your business, your long-time regulars and "big spenders," as well as regulars who entertain clients within your establishment.
Creating and maintaining a solid list doesn’t have to be difficult, though it does take time and attention to detail. To help you in your efforts, consider these tips:
- Find a good database-building program or use an online service: There are plenty of database services online, in addition to software programs. Look into storage capacity, SPAM notices and newsletter abilities.
- Join your local chamber of commerce: It’s inexpensive and the advantages are endless, including mailing lists, networking events and the opportunity to meet your city's leaders.
- Join social networks: Search the web for social networks, type in the name of your city or town with the words “upcoming events,” and sign up for newsletters.
Build a Media List
Target only the writers who cover your business. For example, if you own a restaurant, don't send your press release to a writer who specializes in fashion (unless, of course, you're sponsoring a fashion show in your facility for a special event).
You can search the web to build a press release mailing list, both snail mail and e-mail. Or you can gather appropriate daily, weekly and monthly publications in your community, go through each one and note which writers write for your target audience. Compile a list that includes each writer's contact information. If you want to target regional and national publications, research via the web or visit your local bookstore.
Compiling the list is just the beginning, though. Writers move around, from papers to magazines to starting their own blogs. So make sure your list is up to date every time you use it.
One thing you want to make sure you do: Send press releases for every occasion. Store promotions, charity events, new store openings and local awards such as “best of” awards bring you visibility and validation.
Build a Customer Database
Building a customer database can be tricky because customers have to submit their e-mail or home address. Offer an incentive to encourage participation. For example, do a business card drop and offer free lunch for two or a 10 percent discount off the customer's next purchase.
Create a customer feedback card and include a spot for clients to register for upcoming events or a discount on their next purchase. You can even keep a clipboard next to the register with a standard form to gather contacts. If you provide a good experience for clients, they'll usually want to know more about your business.
Make sure you have a website, and include an opportunity to “join our mailing list” on your home page. You'll be surprised at how many browsers will sign up for notification of upcoming events, private sales or discounts.
If you build a website and use it to build a database, make sure you keep it up to date. Nothing is more annoying than going to a website that has the wrong phone number, doesn't list the company's second location or is still advertising last month’s sale.
Build a Networking List
If you are unable to do it yourself, hire a liaison to promote your business. It is one of the most important self-promotion activities you can do. Hire someone who is knowledgeable about the service or product you offer. Hire someone outgoing and self-motivated.
Joining your city associations and supporting them by becoming a member benefits both parties. Your liaison should attend as many networking and fundraising events as possible. She needs to keep track of the people she meets by collecting business cards and adding them to your company’s networking mailing list. You or your liaison should set goals for attending these events, such as collecting a certain number of business cards.
Approach everything as a networking opportunity. Whether you are standing in line at the grocery store or at a friend’s housewarming, you never know who you might meet. Staying alert and open is a great way to build your mailing list.
Laura Vernola is the president of Laura Loves Philly, which offers freelance in-house marketing training and shows businesses how to keep their marketing and mailing lists up-to-date in just a few hours a week.