What About Your Own Data Base?
In marketing I've seen only one strategy that can't miss
and that is to market to your best customers first,
your best prospects second and the rest of the world last.
I ran across the quote above this morning, and it hit me how many of you keep chasing new databases before you've done anything with your existing customers. No matter how new or for that matter how long you've been in business, your previous clients are your best audience and in turn ambassadors.
Right off the bat, there's, at least, one of you rolling your eyes and saying, "But Skip, I'm a wedding photographer, and there's not a lot of repeat business!"
First, even in the wedding category, you couldn't be more wrong. The younger the bride, the more friends she has who will be getting married and looking for a photographer. Second, new couples start families, and there's a real advantage to keeping in touch long after the wedding. Third, most brides and grooms have siblings. This is a relationship built business, and if you keep in touch, there might just be another family member walking through your door in the future.
This is a very short post this morning with one plea - before you start spending money on acquiring new customer bases, "charity starts at home." Look at your data base and think about all the different ways you can keep in touch with past clients. I'm not saying to abandon the idea of looking for new prospects, just don't ignore the gold mine you're already sitting on thanks to your relationships with past clients!
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