Modern marketing: A digital dialogue with your clients
Our fans are far more loyal than they should be.
Think of all the technologies we have sold these enthusiasts: every kind of tape from 8-track to cassette (reel-to-real at least offered high fidelity), Beta and VHS. We have sold them CD and DVD and we all know Blu-ray will eventually die a slow death in favor of streamed video content. I can’t even fathom how many copies of Star Wars and Dark Side of the Moon I have bought - and I anticipate I will be buying them again in some crazy future format that is even better than what we have today!
We sold our early-adopting customers HDTV (when there was not an iota of content – remember the Sencore boxes?), HD Audio, Mini Disc, a slew of home control systems (think Colorado VNet and Phast) that limped along despite our best efforts. Today we are selling them 4K and Atmos, again, with no native content. Yet our clients remain loyal and keep coming back for more in the latest and greatest innovative technologies.
That said, if you are not messaging and/or marketing to them, you are missing the boat. If your clients don’t hear from you, they are buying Kayaks, Jacuzzis and fancy watches. How are you staying in front of them? Here’s a tip: email works! In my experience, when using your organic email list, our open rates are 20%+. Some open rates are as high as 40%+.
I know many of you think that sending a marketing email will wake a sleeping giant. I have talked to a number of dealers/integrators over the years and I know that, in many cases, the system you installed in your client’s home was never actually finished. There is still a lighting scene or a button on the remote that should be re-programmed to put the finishing polished touches on your labor and complete your customer’s satisfaction.
Jeannette Howe is currently a Free Agent seeking full time employment. Previously, Ms. Howe was the founder and Executive Director of Specialty Electronics Nationwide (SEN), the specialty home theater and CI buying group. Prior to SEN, Ms. Howe was the National Membership Manager for Home Entertainment Source (now ProSource). Once upon a time she was Director of Membership for the Professional AudioVideo Retailers Association (PARA). Early in her career Ms. Howe was the Audio Buyer at Magnolia Hi-Fi and she worked at Tweeter in a variety of positions including Audio Buyer and ”Swill Master.” Ms. Howe is an avid champion for the specialty independent channel. Please see her resume at http://tinyurl.com/jhurl. She can be reached at 949-369-7670 or Jeannette.Howe@Yahoo.com.