The Campaign - First Steps

I know I am stating the obvious here, but sometimes that’s the best place to start. And when it comes to marketing the two more important things to start with are: a product/service and a list of prospects.
Let’s start with the product/service. How well do you know it? It is important, very important, that you know it inside out. If you don’t, find out who does and learn everything about it. Especially who is the intended end user and use that information to build a comprehensive Profile of the Perfect Customer for that product/service.
Now we are ready to move to prospects. Once the profile of the end user has been completed, look at your list of prospects and divide them into three categories based on how well they fit the profile of the ideal customer. Taylor three different campaigns for each group.

• Group 1 - The ideal customer. They need as much specific information as possible because the product/service is perfect for them, and the more information or samples is sent to them the quicker they will respond to the campaign. This group also needs fewer incentive - price, additional services, etc - because the product itself is all they need.
• Group 2 - Too much information may put them off of the service at this stage. It could make them feel it is too much for them. Focus only in the areas that meet their needs based on the parameters used when profiling them. Some incentive may help to bring the response sooner.
• Group 3 - Their need for the service/product is too low. A few of them may convert into customers but this will depend on their curiosity, budget, interest in the incentive. In some cases it will not be cost effective to target this group because the ROI is too low.

(There, I have thrown in the first acronym. I think that means I should leave it here for today).