Priority Group One-to-One

The Content Below Explains Micro-Marketing as a Concept.

It is possible because technology supports person-to-person communication.

CLICK HERE to explore P121's unmatched Micro-Marketing System.

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Micro-Marketing Fundamentals

Micro-Marketing communicates with individuals based on their goals and their stage on the Client Path.*

  • The ultimate goal is loyalty and its fruits: long-term repeat business, cross-sell and referrals
  • The journey to loyalty will include each stage of the Client Path
  • Failure to execute at any stage of the path ends the journey
  • The Client Path must be viewed as an individual journey that involves three critical YES decisions

       - I will actively explore your offering (typically meaning "listen to your value presentation")

       - I will become a new client

       - I will continue to do business with you (ideally including cross-buy and refer)

  • The messaging and action that earns each YES is tailored to stage on the path. *
  • Effective messaging must resonate emotionally in the mind of the recipient. "Here's how I will benefit by taking each of these steps." **
  • In a noisy, competitive marketplace, progress requires repetition...ongoing reinforcement of your value story, often involving a blend of communication vehicles.
  • It is commonly accepted that 10-20 "touches are necessary to achieve and maintain relationship traction.
  • Practical matter, automated campaigns are needed to help busy people consistently achieve required touch count.
  • Because email is glutting as a follow-up medium. physical alternatives are required.


A DEEPER DIVE INTO THE CONTENT MANAGEMENT SYSTEM

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* Often called the Client Journey, Client Path Marketing was trademarked by Bill Corbin in 2009.

** GEICO provides a helpful illustration. They first "sell" the value of spending 15 minutes. During that 15 minutes, they will attempt to sell insurance policies. Later efforts will seek loyalty and its fruits.

Worth a Discussion!

For over 10 years, we have fine-tuned this concept including the practical, in-the-trenches ways to bring it to life for you. An exploratory discussion will help you dial in and visualize specific possibilities.

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