Marketing in the Age of Interactivity – Andrew Christensen, AccountMate and Lee Burbank, The Burbank Company

The focus of this presentation was information for companies and their marketing campaigns.  The speakers emphasized the need for companies to uniquely identify themselves and specifically define who they are.  Define your company by its goals and use a mission statement that describes to a customer what your company is all about.  The company’s goals and objectives should be outlined.  The objectives should be easily measured and be broad enough to include all aspects of your business.

Define a Unique Selling Proposition that will help to create your image.  This image should offer the customer something unique from what your competitors are offering and establishes a connection between you and the client.  What makes your company unique?

• Owners
• Location
• Employees
• Services
• Support
• Your strengths and weaknesses

To find customers, Andrew and Lee suggested using list brokers for your marketing promotions.  This sources may include mail lists, telemarketing lists, email lists and use of zapdata.com, which will sort by zip codes so that you can target your market.  The web can be used for CPA Online or a Google search.  Networking is an effective method using SIG’s and Business Groups.

Define Customer’s Desires

The presenters then focused on the wants and needs of the customer.  There were several good remarks made about defining customer’s desires.  The customer wants:

• Information now.
• To find the information intuitively and quickly.
• A customized product on their schedule.
• To share the information easily.
• Various formats.
• Open ideas that they can identify with.
• Intriguing packaging.
• To be engaged with the product.
• Just the facts.
• To be related to.
• Information on two levels:  overview and detailed
• To be excited.
• Information to be boiled down and examples to be in small pieces.
• Make it easy to learn more.

Go back to the main AccountMate Summit 2003 page, or visit our home page featuring reviews of all the top products. 

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