We have routine visits with our clients where we update them with what was accomplished in the previous period and what we have coming in the next. We also try to answer any questions the client has about the market, his marketing assets and their performance or planning the next strategic move.
In this context, one of the questions he asked was one of the very basic ones in marketing. Where do I find new customers to send my messages to?
Though this can be a very easy question to answer, or a tough one depending on what exactly your customer is looking for, the answer is all around you.
Just because the web has become a nice tool to market, the old ways of marketing are still going strong. Do not forget the trusty old newspaper ad, the magazine ( at least in my hometown we have scores of them) offering ad spots at very decent prices.
Then there are the collaborative mailers such as VALPAK. A few of my clients are regulars in such mailings. The returns may not be as great as some other media, but the cost for mailing is also negligible.
The lesson is this: Dont forget the old and the useful just because the shiny new thing has caught your eye!
To Ever Greater Profits ,