Normally being "trigger happy" might not be such a good thing, but when it comes to marketing and effective advertising it can be a great thing.
Knowing what the buying triggers of your customers and potential customers are can be a great tool in making your marketing dollars go further. It can also make your advertising much more effective.
The triggers are the things that happen to people that will move them from being cold to hot when it comes to your product or service. An example would be body work. Until I either hit a deer or slide on the ice, I'm not a hot prospect for a body shop. Once one of those triggering events happen, then I'm all of a sudden in the market.
In the case of the body shop, talking about those specific events will make my marketing dollars more efficient. If I have repeated the message enough, people will associate my business with that triggering event. That's why it's so important to run consistent frequency. We don't know when that trigger happens, but we do know what it is.
The job of good marketing is to make sure you get the call when they are ready. So go ahead and be trigger happy!
-- Glen Gardner GG&A Public News Service YourNews.com Madison 608-848-8502 office 608-345-5291 cell 800-881-9146 fax gardner.glen Skype
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