The following was posted on the Email Yogi Blog by my colleague Reagan Taylor in August:
You’re being tested every minute of every day, and you may not even realize it. Your customers and prospects are savvy, they know how to compare your offerings in person, online and through popular opinion to determine availability and get the best offers.
As a consumer, you’ve probably browsed an item online then decided to go to the local store to purchase. Think back to that experience, did you buy the exact item you saw? How did the experience compare to your expectations? Were you hoping to find an un-advertised promotion?
Top marketers consider the recipient they realize that they could be part of the target audience and they consider what is necessary to motivate their own purchase. These marketers take the evaluation process a step further, testing their processes and channels to see what the potential consumer sees. This is the best way to determine validity and insure that your channels are working together take the challenge, make sure your seven channels are coordinated:
- Store/ Branch
- Internet (including Website, YouTube, Communities etc.)
- Call Center
- Mobile Offers
- Paper (catalogs, flyers, brochures etc.)
- Self Service (Kiosk/ ATM)
And don’t forget the possible eighth people. You have existing customers as well as the prospects that got away did they test you and go elsewhere? These people could either be helping or hurting your brand.
