Adjust your marketing to your market changes.
OK, that idea seems obvious to the extreme. But sometimes what should be obvious is hidden in the mundane.
A report came out recently from the CTIA, the mobile phone trade association, that points to some changes we all may want to make in our customer marketing, especially at the small business level. According to Nielsen Mobile, an arm of the familiar Nielsen survey folks, cell phone calls have remained at a fairly constant level each month for the past two years. But the CTIA reports, that Americans are now sending more texts than phone calls each month–by 150%, 357 text messages versus 204 calls!
June 2008 reported 75 billion text messages sent by Americans (yes, that’s billion, not a typo), a 160% increase over the 28.8 billion text messages sent in June 2007. Of course, this rise in use is driven by teens in the 13-17 year old age group, but my anecdotal evidence says some of those messages are also going to parents and their text numbers are rising along with the teens, just at a slower rate. I would show some of these charts, but the CTIA is being fairly protective of the information; you can download a 10-page summary of the report.
Here’s what this means for small business: It is time to think about changes in the ways we contact customers. Some customers will prefer a text message, especially when a simple notification is all that is required. Think about the dental appointment reminder call; the pharmacy pick-up call; waiting for a table at a restaurant; the car servicing reminder and the call for pick-up; the dry cleaning; all simple daily actions that take time for a business and time for the customer. This model extends to all sorts of services businesses where customer contact is infrequent, services such as landscapers and pest control businesses.
In the commercial business, this same texting works for businesses that have a regular product delivery to their customers. A simple follow-up text to the department head or purchasing agent after each delivery when the delivery is handled by a driver and the receipt is handled by receiving clerk, the text action fills in the gap between sales calls and operates as a constant positive reminder of service and products delivered.
A side benefit is that you collect the cell phone numbers of your customers; not to be abused and heavily marketed to, but to be used as a way to build your brand while delivering superior business value. This actually is a very efficient post-sales activity masquerading as great service. And you build a closer relationship with your customer as well as gaining another contact point through their cell number.
One drawback is that texting costs money, but many cell phone users have unlimited texting plans which are available for very little cost. You can hold the text cost down on the business end by using the online texting services or sending to the phone by email. You can even automate a portion of the action, but remember this is a post-sales activity and there should be some personal interaction in the message (quantity delivered, time delivered, any number of important aspects of the delivery). This represents an opportunity to head off mistakes before they become a big problem.
This is not social media as we generally define it these days, but it is a medium which is social and two-way communication is possible if the customer chooses to communicate. This is not the broadcast social media of Twitter, with Twitter’s constant status updates to a broad group of followers. Twitter has it’s place for business, especially following and solving service and brand problems (you can Google the stories on Comcast and others solving customer problems through picking up hints on Twitter).
This is definitely something to think about applying in your business before your competition gets there first.