Don’t Miss the Opportunity

Made Essential Reading on 28 May 2010 Lee Lomas

I had an interesting chat this weekend with an old friend who was part of the organising company for the excellent GolfLIVE event held at Stoke Park.

I found the web site for this event before it went ’officially live’ because I am interested in the activities of her company and the events that they organise. I registered with the site and also entered a competition on it and in the following weeks leading up to the event ……….I heard absolutely nothing from them!

As I said to her, I couldn’t comprehend why they weren’t giving me a nudge every now and again via email to see if I was buying a ticket. I was a prime candidate, I had shown interest, the event was less than 30 miles away from my home and yet they weren’t talking to me.

In fairness, my friend felt that I had fallen through the net rather than there having been a full scale failure in part of their marketing of the event.

My point, and the reason for writing this, was that the cost of acquiring me for the event was almost zero especially when compared with expensive advertising in the golf magazines. So – do you make sure you follow up on the ‘easy wins’, even if they may be small, or are you always looking for the game changing deal?

An expression of interest, such as my registering on a web site, is not always an immediate buying signal but it is an invitation to start a conversation with a potential customer (ensure you include an opt-in button on the registration page). Good email marketing with engaging copy and utilising a good tool, can tell you more and more about your existing and potential customers. It can tell you what they are interested in so that you can continually refine your message to better engage them.

Don’t miss the opportunity to talk to your potential customers.