Circulation Strategies That Measure Up

The Blueprint

Developing a contact strategy for marketing to customers and prospects gives you a blueprint for reaching your goals. A defined contact strategy forces you to identify your segments, define your plan and set forth a program for customer communications and prospecting campaigns.

In the b-to-b environment, customer and prospect contacts come in all shapes and sizes. Big book mailings, spin-offs or small-version catalogs, postcards, e-mails, trade shows, sales calls, and outbound telemarketing are all methods for contacting customers and prospects. Each applicable method should be considered in conjunction with the others when building an overall plan. How will the media work together to support one another and to achieve the overall goal?