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Marketing Tactics: Leveraging the Digital Transition to Stimulate Custom Installation Sales (1/2/2009)
By Leslie Stevens, Eclipse Marketing
With the Digital Transition taking place region by region, you have a great reason to contact your customers. Even if many homeowners in your target market already have digital TVs, it is still a topic of interest to them. Take advantage of this unique opportunity to re-connect with your customers and generate stimulating conversation. There are a few simple sales and marketing strategies you can employ to maximise this transitional opportunity.
You have a unique opportunity to leverage the Digital Transition to generate sales of your custom installation products and services. You can easily accomplish this goal once you understand that your knowledge is a valuable asset. Your customers will place high value on your information and see you as a 'go to' person for the latest in technology.
While you might be hesitant to use the Digital Transition as your sales aid, consider this... cable companies are spending millions to promote the Digital Transition even though their customers don't need to make a change. Why? Cable companies understand the importance of being seen a technology leader.
To get started, decide on a few marketing strategies that you can implement to stimulate conversation with customers. Much of this will based on the type of business you operate, such as a retail centre, showroom for custom installations only, etc. Below are a few marketing ideas to consider for all types of businesses.
If you have a retail showroom, hang some posters to stimulate conversation. You can also place Point of Purchase (POP) displays by your TV displays. Provide employees with buttons they can pin on their shirts that say 'Ask me about the Digital Transition'. Train your staff to bridge conversation between the Digital Transition and the custom installation services your company sells. Conduct a brief weekly meeting with your staff to review this strategy. Discuss what works and what doesn't work for your company.
If you have a retail store or showroom, host a technology event in your retail location. Partner with a TV supplier to have a drawing for a digital TV. If you're not sure how to go about it, just ask your sales representative. Consider hosting a regularly-scheduled event until your region completes it transition. You can conduct short presentations on digital transition. Offer snacks and beverages. Hang some balloons to make it festive.
If you like writing, provide a column for a local magazine or newspaper. If you don't like writing or don't have the time to write, find a college student or employee who does. Magazines are always looking for good content. Your article(s) will benefit you in two ways:
1) You will be seen as the technology leader in your area.
2) You will get free exposure in your local market without having to pay for print advertising. Simply contact the editor and suggest your topic to them. Ask to have your article featured on their website as well. It doesn't hurt to ask. All they can do is say no, and you just might be surprised.
Another way to communicate with customers is to send them direct mail, such as a postcard or a self-mailer tri-fold. Your literature should include more than just the Digital Transition, it should also feature your custom installation services. After your mailing, depending on the quantity, follow-up with a phone call to your most important customers. Position this call as a courtesy call to them. Ask them if they have any questions about the Digital Transition, then move the conversation into your custom services.
By implementing a few simply marketing strategies that focus on the Digital Transition, you can open your doors to new sales. This is true even when your customers are not in the market for a digital TV. The important issue is to keep in contact with your customer with new and fresh information.
Leslie Stevens is the President of Eclipse Marketing, provider of professionally-designed and cost-effective marketing tools to electronics integrators. The company also provides Member Marketing tools to CEDIA, PARA, TechHome and NASBA. To view affordable marketing tools available visit the website below, and note that readers of HiddenWires are entitled to a free Word document cover letter with any order.
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