If you look around, marketers are increasing the interactivity of their sales experiences. There is a reason for it. Engaging customers
in the sales process increases the likelihood that they will buy. If you can offer real, practical advice during the sales process
that helps them make a better decision, so much the better.
One “active travel” company does this extremely well. When you go to its
website, it engages you immediately, asking a variety of questions about the type of travel experience you are looking for. For those
interested in family vacations, for example, it asks the following questions:
How old are your children?
qTeens
qAlmost teens
qYoungsters
qMixed
When do you want to go?
qSpring break
qSummer break
qChristmas
vacation
qWinter break
How active do you want to be?
qVery active
qLess active
qMix it up
What are you looking to explore on the trip?
qNature
qCulture
Based on the visitor’s answers, the website automatically recommends specific trips based on these preferences.
The results? After
the program had been in place for six months, 60% of those who went through the advice experience finished watching the company’s
trip recommendation videos. The average time spent on the site was three minutes and 40 seconds, way above industry average. Forty
percent of those who watched the videos clicked on the call to action page. Conversion rates were double those of visitors to the
site who did not watch the videos.
Not every marketer can create such a sophisticated system, of course. But you can do something
similar with simple 1:1 printing.
Send out a 1:1 (personalized) postcard inviting people to answer questions on a form on your website.
Send a personalized letter that includes a tear-out survey or an invitation to respond to a survey by personalized URL. Set up fields
in your database to hold the information you are collecting, then use that information to create laser-targeted marketing pitches
based on the known needs and preferences of your customers.
Just imagine what this might do to your conversion rate!
We can help you engage customers and increase sales with targeted, 1:1 marketing.
Contact us toll-free at 1-800-487-0488.
White Oak Printing 1180 Dillerville Road Lancaster, PA 17601 717.291.2222 800.487.0488
Copyright 2011 White
Oak Group, Inc. All rights Reserved
