Who knows how it began. Did man first begin to communicate over distances by beating a hollow tree trunk or by lighting a torch and standing on the highest ground? Was this just a means of alerting friends to potential danger or were there variable messages governed by the rhythm of the beats or the way a torch was held? Smoke signals by Native Americans or Signal Flags by soldiers were a means of sending variable messages and instructions during war, at least prior to the telegraph and Morse code. And sailors relied heavily upon signal flags and light houses to warn of possible danger.
Regardless how it began, we humans thrive on communication, don’t we? We have created so many ways with which to exchange information and ideas across space and time – radio, TV, CB’s, telephones, email, texting, instant messaging, direct mail, snail mail, webinars, video streaming, YouTube, just to name a few. Whether it’s passive or active forms of communication, it can be pretty mind boggling and the thing is, each of us prefer certain kinds of communication over others. Certain media gets our attention and others don’t.
I have never been big on texting or IM but I use email extensively. Maybe it’s my fat thumbs on my mobile or maybe I just haven’t learned the lingo. I know that probably ages me quite a bit, however I think there’s an important point here. Unless you sell your product or service to a very narrowly defined, niche demographic, you probably need to consider the possibility that it’s going to take a number of different kinds of media to reach everyone in your target market with your marketing message. We all have different preferences for how we would like to be communicated to.
This is why I can really appreciate the concept of asking the question, “How would you like to hear from us?” For customers who have purchased from you or from those who have expressed an interest in your products or services, to ask them how they would prefer to be communicated to, shows that you respect their opinion and their time.
Granted, some of the forms of media cost more. Anyone can tell you that direct mail is not cheap, however if your customer or prospect really wants you hear from you in this way, make sure you comply with that wish.
There are many companies who provide printing and email services who have jumped on the multi-media bandwagon and can provide a cost effective solution to giving your customers their preferences. A sign-up website portal can be an excellent way to be able to respond to individual wishes. The real benefit is that your customers and prospects will appreciate just being asked.
So, in your marketing planning, make sure you are building in the capability to put your marketing message out there in a number of different media. It’s a little harder to manage but well worth the effort.
If there is a concern whether you have the time or abilities in-house to handle this, let us know, we’d be happy to help.