There is no reason these days not to have personal relationships with every business and resident in your town. Don't have the time, you say? It's time to leverage the power of good data!
If you have a database of every resident and business in your town with some key demographic or firmographic information combined with a well-designed and automated contact matrix, you can expect to maintain meaningful relationships with everyone you serve while you sleep, eat, sit in meetings and in traffic.
In some of the earlier posts, you can find information about databases. As always, contact Lancing Direct if you need more information. Right now I want to show you how an automated contact matrix will make your life much easier (not to mention improve business and residential retention rates, reduce defection and churn, and even increase loyalty to your town)!
A contact matrix is just a fancy name for a chart that groups segments of your population (as defined by you) into tracks that make sure they receive contact from you at an appropriate frequency and with relevant messaging. As you collect more information on people in each segment, they switch tracks. For example, a new resident moving into your town would be placed in an onboarding track so that they receive a hearty letter of welcome from the mayor and important information from the council on when to put out their trash, how to license their dog, and maybe something extra about a project being worked on that will benefit them in some way. After a few weeks, a postcard is sent to them inviting them to attend an upcoming town meeting. The postcard directs them to a personalized web site where they can take a quick survey and weigh-in on topics important to them before the meeting. You collect this data and use it in the future to be sure you address their individual concerns in future contacts.
Once they've registered their dog and attended a town meeting, you might consider them officially part of the municipal body and move them into a retention track. This track may have triggers such as "remember to register to vote," "thank you for paying your water bill on time," (thank you's go a long way, no matter what it's for) "save the date for our town parade next month," and "did you know about the great new retail shop in town?"
By keeping in touch regularly with this resident, you establish a relationship as legitimate as any. You also reinforce the fact that you know and care about the people you serve and give them relevant information to make them an active member in their community. Multiply this goodwill by the number of people in your town and you've just built a whole lot of trust and love in your area!
Remember, a contact matrix is specific to your municipality and your individual goals. Municipal marketing done right will return to you in a big way, so get planning! Be sure to build quantifiable measures and tests into your program to ensure success.
If you have a database of every resident and business in your town with some key demographic or firmographic information combined with a well-designed and automated contact matrix, you can expect to maintain meaningful relationships with everyone you serve while you sleep, eat, sit in meetings and in traffic.
In some of the earlier posts, you can find information about databases. As always, contact Lancing Direct if you need more information. Right now I want to show you how an automated contact matrix will make your life much easier (not to mention improve business and residential retention rates, reduce defection and churn, and even increase loyalty to your town)!
A contact matrix is just a fancy name for a chart that groups segments of your population (as defined by you) into tracks that make sure they receive contact from you at an appropriate frequency and with relevant messaging. As you collect more information on people in each segment, they switch tracks. For example, a new resident moving into your town would be placed in an onboarding track so that they receive a hearty letter of welcome from the mayor and important information from the council on when to put out their trash, how to license their dog, and maybe something extra about a project being worked on that will benefit them in some way. After a few weeks, a postcard is sent to them inviting them to attend an upcoming town meeting. The postcard directs them to a personalized web site where they can take a quick survey and weigh-in on topics important to them before the meeting. You collect this data and use it in the future to be sure you address their individual concerns in future contacts.
Once they've registered their dog and attended a town meeting, you might consider them officially part of the municipal body and move them into a retention track. This track may have triggers such as "remember to register to vote," "thank you for paying your water bill on time," (thank you's go a long way, no matter what it's for) "save the date for our town parade next month," and "did you know about the great new retail shop in town?"
By keeping in touch regularly with this resident, you establish a relationship as legitimate as any. You also reinforce the fact that you know and care about the people you serve and give them relevant information to make them an active member in their community. Multiply this goodwill by the number of people in your town and you've just built a whole lot of trust and love in your area!
Remember, a contact matrix is specific to your municipality and your individual goals. Municipal marketing done right will return to you in a big way, so get planning! Be sure to build quantifiable measures and tests into your program to ensure success.
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