Recognition-Based Marketing

For years I have taught my computer consulting business clients to integrate what I call “recognition-based marketing” into their promotional mix.

In a nutshell, you sort for news of people matching your target market who have been recognized in some way. When you find one, you begin a carefully designed direct mail sequence that ties the recognition to a logical offer. When done right, conversion rates for this kind of promotion are extremely high.

It is one of the most effective yet least utilized strategies I teach. It’s also dirt cheap…

Anyway, I was pleasantly surprised to see this tidbit over at Small Business Blog outlining the same strategy being used by a restaurant. See Community Leads: A Pat on the Back.

I’ve successfully used this strategy with computer consulting businesses, web design businesses, over a dozen different kind of retailers, and a half dozen other B2B business types. It works extremely well.

How will you integrate it into your business?

{ 2 comments… read them below or add one }

1 Anonymous June 22, 2004 at 4:06 am

Michael –

Sorry this doesn’t relate to the post specifically.  Just wanted to let you know I dig your blog.  Thanks for all the great input!

BJ

Reply

2 Anonymous June 22, 2004 at 9:06 am

Michael –
Sorry this doesn’t relate to the post specifically.  Just wanted to let you know I dig your blog.  Thanks for all the great input!
BJ

Reply

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