What is Your 'Pop Tart'?
by Linda Hartman
On a previous post we discussed knowing your customer and the importance of a profile. Once we hook a new client, then typically we move on to the next conquest. But what if we analyzed our existing customers and learned something?
Crazy talk, right?! Yes, I know.....learn something from the mounds of data we have stored in the same data storage we actually sell......BRILLIANT!
Data intelligence was the focus of an article in the Economist magazine. Back in 2004, Wal-Mart analyzed what products sold prior to a hurricane. As you can imagine, they sold batteries, flashlights and.....Pop Tarts! It makes sense, right? But what buyer might have thought to stock up on Pop Tarts before the analysis was done?
I realize VAR marketing and B-to-C marketing is very different, however the marketing strategy is not that different. Any marketing strategy, whether its technology marketing or pre-packaged sugary goodness marketing, requires understanding your successes and repeating them where possible. From a sales perspective, wouldn't it just be easier to take what has worked in the past and repeat it, instead of recreating the wheel every time?
Having done my fair share of technology marketing research, I can attest to the fact that VARs often have so much information within their own customer data that outside lists can't support the opportunities your current customers can offer.
So, what is your 'Pop Tart'?
On a previous post we discussed knowing your customer and the importance of a profile. Once we hook a new client, then typically we move on to the next conquest. But what if we analyzed our existing customers and learned something?
Crazy talk, right?! Yes, I know.....learn something from the mounds of data we have stored in the same data storage we actually sell......BRILLIANT!
Data intelligence was the focus of an article in the Economist magazine. Back in 2004, Wal-Mart analyzed what products sold prior to a hurricane. As you can imagine, they sold batteries, flashlights and.....Pop Tarts! It makes sense, right? But what buyer might have thought to stock up on Pop Tarts before the analysis was done?
I realize VAR marketing and B-to-C marketing is very different, however the marketing strategy is not that different. Any marketing strategy, whether its technology marketing or pre-packaged sugary goodness marketing, requires understanding your successes and repeating them where possible. From a sales perspective, wouldn't it just be easier to take what has worked in the past and repeat it, instead of recreating the wheel every time?
Having done my fair share of technology marketing research, I can attest to the fact that VARs often have so much information within their own customer data that outside lists can't support the opportunities your current customers can offer.
So, what is your 'Pop Tart'?
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