Marketing Strategy: Customer Segmentation
When I am talking with a friend or colleague who wants to kickstart their marketing efforts, my approach is “simpler is better”. It’s a lot like getting off the couch and back into the gym. Often the best way is to start simple and then build up from there. So, what I’d like to suggest to you as a NIBA member firm is to get started with SEGMENTATION of your contacts and customers. Imagine the difference in experience for a commodities trader who receives an email promoting opening an account. In the first email, it has a general header that seems to focus on equity indexes and has several forex symbols shown. In the second example, the entire header is showing commodities and the first content section is specifically about the advantages of trading commodities with your firm. Which email is more likely to get their attention? Which is more...