After our meeting last week, Lewis consulting agreed to undertake the exciting challenge of developing and implementing a new-age marketing program that will help target demographics that McBride has had little success in penetrating. The following document outlines how Lewis consulting will perform market research to gather the criteria your target customers will respond to, as well as what types of media McBride Financial Services should look to utilize. This document will outline how to use today’s technology to McBride’s advantage.
To get started with the McBride marketing plan, Lewis consulting proposes to first begin market research. This research will take approximately 90 days and will consist of purchasing email-marketing lists from organizations such as Dunn & Bradstreet that target professionals. The purchased lists will be broken down into separate organized lists containing contact information of Professionals that may have the potential to purchase a home or a second home, a list of retirees and a list of young families that have outdoor interests. With these lists, Lewis consulting will begin organizing mass email marketing campaigns that will allow the tracking of what each user clicks on within the email. These “clicks” will help allow Lewis consulting to determine the top verbiage or images that entice a user to open the email. The results of these campaigns will be compiled in a database for analysis. Once the analysis is complete, Lewis consulting will create a strategic direct mail and email campaign to generate an expansive prospect list.
After determining the final prospect list, Lewis consulting will begin work on a comprehensive online and offline strategic marketing operation. To properly market to McBride’s three strategic demographics, McBride will need to undertake 3 unique marketing plans.
Marketing to the professional demographic can prove difficult, as most...