How many problems in business can’t be solved with an influx of good, profitable customers?

Lets identify those profitable customers, and persuade them to spend more dollars with you.

Chuck McKay

You’ll find specific information on the Fishing for Customers website to:

…..1. Identify your best customers, and make them twice as profitable.

…..2. Catch netloads of new customers for your business.

…..3. Win back and reactivate former customers.

…..4. Develop true customer loyalty, rather than simple customer retention.

This “how to” information is free.

Some of these techniques are simple, and I’ll do my best to provide all of the information you need to undertake them.  If you can implement the ideas on your own, good for you.  Glad to help.

If you find any of the concepts confusing, (or too tedious), you don’t have the time, or if you simply don’t want to, no problem.

Consider having me do it for you.

Normally, once we’ve spent some time on the phone, and have determined that it makes sense for us to work together, I will start by visiting your market.

1. I’ll spend a day with you and your key personnel learning about your business, your customers, and your competitors.  If you have a customer database we’ll conduct an RFM Analysis.

RFM allows us to determine which of your customers are valuable enough to warrant separate marketing campaigns, and conversely, those on which you shouldn’t invest another dime.

2. I’ll go into stealth mode and visit your competitors. They’ll each be scored using a proprietary Customer Experience Index, and rating them on more than 100 points of customer contact.

The CEI identifies specific areas of your business (and your competitors businesses) that make impressions on customers.  Pick the right half dozen changes, and watch the resulting word-of-mouth explode your image.

3. Using competitive information which you provide, along with data from the U.S. Bureau of Commerce and the Bureau of the Census, together we’ll calculate your Share of Voice and Share of Market.

We’ll use these numbers to create a reasonable estimate of your potential growth.

4. Using your data we’ll calculate Lifetime Customer Value. LCV is a good yardstick by which to measure the amount you can profitably invest to acquire each new customer.

5. Do you have a business web site? I have a team of professionals which use another proprietary checklist to examine that site.

We’ll look for mechanical issues such as accessibility, broken links, browser code compatibility, search engine optimization and other usability issues. We’ll check legal issues such as privacy and copyright. And finally, we’ll take a good look at what you expect your site to accomplish, and whether or not its doing so.

6. I’ll perform a Retail Gravitation Analysis to determine which locales are most likely to shop with you.

Your radio and TV ads cover the whole market.  By targeting certain neighborhoods with direct mail, flyers, and specific signage, watch how 1+1+1 can quickly equal 5.

7. Together we’ll analyze the current advertising of each of your competitors.  We’ll evaluate each of their “positions” in the minds of customers.  We’ll uncover opportunities to establish unique positions of our own.

For the next 20-30 days I’ll immerse into the information we’ve collected, conducting additional research, crafting the creative, and detailing your marketing elements.  This is the part in which art meets science.  Left brain and right brain.  Mission critical facts inspiring unfettered creativity.

Roughly 30 days after the on site visit, you’ll receive your Master Strategy Analysis and Marketing Plan.

This document typically runs 35 to 45 pages.  It summarizes the creative strategy, media choices, and budgeted costs.  Your plan will include examples and enough detail that you, or an employee acting under your supervision will be able to implement the entire plan.

Of course, for a modest additional fee I can handle the plan execution as well.

My Fees

As you might expect, fees will vary with the degree of difficulty of your project.  As a ballpark, a single location business grossing $2 million to $5 million per year, can expect to pay $7,500 to $10,000.

I’ll happily consider one-off projects, too.  Especially if they’re interesting.

Call me.

We’ll set a time for a telephone interview to see if it makes sense for us to work together to create that influx of good, profitable, customers.  My number is 304-523-0163.  I look forward to the call.

Enthusiastically,
Chuck McKay
Your Fishing for Customers guide