I am expecting some scepticism regarding the results we can yield but on a personal level I am confident of developing new business from every part of our plan. What is crucial to success is the identification and separation of different customer types who use our service. Furthermore we need to understand what is valuable or useful to them.
For example the communication required for consumers who travel once a year with us compared to the businesses that travel on a daily basis will be very different. What our vehicles look like might be most important for a leisure customer but cost centres on an invoice might be more pertinent to corporate clients.
The channels we use to disseminate this information must be considered carefully: mixing messages may alienate followers. We need to understand the different channels a social media campaign could use. Furthermore as a number of customers live in other countries (on different time zones) we should post messages at times relevant to them.
I guess we need a timeline of what we plan to communicate; where we plan to communicate it and what we expect to gain. Potential new business could be returned within a few weeks but the more intricate parts of our plan may take years to come to fruition. Either way, each and every part of our plan needs to add value. Otherwise, why do it?
