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More Is Not Always More
Chocolate and cash aside, often less truly is more – especially when it comes to quality versus quantity in marketing. We’ve said it many times at 1to1 regarding such messaging as direct mail and email: Don’t blast out every communication to every customer. Sometimes the blast is appropriate, but in most cases, targeted relevancy should prevail.
It turns out that the rush for more in marketing is prevalent in another area that could perhaps be better served by a less-is-more approach.
According to a recent study by the Phelon Group, most customer-reference programs are measured on the quantity of references gathered instead of the quality of those references. Yes, it's important to have enough references that none get burned out by being asked to speak with too many prospects. But the point the study makes is that organizations should be able to measure the impact of its customer references through such metrics as customer retention, referability, and repurchase. I’ll add one to that: referrals.
Take a look at one aspect of a referral program: case studies. Many of the customer case studies available on companies’ websites that I’ve come across recently are more fluff than substance. A meaty case study that shows real actions taken and solid results gained, in my opinion, is more likely to spur a prospect to take some positive next step -- whether it’s to ask for more information about the provider or email or call for a meeting, etc. -- than one that’s stuffed full of fluffy adjectives and not much else. A handful of high-quality case studies show off a vendor or provider’s capabilities much more than do a mass of effusive yet empty ones.
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