Best Relationship Marketing Practices: Your Plan

The core purpose of your relationship marketing plan is to direct a well-coordinated program of messages to your company’s target audiences that both individually, and collectively, accomplish corporate goals and help you become recognized by customers, employees and shareholders as the leader in your line of business.

Your Relationship Marketing Plan Will:

• Establish a clear point of differentiation – introduce your Value Proposition and outline your Best Practices.
• Create greater awareness of your company’s full range of services and demonstrate greater cohesion throughout all areas of your business.
• Create awareness of and support for the absolute need to have a consistent, company-wide and customer-focused approach as a long-term business and marketing strategy.
• Measure results and continually improve the processes by which you achieve those results.
• Match staff and budget resources to the priorities of the objectives of the marketing communications plan.

Your Value Proposition

A Value Proposition is an offer that profitably delivers unique, perceived benefits to your target customers better than the competition.

Your Value Proposition is three fold:

• Strength of products – No one will deliver a higher quality product.
• Delivery of services – Innovative delivery.
• Economic benefit for customers – Value added services to help customers compete more effectively.

Your Messaging Strategy

In developing a messaging strategy for your company, significant weight should be placed on your core strengths:

• Breadth of services.
• Client service and fulfillment.
• Commitment to the marketplace as demonstrated through range of products and services and extent of client base.
• Experience of management and key personnel.
• Vision for the future.
• Through use of your relational database, identify key customers and target key messages and products.
• Increase cross-selling opportunities and penetrate current customer business.

Plan to Maximize Relationships: Your Key to Success

Your Relationship Marketing Plan is the blueprint to how you interact with and react to your customers both current and future. This is the face of your company in the marketplace and when carried out effectively can be the lynchpin to long-term success.