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14Vol2Issue22012connectx13MasterPrintGroup14columnistItx19sAllAboutTimingWhenitcomestomarketingunderstandingwhentosendyourmessagecanbeasimportantasthemessageitself.Whilemarketersaredoingabetterjobofgettingtherightmessagetotherightpersonitx19sbecomingmoreimportanttosendthatmessageattherighttime.Sendingtimelymessagesrequireshavingaclearunder-standingofyourcustomerx19ssituationtogeneratethebestevent-basedmarketingactivity.Whax1ex19stx1ciggx10x1c-Basx10dMax1ckx10x1eingThisiswheresomethingcalledtrigger-basedorevent-basedmarketingcomesintoplay.Trigger-basedmarket-ingworksonthepremisethatyoucommunicatewithyourcustomersattheprecisetimetheyhaveahighpro-pensitytopurchase.Trigger-basedmarketinganalyzescustomerbehaviortoidentifychangestriggersthatmayindicatetheneedforanewproductorservice.Cross-sec-tionsofindustryopinionssuggestthatthosewhoengageintrigger-basedmarketingprogramscanseeasmuchasa400percentimprovementinresponserates.Whilesomemightlinktrigger-basedmarketingtoemailcampaignsthismarketingtechniquecanworkjustaswellindigitalprint-baseddirectmailortextmessag-ing.Withtrigger-basedmarketingallthesemechanismsshareadirecttwo-waycommunicationchannelbetweenthebrandandtheindividualmaximizingthepotentialforaone-to-oneresponse.Trigger-basedcampaignscanandshouldbytheirverynatureusealltypesofmediax13webdirectmailsocialandmobilex13incombination.Triggersforeffectivemarketingcampaignsincludeeverythingfromlife-changingeventstoexternalmarketchanges.Followingaresomeexamplesoftrigger-basedopportunitiesthatcandrivemarketingefforts.Lifx10evx10nx1esCustomerlifeeventscanhavemajormarketingimplica-tions.Sucheventsmightincludethepurchaseofanewhomeabirthdayaweddinganniversaryormarriageorretirement.Asimpleexampleexistsinthefoodservicemarketx13somerestaurantsliketodetectprospectivepatronswhoarenewtotheareaorprovidespecialofferstoloyalcustomersonbirthdaysoranniversaries.OrganizationssuchasGuestEnginewww.guestengine.comareprovidingintegratedcampaignsprintemailsocialtohelprestaurantownersdrivemorebusinessthrougheffectivetrigger-basedcampaigns.expix1cax1eionDax1ex10srx10mindx10x1csProductsandpromotionsoftenhaveexpirationdatesthatcanbeusedtotriggeranappropriatemarketingaction.Thesemightincludethematurityofacertifi-cateofdepositorongoingandrepetitiveservicesthatrequireremindernotices.Theserangefromautomotiveservicestoappointmentremindersforpets.Forexam-pleCreativeMarketingServiceswww.cmsintouch.comprovidesveterinaryofficeswithpersonalizedremindersthatcanbeprintedorsentviaemailortexttoensurecustomerloyaltyandretentionaswellasasecureincomestreamfortheveterinarypractice.cusx1eomx10x1ctx1cansaxex1eionsChangesinpurchasingpatternsspendingpatternsoraccountdepositsalsocanindicateyourconsumersx19futurebuyingintentions.Aretailercanunderstandwhatmer-chandisetopromotenextandwhenbasedonacus-tomerx19srecentpurchasesaswellasfrequentpurchasecombinationsmadebyothercustomersinthatsamedemographic.Thetransactiondataforcustomerswhojustboughtaspecificproductcanbeusedtodetermineadd-onproductsforpromotion.Thisdataalsocanshowwhichcustomerstothankforarecentpurchasewithaspecialofferthatwillpromptthemtocomebackandspendmore.exx1ex10x1cnalevx10nx1esAnumberofexternalfactorsexistintodayx19sdynamicbusinessenvironment.Externaltriggersaretiedtochang-ingmarketconditionsandcompetitiveactivity.Externalindustry-widetriggerscanincludeindustryreshapingmergersandacquisitionsregulationslegislationandotherfactorsthatmaychangetheprospectsforanentireindustryregionorcategory.Trigger-basedmarketingmeansdeliveringtherightmessagewhenthecustomerhasahighpropensitytoreact.SowhatareyouwaitingforItistimetopullthemarketingtrigger.BarbPellowisagroupdirectoratinfoTrendswww.infotrends.comamarketresearchandconsultingfirm.ByBarbPellowAdguruLesterWundermanoncesaidthatmarketersalwayscouldfigureoutwhattosellhowtosellandtowhomtosell.Whattheyoftencanx19tfigureoutiswhentosell.Asconsumersbecomemoreskilledatfilteringirrelevantmessagesdeliveredacrossmyriadmarketingchannelsthetolerancefuseisgettingshorter.Sendingtimelymessagesx1cx10quix1cx10shavingaxelx10ax1cundx10x1csx1eandingofyoux1cxeusx1eomx10x1cx19ssix1euax1eiontogeneratethebestevent-basedmarketingactivity.