Executive Wisdom Consulting Group recently completed a consulting assignment for an importer of equipment and machinery. We evaluated the client base of this business and of the 3000 customers in the client management system for which records were maintained; we determined that approximately 500 customers provided more than 60% of the purchases. So, instead of posting the standard quarterly equipment catalogue to the entire customer base, we recommended our client mail a personalised and customised catalogue to those top 500 customers. The standard catalogue was still posted - but only to the 2000 mid-level customers. Finally, a postcard offering the standard catalogue was despatched to the remaining 500 or so customers who had not purchased anything from our client in the last two years. This way we shifted the marketing investment from low end customers to the premium-class customers. The firm has increased revenues without adding to last year's marketing budget.
