The term “incursion” is defined as “an invasion or attack, especially a sudden or brief one.” If you just read that and are under the assumption that, while interesting, it has absolutely nothing to do with your current or future marketing efforts… you might want to think again.
By far, one of the best ways to take your targeted mailing efforts to the next level is to create a competitive incursion of your own. Yes, your competitors will always be there and yes, they will always represent something of a challenge. But that’s not to say that they don’t also represent a unique opportunity just waiting to be taken advantage of, particularly when it comes to your marketing strategy.
The Art of the Competitive Incursion: Breaking Things Down
To really make the most out of a competitive incursion, you need to focus on two core ideas: your ability to out-market sudden new entries into your marketplace, and your ability to capitalize on competitor exits.
To speak to the former idea, a sudden competitor exit creates something of a power vacuum in the marketplace. That company had reams of loyal customers who now have nothing to be loyal to – it’s your job to use targeted direct mail to reach out to them extra hard and bring them over to your side of the field.
Out-marketing invaders is all about getting the “home field advantage,” so to speak, by analyzing your competitive market BEFORE developing a marketing strategy. Essentially, it means that you’re seeing how the market is responding to the sudden arrival of a competitor so that you know precisely how to best respond as a result. It gives you yet another chance to really speak to what makes you unique and it’s a perfect way to level the playing field before your new counterpart even knows what hit them.
With the right data selections and marketing analytics, it is very possible to re-mail non-responders with more intriguing offers than ever, and to both retain AND grow past responders with the right loyalty offers that arrive in their mailbox at precisely the right moment.
DynamiCard’s experienced marketing consultants can help with all of these goals and more, allowing you to leverage sudden changes in your industry to your advantage and create the best possible competitive incursion that you need when you need it the most. To find out more information, or to learn more about what analytics driven direct mail can do for you, please don’t delay – contact us today.
