Transition Marketing — Making the Switch without Losing Customers!

Moving from Paper to Electronic…and moving from one electronic address to another electronic address is a challenge.

Transitioning readers, customers and potential customers can be a real challenge for marketers. During one a marketing committee breakfast meeting I had this week, we discussed how to send regular direct mail out to get the mailing list switched to an electronic email list.

The amount this non-profit organization spends in printing and especially postage is a major factor in the marketing budget.  Switching everyone or many to electronic communication would amount to a huge savings.  But there are challenges: like are the ones who don’t get it electronically some of the most important volunteers and financial donors? What about the ones who do switch to the electronic versions, what about if our communication hits at a very busy time for them and they just hit the delete key?

Moving from one electronic medium to another is just as hard — for instance this blog.  Oh yeah, “top 5000 stats” from technorati, top 25 marketing blog in Viral Garden, top 150 by AdAge… these will all go away with the new blog and have to rebuild over time.  Hopefully a short time, but definitely over time.

Today I’m switching the Feed over.  Those of you who subscribe via feedburner will see the new site, rather than the old blogspot site when you read the feed.  In theory, you won’t have to do anything, but continue reading.  Those who bookmarked my old site rather than use a feed, may have to re bookmark it.  Those who came here from an old link, will have to click one more time to http://www.brandandmarket.com.

To subscribe with the new feed, click here:

February 2009 is going to be a big switching month for marketers — right!?!  Isn’t that when the digital channels all kick in and the folks who don’t get cable or direct satellite TV find that their old antennas up on the roof don’t do anything. 

Maybe this whole area needs a name  Switch Marketing. Transition Marketing.  Moving the channel, the feed, the audience.  With the US Post Office, you’ve got NCOA – National Change of Address  With websites, you’ve got redirects. 

Managing and marketing change is a skill with a lot of details and check lists.  One thing for sure, it’s a process where there will be some fallout.

Ever changed your email address?  Phone number? Sometimes it is easier than other times. 

Do you have any tips and tricks to smooth the transition?