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Brand & relationship building activity online. Not directly selling your product or service to your cutomers. No special offer, mega discount and no screaming call to action saying ‘Buy this right now!’ So what’s the point?

Some marketers view brand building activity as a waste of time, money and resource. It’s not trackable some say, you can’t monitor the impact is has on your brand say others.

We’ll why not try this next time you’ve got a sales promotion in the pipeline.

Split your database 50/50. Send half of the database some handy updates about your product or service. Perhaps a little while later send them some tips, videos or a feedback platform they can interactive with. Send the other half of the database nothing. Then when you email out that sales promotion see which half of the database is the most responsive. My guess is it will be the 50% that you spent time talking too and building up a relationship with.

It’s important to win the permission to ask your audience the difficult questions. In our experience to get that permission requires a little brand & relationship building activity.