The reason this theory works is that it focuses not only on acquiring new customers but in keeping the ones you already have. That is the real key to maintaining and growing a business.

If we look at the bathtub theory of marketing, your business is the bathtub and it has cracks and leaks (customers leave, go out of business). Your acquisition programs are the faucets that help to fill the tub with water (new customers). Some customers stay put with consistent purchases, some just don’t need you very often, and then some leak out and move on. The interesting people liked other tubs (competitors) better or felt like they were mistreated or they could not afford to stay in your tub anymore. The trick to keep the bathtub filled is to spend your marketing money in the most efficient way. When you can plug the leaks (remember, you can’t plug them all) then you are succeeding.

So what methods will help you keep filling the tub? Direct mail is very efficient at all points from prospecting thru follow-up after a purchase. These days it seems like with the big online push, we have forgotten how well direct mail performs. You need a constant flow of marketing to keep filling your tub. Whether you are a B2B company or a B2C you need to continue to market yourselves effectively. Combining online and direct mail, with its tactile nature, helps to increase awareness in the recipient’s brain about your product or service. Even if they set it aside now, it will still be there later, for reference.

Now you can’t fill your tub with just anyone. You need to find the right people who need your business to help them. The right people are the ones who need what you offer, can afford what you offer and have a history of using businesses such as yours. Direct mail lists are targetable. You can direct your message to the right people. The more right people you have, the less leak out.

If you need help filling your tub, call us 619-448-6111 or email info@eyecomm.org. We are glad to help!

Click here for more marketing tips.