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After a caller to the trade-only 800 phone number received the value-added brochures, the nearest dealer was given a referral. The dealers were to follow up with an in-person meeting, providing the prospect with more in-depth explanations of occupational footwear programs. Each industry category had its own product brochures.
Ponseti & Partners recognized dealers and store managers as important “customers” needing relationships and communication. We developed ongoing programs of contact with them to help them understand the Lifetime Value of a Customer, the importance of data collection and maintenance, and how to use the marketing programs effectively.
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