How Does DK Solutions Target Premium Customers?
Here to discuss premium customers, Co-Founder & CEO Joel Dickstein and Director of Business Development and Alliances Akash Shah explain how DK Solutions identifies and targets your best prospects with direct mail.
2 minute read
Video Transcript:
0:00:00 – 0:00:37
JOEL: The difference between us and our competition, were the competition may find you somebody that has some of the attributes like your client base has, and they tell you that they’re target marketing for you but they may stay on the book for maybe six months, eight months, ten months, or as opposed to some of the stuff that Liran has done with, you know, this target marketing for premium customers, you know, and the look alike where we have customers that have stayed on with some of our warranty companies, you know, for, you know, 24 months, 48 months, 60 months.
0:00:38 – 0:00:50
We know we’re into eight years of doing this over the last five years. Target marketing. Listen, I don’t want to you know, I don’t want to downplay the target marketing. A lot of companies do target marketing, which is great.
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0:00:51 – 0:01:01
You know, when they really do what they tell you they do. We do, you know. But then you’re targeting for premium customers just that extra caveat, you know, that makes a difference.
0:01:02 – 0:01:17
AKASH: So two things I want to add to that actually. First off in terms of targeting a lot of the – from a lot of conversations I’ve had, whether it be at events or over the phone, it turns out that a lot of our competitors do what I call a surface level targeting.
0:01:18 – 0:01:35
So we’re talking just like age income levels. But my point being is that those are especially depending on demographic. So if you go 65 up for senior services or whatever it might be, that’s – income is not a very reliable metric.
0:01:36 – 0:01:50
So you have to go deeper. You have to get the full picture. The second thing I want to mention as well, you’re talking about the ability to retain the fact that a lot of our partner or a lot of our partners are able to get customers that stay on the books for a lot longer. Their churn rate is reduced.
0:01:51 – 0:02:06
I’m sure this is stating the obvious, but it’s always easier and less expensive to renew a client than it is to find a new one.
JOEL: Absolutely.
AKASH: As business owners, you guys know that firsthand, so I don’t need to go more into depth than that.
JOEL: Absolutely. Correct.
0:02:07 – 0:02:13
JOEL: To learn more, go to dksmo.com
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