D4 (otherwise known as Directory4) is an advertising and marketing agency that promotes for small businesses. While competing against some of the bigger online directories, D4 has created a dozen websites that target consumers in specific industries. The sites are online resources that are used when looking for services in specific markets and industries. This has allowed their clients to effectively promote directly to their target audience.
The company has contracted advertising services from as little as $500 to as much as $30,000 per year. Hertzman mentioned that, “No matter how small or large the account is, all of our clients get the attention they deserve. At the end of the day, it’s about making your customers know that you have their back.”
As opposed to just sending out holiday cards to their clients, D4 makes an effort to stay in touch with their clients at least once every few months. In response to "How D4 manages to do that" Hertzman replied that they dedicate about 2 days per month to call all their clients to see how everything is going. They call them CCC’s, short for Customer Care Calls, and although it takes more time to call upwards of 500 clients rather than sending a mass email, it provides them with an edge over the companies who aren’t willing to, or can’t, do it.
The CCC’s lend to the company’s excellent customer service and has resulted in their success. The relationships they build with their clients has upped D4’s renewal rate from 52% to 87% over the past 18 months.
While some companies work only 9-5, the D4 office is always, as they say, "bumpin." Employees have been known to arrive as early as 7am and leave as late as 11pm. With their extended effort, they successfully contribute to the profitability of the organization.
Something to take away from D4’s experience is to ensure that clients have to come first. It’s not about how much money you can get from them. It’s about making sure that your clients can trust you and are satisfied in working with you to reach a greater goal. It is at that point that they will be more than happy to spend their disposable income with you.
D4INFO’s marketing and advertising services includes directory profiles, website creation and design, social media promoting, customer loyalty programs, google pay per click campaigns, email marketing, direct mail services, customer data collection, customer analysis, customized review cards, search engine optimization, online education and consulting, and business blogging.
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