Any consultancy needs a matrix and this is Cox Consulting's. Marketing director clients often ask which of the various activities they encourage or fund actually make an impact on current and potential clients.
This matrix summarises the broad conclusion from a range of research that there are two important dimensions which matter when assessing how clients respond to a marketing initiative:
1) the extent to which the contact is personal/warm as opposed to impersonal/cold;
2) the level of business information in the contact, whether it is business-critical or general.
The two dimensions are independent and a full range of combinations is possible. Putting them together in a matrix provides a quick means of assessing the relative impact of different activities. Examples are shown below.
Click here for a printer friendly version of the matrix in MS Word.
Activities closest to the top or right edge have most impact.
| Type of Contact | ||||
| Impersonal/Cool | Personal/Warm | |||
| Online links provided by existing adviser | Training programme on client's premises Offer of secondees |
Free advice, personal business/service review from existing adviser | B u s i n e s s - c r i t i c a l |
T y p e o f I n f o r m a t i o n |
| Relevant newsletters/updates - printed or online | Relevant seminars | Free advice,offer of personal input on key issues/procedures from potential adviser | ||
| Advertising | Sponsorship of activity of interest | Corporate hospitality | G e n e r a l |
|