Have you ever wondered how all the "hype" in our society began? It probably started with a marketing consultant trying to create a consumer campaign.

As much as we complain that we are fed up with commercials and "gimmicks", in reality marketing is a fact of life. We like marketing. Marketing allows us to justify a multitude of sins, from buying items we may not need to vacations we can't afford. Marketing also guides in the wise purchases we make. Everything we do is influenced to some degree by marketing. When does it stop?

Many firms feel that marketing stops when the sale is consummated. The wise marketer realizes that marketing doesn't end with the sale... it just takes a new direction.

How many repeat customers would the auto companies have if they stopped their marketing efforts with the sale of the first automobile? How long would dealership service departments remain in business if all the "hype" stopped after the sale? Where is the greater profit ?... In the showroom or the service area? How much marketing does your firm do after the sale?

Let's take a minute and explore some of the marketing activities that continue after the sale has been made:

• Client surveys - What do your customers have to say about you and your products or services.
• Thank you notes to clients - Keep your name and company in their mind.
• Newsletters - Be the bearer of timely news about new products... trends in the market.
• Special offerings - For your customers... keeps them coming back.
• Community involvement - Are you visible in your community? Do you sponsor golf tournaments, fun runs, charitable functions?

All of these efforts are aimed at keeping existing customers. This is marketing.

Increased market share can be obtained form three sources:

• New customers
• More business with existing customers
• Reducing the loss of customers

How effective is your marketing program to existing customers? Do you:

• Plan your marketing to existing customers with the same care as for new customers?
• Value your service business?
• Calculate profitability for both new and existing customers?
• Know the lifetime value of your customers?

Where does all the hype end?... it doesn't. Even morticians market their services!