How do I market to a family business with a strong patriarchal figure?

Watch below as we answer:

Featured strategists are:

Adam Long - General Manager, Step Change Marketing

Andrew Durack – Head of Copy and Insights, Step Change Marketing

John Hagerty – Managing Director, Be Business
About Stump The Strategist:
- Questions from the floor, answered live in nine minutes
- It's opinion, not advice
- Step Change charges clients for advice, Stump The Strategist is free

Many marketers begin with targeting new clients, but the easiest way to make a sale is through your existing client base. As a rule of thumb: If it costs $7 to acquire a new customer, it only costs $1 to get an existing customer to repurchase
Try using a Net Promoter Score to assess what your clients are saying about you. Ask them how likely they are to recommend you to someone else, on a scale of one to ten. If they give you a nine or ten, give them an incentive to talk about you, like a bottle of wine for them and a friend. If they give you a six or less they are probably already talking about you, but not in a good way. Make sure you call them immediately to fix the problem
Targeting the patriarch may not be your first point of call, or the best strategy. Instead, try targeting the key influencer or second in line and build a relationship through them. They often know what needs to happen and might be more open to outside help
Start working with people who see the need for change. Organisations like the Family Business Association specifically target family owned businesses
Put a positive spin on what you're doing – you're keeping families together. Create an auto-responder email campaign with videos that portray this. Frequency of contact will ensure they remember you and talk about you