I have a list of potential customers who I must 'interrupt' in order to get their attention. I have a website where they can join a mailing list, but for one reason or another my potential customers don't or won't search for my software. I expect to finish the software around Aug 2010, but I would like to start a marketing campaign before the product is at v1.0.
I have a rough plan of what is needed, but not sure if this is right or not.
Step 1: Break the current list of potential customers I have down into geographical areas so that I can target an area at a time. The reason for this is that my software is likely to need a demo in person and it makes sense to set up demo's in the same area, instead of spread around the country.
Step 2: Email the list of people in the geographical area I've selected with information telling them about my software. I won't supply too much information here just enough to see if they are interested and maybe a screenshot. The idea would be to generate some interest and get them to join my mailing list.
Step 3: Collate the list of people who have responded and send them regular updates of progress and try to entice them in offering suggestions and features as a way of building a relationship.
Step 4: Once a relationship is built then I can suggest a demo.
My questions are
- Is this a good approach?
- What do I do about people who didn't respond? Maybe the email went to the wrong person.
- Do I follow up the people who didn't respond with a phone call or another email, or a mailshot?
How does this sound as a strategy?