Most messaging and business growth strategies focus on acquiring new clients and exclude initiatives to generate repeat business and referrals.

Three methods for growth

Messaging and growth can be greatly improved when the underlying systems are integrated and include:

1. Growing your client base
2. Increasing frequency of sale
3. Increasing value of sale

If you achieved a 20% increase in sales last year due to new clients, consider what you'd achieve by increasing frequency of purchase by 10% and unit of sale by 8%. Your growth would be 38% not 20% and the
profits substantial.

You can maximise all your messaging by ensuring projects work towards all three methods. Typical projects include: web site, corporate sales brochures e-mail and newsletters. Employee marketing might also be used to motivate and influence sales and production departments.

Some projects, such as the web site will impact on more than one area but will often
be more effective at generating new business.
It's important to have a suit of projects that develop each method. Measurement and testing are key factors to success and should be used as a basis for developing
new projects.