CTS Marketing Makes a Global Splash
Colorado Time Systems (CTS) was created in 1972 as a spin-off from the Test and Measurement Division of Hewlett-Packard. The Loveland, Colorado-based company provides cutting-edge timing and scoring products for aquatic venues. The display division – Colorado Display Systems (CDS) – markets full color video displays, animation displays and scoreboards for baseball, track and field and other sports.
Already more than 85 percent of universities in the United States rely on CTS products and the company has embarked on an aggressive, international growth initiative.
China, India, Europe, South and Central America
CTS opened its Hong Kong office in 2004 and has partnered with the China Swim Association to provide CTS equipment for all its member organizations. "The market in China is huge," said CTS Marketing Manager, Tina Wallen. "They're hosting the 2008 Olympics and plan to have more than 10,000 aquatic venues in operation by then. The potential is astounding."
This year, the company will also pump up marketing efforts in South and Central America, Europe and India.
Q: How does CTS communicate with this growing base of customers?
A: Just like their Olympic-caliber timing systems…electronically
CTS began distributing a monthly eNewsletter to customers and prospects in 2004. "About 30 percent of our readers click through to at least one of our stories or features," said Technical Writer, Anne Jordan. "I can't think of any other form of direct marketing that would achieve that kind of interest."
Jordan said the eNewsletter's most popular feature is "Tips and Tricks. It's written by our customer service department and helps our customers get the most out of their equipment. It offers service and maintenance tips and provides answers to frequently asked questions."
With a distribution list of 11,000, CTS actively promotes its eNewsletter on its Web site and other ongoing marketing efforts. They add about 15 new subscribers a week.
To better understand and respond to customer needs, CTS recently used its eNewsletter to survey its customers. "We received almost 600 responses," said Wallen. "We were able to compile the data quickly and share the resultswith our sales and service staff. Our out-of-pocket costs were $375. If we'd used conventional mail we would have spent more than $8,000 in postage alone and the response rate wouldn't have been as high. It's so much easier and convenient for our readers to respond while online."
The Key to Readership? Focus on the Customer
Jordan says the key to building readership is to "focus on what the reader wants to read, not just what you want to tell them."
"But sneak in what you want to tell them every chance you get," adds Wallen with a smile. "Many company newsletters focus too much on sales. We try to provide information on industry events and trends and how CTS can help meet their needs. We want our newsletter to focus on customers. So much of our business comes from word-of-mouth. We want the swimming coach or Aquatics Director to mention his or her positive experience with us when the baseballcoach is considering new timing or scoreboard equipment. People will listen to recommendations from those they respect."
Feedback
"Sometimes the feedback we hear from customers is negative," said Wallen, "However, in our survey, we asked customers how we were doing and, overwhelmingly, they were positive. In fact, one wrote back, 'CTS is the gold standard in the industry.' We shared their comments with our entire group here in Loveland. It was reassuring, especially for our service people, to know that, hey, 'you're doing a great job!'"
Jordan and Wallen also took note of feedback from another reader: Anita Sayed, the company's president and CEO. She said, "The newsletter is probably the most important marketing tool we have today."
To check out CTS's eNewsletters, visit www.coloradotime.com and click on "News and Information." |
