If you are a regular reader of this blog you know that I frequently talk about the “gold mine” of information that resides in operational data. Leveraging the information can improve marketing ROI dramatically … and quickly. Another buried treasure among all that data is information that can help you detect customers at most risk for defection. (more…)
Archive for July, 2008
Identifying Customers At Risk For Defection A Good First Step Toward Improving Marketing ROI.
Wednesday, July 30th, 2008Gas Prices Good News For On-Line Marketers.
Monday, July 28th, 2008Even though most of us wince when we fill-up our gas tanks these days, there are those who are benefiting from escalating fuel costs. No, I’m not talking about the oil producers, (more…)
Strengthen Customer Satisfaction Through Affirmation.
Monday, July 21st, 2008For years, Cadillac’s focus was to affirm the buying decision of those who purchased one of their vehicles. Here’s an old ad that speaks about the women who drive a Cadillac. (more…)
Don’t Want To Invest In Market Data? Here’s A Free Resource.
Friday, July 18th, 2008If you need the “skinny” on detailed zip code demographic data, here’s an absolutely FREE resource. Check out: (more…)
Marketing In The Digital Age.
Tuesday, July 15th, 2008It’s no secret that marketing as we knew it is no longer. Traditional strategies, ideas and formulas have an increasingly marginal role. One-to-one communication and peer sharing is transforming the success equation.
I came across an interesting video from Brian Fetherstonhaugh, Chairman & Global CEO of OgilvyOne Worldwide. He makes the point that the pillars of marketing since the 60’s: Product, Place, Price and Promotion are being replaced. Instead of the four “P’s, he sees them as the four “E’s”
Before you watch the video, write down what you think are the four “E’s” and compare answers.
Marketing ROI Disappears When Employees Don’t Deliver.
Monday, July 14th, 2008I’m standing in line with a cart full of groceries while on vacation last week at a beach community in North Carolina. Like most who rent a house for a week or two, soon after arrival you venture to the local supermarket to stock the larder with a carload of groceries. Of course, you walk into the store about the same time as a hoard of others who have just checked-in to their houses, too. You get the idea, it’s crowded.
And, then as I’m standing there, I overhear a checkout associate say to another associate … “I hate this. I absolutely hate this crush of people. They’re all in a hurry to rush back to their precious beach houses. They make me sick.”
As I hear this I look up at a huge sign that read: Welcome! We’re Down Home, Just Down The Street.”
Even though I was doing my best to “disengage” from thinking about work for a few days, I couldn’t help but think about the CMO, his staff and agency that developed the tag line to reflect how they wanted their customers to feel about their shopping experience. Not only was the associate way out of alignment with the brand , she apparently possessed little sense of a customer’s value to her livelihood.
It was a good reminder that for every dollar we spend to market a product or service, we need to consider the resources needed to ensure that those charged with carrying out the brand promise actually do so.
Otherwise, it’s bye-bye ROI.
Is Your On-Line Lead Generation Effort Growing Your Business?
Thursday, July 10th, 2008I read a recent study on the Marketing Charts Web site that addressed the effectiveness and efficiency of companies’ on-line lead generation efforts. The results revealed that: the proportion of company respondents who believe that their organizations are effectively exploiting online lead generation to grow their business-to-consumer (B2C) customer base has decreased from 44% in 2007 to 41% this year.
A multi-channel lead generation strategy is essential to achieving maximum return on investment. And, well-designed “on-line’ component can be integral to delivering more qualified and cost-effective leads.
High Beam Research has an excellent article about “the mix” you can download as part of a free trial. It addresses the basics and even for seasoned direct marketers it is a good reminder of what’s important to a successful lead gen strategy.
It’s time to fully leverage on-line lead generation and use it to drive your overall CPl dowward.
The Effects of Green Marketing: How Consumer Trends Drive Profits
Wednesday, July 2nd, 2008In an earlier post we talked about how the “green” movement is impacting marketing efforts. Here is a short video about the anticipated market size of “green” consumers, what they respond to and how companies need to approach these targets.
