What is good consumer marketing data? Good business marketing data is: Accurate – The information is reliable. Current – Lapsed information is designated as such. Comprehensive – Data is linked together to reveal the complete picture of the customer’s relationship to the brand including past, present and potential experiences. Descriptive – Offers snapshot of customer […]

What is Relationship Marketing? For most marketers this term is probably familiar. From it’s commencement, a relationship marketing emphasis meant brands were recognizing the need to move beyond a series of transactional campaigns. Terms like customer lifetime value, data driven marketing and buying process reflected a growing awareness of the need to understand and address […]

What is a customer worth? I am surprised how often the answer to this question is “We don’t really know.” Most marketers have a pretty good handle on customer acquisition cost because this number is often used as a benchmark to value marketing campaign spending. Assigning a numeric value to customers can be challenging for […]

Relationship Marketing Benefits Your Business My previous blog post discussed ways that customers benefit from a Relationship Marketing Strategy, but today I’d like to highlight some company benefits. If your company doesn’t have a strategic Relationship Marketing plan in place, you are suffering greater attrition rates and lower customer satisfaction scores than if you had […]

Relationship Marketing and Long Term Value Relationship Marketing recognizes the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With endless search options at consumers’ fingertips, in an age where inboxes are filled to capacity and people are overwhelmed with clutter and information overload, it is worthwhile to strongly […]

Oprah Winfrey’s success is largely attributed to her ability to connect with others. The finale of Oprah Winfrey‘s talk show was all about the one thing that made her a billion-dollar success: the unique connection she made with millions of viewers for 25 years. In what she called her “love letter” to fans, she made […]

Persona development can be compared to painting a portrait.  As an artist focuses on how to illustrate the features of his subject, a marketer must learn to identify the attributes and characteristics that defines his buyers. Last week I wrote a post defining personas.  This week I’ll begin with some tips gleaned from this transcript, based on the […]

How would you rate yourself at connecting with your customers? Do you have the ability to predict their preferences?  Any inclination of what keeps them up at night? Do you understand their behavior patterns? How familiar are you with their schedules? What activities take up most of their day? Have you identified their priorities (note […]

At first glance it would seem that the formula for marketing the business of assisted living is pretty simple. The senior population is growing, so the need for senior care is growing. All a company has to do is to offer that care and they will have a growing (and successful) business. However, anyone in […]

In America the singles are a diverse group, running the spectrum from young moms to elderly retirees. Consider the following: Singles comprise 45 percent of the U.S. population, Singles represent a stronger than average market for catalog, online and direct mail purchases of books/music/video, computer products, footwear, tickets, electronics and credit cards. And there are […]