Category: How to market systematically
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Growing versus sustaining a brand
New research by Professor Byron Sharp, which is valid, shows that the bulk of purchases do not come from "loyal" customers. His marketing theory is that business growth must be based on attracting the attention of non-loyal customers and non-customers. He also spends quite a lot of time making fun of marketers who promote brand loyalty as…
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Gamestop follows its customers, not the critics
GameStop is always getting grief from market analysts who say they will fail as did Radio Shack with their mall stores and their focus on selling games in boxes. But the 32 million people participating in "PowerUp Rewards" provide GameStop with up-to-the-minute data about customers. Over the last year, GameStop has followed these customers into mobile: VentureBeat: CMO Roundtable: Turning…
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Four straightforward steps to start customer journey mapping
We recently went through the painful process of creating journey maps for a newly identified set of personas with one of my clients. Persona development was not tough because feedback from a recent increase in communications had demonstrated that customers had different information preferences. We couldn't afford to verify with research, but we did layout…
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CRM is a mature management practice, like financial accounting
Most professionals are confused about CRM. They see it as a piece of software that helps them collect information about customers and remind them what to do next. Actually, customer relationship management is a mature business practice, similar to financial accounting. In fact, you could think of your company's CRM as the way you track…
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Coach your sales team to share content for more efficient selling
David Meerman Scott has a good slideshare explaining why we have to shift to using content to generate leads in the era of permission marketing. Since we can no longer interrupt people, we have to either develop or own content or constantly be on the lookout for good content to share with our prospects and…
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To profit from your data, share it with an expert
Analyzing our marketing data takes a very different skill than helpling customers or managing our sales force. When I want a break from difficult decisions and demanding co-workers, I drop down a relaxing data hole. Does sorting, editing and analyzing customer records NOT sound relaxing to you? Then you need to work with someone like…
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Finding a center where we can collect connections
Sometimes I feel run ragged from keeping up with all the different groups I belong to. But instinctively, I know that have a wide range of connections is vital to growth. Focus is important but limiting. We have to position ourselves to grow in new directions. Edge Perpsectives: Where Do You Stand? The Shifting Ground…
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Move good customers, don’t just track them
Collecting information about customers has gotten easier than ever, but much of what's collected is just easy-to-get and not easy-to-use. Keeping data clean and useable is expensive and you better know why you're maintaining it. O'Reilly Radar: A Good Nudge Trumps a Good Prediction, 2014-Jul-18 by Simon Chan In this case, I was going to…
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Amazon continues making itself indispensable
I confess that well-deserved pity for Hachette authors has not led me to boycott Amazon. (Hachette can take care of itself.) As a book lover, Amazon has done more to improve my quality of life than any traditional publisher. Kindle, wish lists, free shipping for the patient, excellent search capabilities, a sound recommendation engine, and…
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Ask people to be consistent… they’ll try.
When you're trying to get people to follow you, don't ask them to support your ideas… instead tell them you'll help them be more true to themselves. New Yorker: I Don't Want to be Right, 2014-May-19 by Maria Konnikova It’s the realization that persistently false beliefs stem from issues closely tied to our conception of…
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