Category: Timing the marketing
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Tuning our marketing to the economic times
Instead of reacting to customer behavior, we can use publicly announced trends as a leverage point. LinkedIn has found that unemployment and improving options for online education are converging to drive a new wave of students. The managers of graduate and continuing education programs have the opportunity to reactivate the people who previously inquired. LinkedIn…
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Planning your newsletter with the time-frame measure of relationships
Newsletter frequency is traditionally every month, but weekly newsletters are becoming more popular. Newsletters that arrive without fail on the same day each week become part of many people's routine, especially if they reliably make a contribution to someone's life. Blue Penguin Development: The Friendship Illusion, 2018-Oct-19 by Michael Kat Time frame and relationship strength are…
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How American Express and IBM build B2B loyalty
Building loyalty within the B2B category can be very challenging, especially if price negotiation has taken place. Suppliers may feel they've already invested in a customer. Unfortunately, the B2B customer may not feel the same way. After the sale, the best ongoing signal of support for a B2B customer is helping them succeed with their customers.…
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Emailing responsibly (with purpose)
I'm torn by the necessity of sending regular contact to customers and the desire to wait until I have something important to say. It's a natural tension, and one I just have to confront on a monthly basis. If I haven't found something to email about at the end of the month, then I have to…
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An idea that spurs creativity: give your customers their data
What if every company would share back your data as a normal part of customer service? I work for a company that would find it very challenging, not because we wouldn't like to, but because it would be expensive to create the system to provide it. When I was collecting art, I really wanted my…
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TFS: Attention to Effort
According to Daniel Kahneman in Thinking Fast and Slow, the two systems in our brain share the use of our attention, but are polar opposites when it comes to using effort. Using System 2 means more than slowing down, it means 'thinking harder.' Kahneman describes System 2 as lazy, which means it has to be…
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Google in the morning, LinkedIn in the evening, Pinterest after supper time
Twitter after lunch and Facebook all afternoon… That's not entirely true, but it's fun to write. For most of us, just getting the message out is nothing short of a miracle, but there are better and worse times to post. Of course, the best approach is to observe your own target audience, but the Mediabistro…
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Locate your audience before you ask for their attention
As a target audience, we should generally welcome the ability of marketers to limit their messages to us, based on our location. Until they abuse the privilege… FutureLab: The Attention Economy is Now the Location Economy, 2012-Aug-30, by Dominic Basulto Now that smart phones are ubiquitous these days, with people carrying them around 24/7, it…
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Art car parade: vehicle for meaning #li
For a long time now, my favorite seasonal event has been the Art Car Parade in Houston. I must have seen it for the first time in 1989, its first big success. I haven't made it to every parade, but I've become friends with one of the artists, Susan Venus, pictured below. This year I…
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Follow the Story of a retail chameleon #li
At the GEL Conference one year, I took a NYC retail tour with Rachel Shechtman. Retail innovation is alive and well, even with high-priced real estate. Of course, New Yorkers love to shop. It's more integrated into life there. Now Rachel and her friends have a fascinating new retail adventure named Story. They intend to…
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