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Next Generation Direct Mail
At some point in the future, almost all direct mail will be personalized to reflect all the data the sender has accumulated or discovered about us, including our past actions–online and off. That's because, as recipients, we are more likely to respond to highly personalized mail, making the mailing effort more profitable. In the meantime, the…
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Innovating, planning with options, and giving up on timelines
Over the last few months, I've been trying to move my project at www.CreativeHouston.org into a full-fledged startup company. Since I am an innovator, I want to use leading-edge organizational tools. The company will be a Texas Public Benefit Corporation. We'll use the new crowdfunding platform LetsLaunch to raise funds. I've felt embarrassed by missing…
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Why business owners take action: GEMPS
Remember GEMPS! The decisions made by independent business owner/operators are driven by a need for Growth, Ethics, Money, People or Self-fulfillment… and I bet the order of importance varies by person and probably over time. And I suspect these drivers don't much apply very much in larger businesses where decisions are made by teams. Flux Studio Notes: Stop…
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Mailchimp’s chief customer officer shares ways to get closer to customers
More than any company I've found, Mailchimp works to create better listening opportunities with their customers. It's not enough to pay attention when customers speak up. We have to prompt customers to share. At Mailchimp they try to make it fun and productive. Fast Company: MailChimp’s cofounder shares the best ways to get to know your…
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Best practice… Get out… the newsletter
If you work in a big company and your job is getting the newsletter out, you have challenges, but the newsletter gets out there. For people like myself, independent or in small organizations, regular release of the newsletter is hard. Getting a newsletter out is a matter of "showing up." You wouldn't miss an appointment…
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Customer empathy games proposed by IDEO
IDEO has developed a very good program to help companies get their employees to empathize with customers. If employees are not users of the product, customer empathy is always an ongoing challenge. Harvard Business Review: To Get Employees to Empathize with Customers, Make Them Think Like Customers, 2018-Sep-28 by Erin Henkel and Adam Grant What’s the…
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Why innovation sucks
It's not the fear of failure… it's the agony of learning too late! Yes & Know Blog: What do you need to know? 2018-Sep-19 by Nilofer Merchant There’s a learning curve for all new things. We need to learn the interdependencies of decisions, what people are capable of, who is good at what, what key…
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The leading edge in strategies for customer loyalty
As ad agencies invest more in time and effort to understand behavioral science, new strategies are being developed to deepen customer loyalty. Transactional loyalty is being left behind as if it were just price discounting (which it is). The Wise Marketer: Four Loyalty Lessons from Behavioral Science, 2018-Sep-18 by Charlie Hills 4 lessons for loyalty…
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Better customer relationships require contextual analysis
Every time a supplier misinterprets our customer behavior, we get a little more frustrated. Most CRM systems don't even have the ability to track the context of a purchase. So the salespeople and customer service representatives have to take the initiative, find out what's going on, and record it. The companies that figure out how…
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Metabolic myths
My personal experience is that you need to weigh yourself daily and chart what you're eating. (Similar to a food diary but easier.) Download my chart. I've discovered the easiest way to gain weight is to overeat protein. Desserts are less of a problem. EVERYONE is different! Vox: What I learned about weight loss from spending a…
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