Tag Archives: new information

Win Back Former Customers

photodune-7706815-mail-xsIn a recent issue of Harvard Business Review, the featured topic was Marketing In The Age of Social Media. It’s a great read, with information on Branding, Crowd Culture and Social Media. The article discusses the challenges facing companies today. Be sure to pick up your copy – either at the newstand or online. In this same HBR issue, there’s an article on strategies that companies use to win back customers that they’ve lost. It reminds me of a former job I had in the corporate world. I worked for a firm in the insurance world – an industry that churns its customer base fairly often. We decided to add an annual marketing initiative to try to win back former customers. It was an inexpensive campaign and one we could measure fairly well. The idea was to select 1000 former customers and mail something to them quarterly, with a letter asking for their business. We called it the “We Want You Back” campaign. Each year, this list brought us at least 100 more customers. Here’s how you can plan your own campaign. Read More...

Do I Want My Company To Be Found?

Yellow pages telephone directory, open. Shallow depth of field.For many of my clients, that’s the real question. Some say that they don’t want to claim their free business listing in an online directory because they can’t control any feedback that might result. So they don’t register with Yelp or Angie’s list or SuperPages or any of the other directories. Essentially, these businesses are afraid they are going to get a bad review, or someone is going to say something that may not fully represent their company. Read More...

Communicating Your Effective Message

photodune-4870507-communication--xs(1)You have a target message, now you have to make sure people get it. Unless your prospect sees your message, and remembers it, your message will fall flat. So find a way to make sure that the way you communicate your message is also different. Focus on these key points. Read More...

Activity versus Productivity

Do you know the difference? There may be a lot of activity going on, but nothing is happening. Sound familiar? Many of my clients complain that a few of their prospects are literally “sucking the life” out of them. You may know what I mean. Prospects ask questions. Come back later for more information. You leave phone calls and send emails but don’t get any replies. And then a few weeks later, they’re back again, asking more questions. Just when you were about to step away and not bother to pursue that lead any longer, they’ve hooked you again. And the process continues. Read More...

Who’s the best in sales?

I’ve had this discussion with several of my clients lately. Good sales people, it seems, are getting harder and harder to find. And just how important are they? Very. In last Sunday’s edition of the Washington Post there was an interesting article in the business section – “Leaders sell, and the middleman does it best.” Here’s the online link. Read More...

Branding, or Re-branding? Which is it?

We’ve only been in business for ourselves for a couple of years now, and already we realize it’s almost time to rebrand! How can that be? We’re a marketing firm for heaven’s sake, shouldn’t we have planned better? Read More...