Articles in the Direct Marketing Category
Direct Marketing, Email, Prospect Conversion »
Here’s a bit of role play for you – imagine you run a convenience store. One of your customers fills their basket and walks up to the till. You run the items through the till and tell them how much it’s going to costs. But instead of getting their credit card out, they just walk out of the shop and leave their shopping behind. Now tell me – wouldn’t you be a little curious as to why that customer hadn’t paid for the items they’d spent so much time loading …
An old boss of mine once said to me, ‘Our job is to get the phones ringing’.
Granted, this was in the days before the internet but it does really seem to be a pretty limited ambition for a marketer, and it’s not a mantra I’ve pursued throughout my career.
Sitting in my CIM Diploma classes, I seem to remember there being 7 P’s in the service marketing mix (Product, Place, Price, Promotion, People, Process, Physical Evidence – I’m quite impressed I can still remember them!) so why should we only be …
High spending customers take time, creativity and focus to reel in, but the rewards far outweigh the efforts.
I mentioned in my recent post on marketing segmentation and targeting that as long as a segment was profitable, it didn’t necessarily need to be substantial. Hence, a marketing segment can be as small as one.
I’ve worked right at the top end of travel & tourism and I’ve seen this phenomena plenty of times – the client who spends £100,000+ every year. These clients are like rare diamonds to be polished and cherished. …
Direct Marketing »
Ask the right questions of your customers and a pandora’s box of marketing opportunities opens up before you.
Like in so many other of life’s tasks, timing is important.
Successful retention programmes are dependent on the right offer, at the right time, delivered to the right audience via the right medium with the right execution (it’s that simple…) If you know when they’re going to travel, you’re well on your way to answering the first 2 questions.
But how do you find out? Sophisticated data mining tools to analyse your customer’s past behaviour …