• Not All Targeted Marketing Looks the Same

    Targeting is the foundation of any highly effective marketing campaign, but there are different ways to slice and dice your list based on your marketing goals. Here are four different ways to target your audience. Which approach might work best for your next marketing campaign? 1. Demographics.  Demographics such as age, gender, ethnicity, and household […]

  • What Matters More Than Products, Services, and Price? Customer Experience!

    When two companies offer similar products, what differentiates one from another? It’s more than the price. There is something even more critical when it comes right down to it. It’s the customer experience. While “customer experience” can be an overused buzzword, there is a lot of truth behind its importance. At lunchtime, for example, there […]

  • Keep Them Thinking About You

    In marketing, there is one thing worth more than gold. It is top of mind. Being top of mind means that when someone thinks about your product category, they think of you. Delivery services? Most people think of FedEx and UPS. Soft drinks? They think Coke and Pepsi. Laundry detergent? Tide. Are you top of […]

  • Effective Communication Breeds Customer Loyalty

    Are you up for a surprise? In a customer satisfaction study of 10 major industries, nearly three-quarters (72%) of respondents indicated that they were delighted with the products or services they purchased, yet 88% said that they were willing to switch providers for any reason! How can this be? If customers are happy with the […]

  • “Do You Really Know Me?” From: Your Customer

    To create genuinely personal communications, you need to know your customers. This requires more than knowing basics like name, address, and gender. It requires knowing more about who your customers are.  Let’s take an example from the world of sports. For example, when we think of hockey fans, we might think of demographics such as age, […]

  • Customer Retention Ideas That Don’t Involve Price

    Since the start of the coronavirus pandemic, businesses have faced challenges due to the growing instability in brand relationships. Especially during the early days of the pandemic, buyers often switched brands due to changes in availability, logistics, and their own economic situations. This quickly challenged businesses’ assumptions about their customers’ loyalty and spotlighted their customer […]

  • How to Stay in Touch Without Being Annoying

    What makes for great direct mail? It’s content, but it’s also timing and frequency. The ideal number of mailings is often said to be eight to ten per year. However, while repetition is essential, you don’t want to annoy people either. To be effective, you need to strike a balance. One of the ways you […]

  • Get More from Your Print Budget with Retargeting

    You make a significant investment in your print marketing. Yet even with the most targeted, well-concepted campaign, sometimes you don’t net the sale. Why?  Often, it’s because many conversations need to be kept going before they bear fruit. This is where retargeting comes in. Once a prospect visits your website, you target them again (retarget them) […]

  • Want to Sell More? Keep It Dripping!

    If you keep hearing the term “drip marketing,” there’s a reason. It’s a powerful lead nurturing tool that works.  The marketer sends (drips) regular marketing communications, often through multiple channels, with strategic precision designed to move a prospect through the sales funnel over time. It uses a combination of direct mail, email, mobile marketing, newsletters, […]

  • Keep the Conversation Going!

    When do you engage with your customers? Is it only when you want to sell them something? If so, consider extending the conversation. Customers are more loyal when they feel that you care about them personally, not just the bottom line, so here are three ways to keep the conversation rolling. 1. Touch base . […]