I worked with a CMO twelve years ago who complained about the changing marketing environment he was forced to deal with.

“It’s so complicated I just don’t know what the right decision is most of the time.”

Take note, this was twelve years ago. Marketing in general, and Relationship Marketing in particular, is a whole lot more complicated today.(...)
Read the rest of The Relationship Marketing Matrix – Bringing Order to Chaos (352 words)

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© James for Hipkin's Hip Shots, 2011. | Permalink | One comment | Add to del.icio.us
Post tags: Customer Relationship Marketing, Heavy Users, Marketing Strategy, Marketing Tactics

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While traveling to LA last week, I had an experience with Thrifty Rent a Car that was an opportunity missed, an opportunity for them to demonstrate that customers are important.

So what happened? Nothing exceptional, really, just a routine transaction that, if handled differently could have, at no cost to Thrifty, begun the shift from Thrifty being a product with a name to a brand with which I have more than a transactional relationship.

I have a history of back issues, which are exasperated by flying and driving rental cars. Going to LA requires both but mostly driving, lots and lots of driving. This may appear to be a tangent but be patient, I’ll circle back here shortly.(...)
Read the rest of How Thrifty Missed an Opportunity to Create a Brand (490 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | 2 comments | Add to del.icio.us
Post tags: Business Strategy, Customer Relationship Marketing, Customers, Relationship Marketing Principles

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Business often thinks about marketing as a zero sum effort.

“You pay me this much and I will give you equal value in return.”

Well, to be effective, marketing needs to be positive sum.

“You pay me this much and I will give you equal value and this much more in return.”

This is a challenging concept for companies top accept. This may be the result of the tyranny of revenue. But, if you can move past the zero sum game and embrace positive sum marketing, you can gain significant competitive advantage and generate commensurate revenue growth.

Lets sketch out the argument.(...)
Read the rest of Effective Marketing – a Positive Sum Equation (623 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: Best Customers, Business Strategy, Customer Relationship Marketing, Relationship Marketing Principles

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