Effective Advertising

Marketing to Moderate and Light Users – A Fool’s Errand

July 30, 2009

Focusing the marketing strategy on occasional customers is a mistake frequently made by marketers. It looks attractive because there are lot of them. Be careful. It’s a fool’s errand. These customers are moderate and light users for reasons that your marketing strategy won’t change. Step outside your bubble for a moment and consider what the [...]

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Data-Driven Insight – More Effective Customer Relationship Marketing

July 6, 2009

Effective customer relationship marketing is an efficient way to drive volume and growth. Easy to say, and easy to agree with, but how can you craft a customer relationship marketing program that works for your business? You start by mining the data you already have. Consumer research, and I’m sure you have lots, will help [...]

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7 Things You Should Know About Testing

May 18, 2009

Making decisions about your marketing strategy is hard. Most of the time you are guessing or, said more charitably, using your instincts. Well there is an alternative. You could be testing to see what the best course is. But testing is hard, you need to know math and stuff. Well, not really. Here are 7 [...]

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