Marketing Tactics

How to Avoid “Warm and Fuzzy” Relationship Marketing

May 4, 2009

Each Friday, for the past three weeks, Deb Rapacz* has posed a relationship marketing power question and explored its implications. Last Friday we published Is the era of warm and fuzzy relationship marketing DEAD? Today I provide some quick tips on how the insights in Deb’s post can help your business; some some hip shots [...]

Read the full article →

How to Take Advantage of Relationship Moments

April 27, 2009

Last Friday Deb Rapacz contributed another Relationship Marketing Power Question: Are You Wasting Relationship Moments. As with previous posts in this series I will respond with some quick tips on how to use the ideas in Deb’s post in your business. The Relationship Marketing Matrix pictured above was developed ten years ago when I worked [...]

Read the full article →

Is Your Marketing Plan
Tactics Without a Strategy?

March 16, 2009

I’m seeing this a lot lately, a Marketing Plan that is a list of tactics without a  strategy. “We’re going to do this, this, and especially this.” But why do any of these tactical ideas make sense; how will they help the business achieve it’s objective? David Ogilvy said, “The essence of strategy is sacrifice.” [...]

Read the full article →