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Relationship Marketing Principles

Relationship Marketing is Farming

August 6, 2009

I had an interesting conversation recently about relationship marketing with the CEO of a company I consult for. I am helping them with acquisition marketing but during this chat I suggested they consider a relationship marketing program to support the sales force. He asked me why I thought this was a good idea. We talked [...]

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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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Relationship Marketing’s 5th Principle — Relationships at Risk

June 15, 2009

Your best customers often represent 110% or more of your profitability. They are your lifeblood. But, they are often taken for granted. The fifth of the five Relationship Marketing Principles is, “The second most crucial time is when the relationship is at risk.” There was a DirecTV dish on our house we moved to California. [...]

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