Relationship Marketing Principles

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 [...]

Read the full article →

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. [...]

Read the full article →

So how brave are you? It’s the perfect time for innovation

May 14, 2009

A team I managed did some great work for our client, work which was recognized by the Direct Marketing Association and awarded a Silver Echo in the telecommunications sector. The team and our client went to the DMA conference to receive the award. It was exciting and gratifying. We also saw all the other award [...]

Read the full article →

← Previous Entries

Next Entries →