- Brand-Building: The Limits of Engagement by Joel Rubinson
Suppose you learned that most of your brand's buyers are switchers: that only 15% of your customers are highly loyal to your brand and account for maybe half of sales. The harsh reality is that that's a typical pattern for ...
- 13 Essential Social-Media 'Listening Tools' by Clay McDaniel
You're a marketer who's hip to the idea of social media: You have a blog, you know Facebook inside and out, and you can Tweet with the best of them. But the big question is, Are you listening as well ...
- Suiting Up for Customer Loyalty: Email That Fits by Stephanie Miller
For every email marketer who has ever heard an executive say, "Email generates revenue, just send more email," this one is for you. Most email marketers care about their subscribers and want to provide a good experience. But sometimes, business ...
- Micro Branding—Macro Results by Martin Lindstrom
The better you are at involving your customers in the philosophy of your brand, the better they'll understand why you're special.
- Eight Steps to Creating Brand Evangelists
by Mack CollierJust as sports teams have fans, brands have evangelists. And just as each fan feels a sense of ownership in the team, a brand evangelist has that same sense of ownership in the brand. That sense of ownership gives brand ...
- Overlooked Brand Components—Every Touchpoint Counts, Especially These
by Elaine FogelAs marketers, we often spend considerable time on developing creative logos and brand identities for our companies or organizations. We may ensure our Web site is well designed and easy to navigate, and our marketing collateral is top-notch. We may ...
- Engaging Millennials - How to Win Their Brand Loyalty
by Elaine FogelThey're born between 1979 and 2001—the kids of Baby Boomers and the nation's most racially and ethnically diverse generation. They have strong opinions on which brands they'll buy and for which employers they'll work.
They're going to have a huge ...
- How to Turn Complaints Into Brand-Loyal Customers by Robert Grede
The ultimate goal of any marketing campaign is to create brand loyalty. You want customers to remain loyal to you no matter what price your competitors offer them, no matter what product substitutes they offer, no matter what services they ...
- Brand Loyalty—How to Build It, How to Keep It by Ted Mininni
What does it really take to cement brand loyalty?
In addition to time, patience, commitment, and sound brand management, what else can marketing executives do to build and maintain brand loyalty? Especially in an age when the consumer has so ...
- Innovative Ways to Attract Female Consumers
by Gerry MyersIf your company isn't looking at the latest trends in marketing to women, focusing a significant amount of your resources on this market, and generating innovative marketing ideas, you are missing out on a substantial amount of revenue.
Women have ...
- Marketing to the MySpace Generation (and the Economics of Social Networking), Part 2 of 2 by Cliff Kurtzman
In Part 1 of this two-part article, the author looked at how MySpace (and the social networking industry in general) has evolved. Here in the second part, Cliff examines how he has applied what he has learned and observed to ...
- The High-Tech Marketing/Business Model Boot Camp: Give Me That Thing Called Love by Nilofer Merchant
Do your customers look at your products with the same eager anticipation as they once did? Have your customers stayed "married" to you? Would you consider them still in love—or waiting it out until someone better comes along?
- Retail's Marketing Management Challenge by Rishi Bhandari
As retailers strive to touch consumers at every step of the purchase cycle, retail marketing has evolved to become a mosaic of mass-media branding, tactics for driving store traffic, in-store experience, and loyalty programs. It's a lot to manage, but ...
- The Six Ps of Creating Lasting, Profitable Customer Loyalty in Highly Competitive Markets
by Stephen DreesUnfortunately, many companies see the creation of a loyalty program as the panacea for endemic customer turnover, churn, and dissatisfaction. This wish couldn't be further from the reality of what a program can reasonably be expected to achieve. The truth ...
- Two Birds With One Stone: The Disarmingly Sensible Way to Growth and Profit From Existing Customers
by Reg Price, Don SchultzOutraged customers are true problem children. They not only defect but also (often) depart in a storm that is time consuming and de-motivating for your staff. Alternatively, delighted customer's actions bring real benefits. Their profit impact brought about by their ...
- Lessons in Experience Marketing: The 'Sideways' Wine Club
by Dave Chambers
Imagine a California wine club modeled after the movie "Sideways"?
Sure, it sounds cool. But there are many inherent challenges -- the decay curve on the "Sideways" recall, for example, and the fact that marketing a sensory product online is ...
- Leveraging Customer Feedback in 'Coproduction Experiences' by Peter Honebein
As marketers, we are continually investing in strategies that set customer expectations about how our goods and services will perform. Through advertising, sales meetings, product demonstrations, and so on, we craft a message that we think clearly sets a compelling ...
- Cause Marketing: Good Deeds as Good Business by Sherlyn Manson
Consumers want to align themselves with brands, employers and even investments that stand for something we believe in and that we can feel good about.
Here's how smart companies are responding (and how your organization can, too).
- 10 Ways to Love (and Respect) Your Customers by Jeanne Bliss
Getting customers to love you starts with showing them the respect they deserve by making it painless (and eventually a joy) to do business with you.
- Congratulations—Someone Hates Your Brand! by Rick Nobles
Did you get a letter from someone who was offended by your latest TV spot? Did someone send you an email saying you suck? Do you have a group of angry folks boycotting your brand?
You should be smiling. Having someone ...