As a business leader, when you strive to grow a business, contemplating the number of barriers can make growth feel unattainable. Scaling up requires us to consider all issues. Do we have enough employees? Can we keep up the needed service level? Do we have the proper...
Most of us would agree that marketing is an investment. We spend money and we expect ROI. We’re willing to do some testing to find something new that might work better, but by and large we want to make money or acquire a lead or move someone through the funnel with...
Did you know the average American household moves every five to seven years? With each move, these people will be establishing new buying behaviors and shopping at new stores in their vicinity. New movers represent a lucrative opportunity for brands to establish new...
We have talked to multiple marketers who want to be able to reach more of their loyalty program members via direct mail. Email is their current primary tactic due to low outbound cost and emphasis is placed on each store gathering email addresses at sign-up both in...
Let’s be honest. Customer churn is part of business. The question is how can you reduce it? Here are some of the ways you can keep churn to a minimum. 1. Identify which customers are at risk of churning Start by looking at your customer list. Which customers appear to...
The following case study from Marketing Sherpa demonstrates the power of looking at segment metrics and performance vs. just looking at averages. It also demonstrates the impact of reducing churn and turning new customers into frequent customers. SoftwarePundit had...
Let’s say you have a customer who purchases specific items every 6 weeks on average from you or at least finds their way to your website or store in that time. It’s been 8 weeks with no purchase. Do you know that they’ve lapsed? How do you bring them back? The first...
For decades, brand awareness has been the subject of research and study. Is branding a good investment of your marketing dollars? To what extent does brand awareness truly influence the final purchase decision? Experienced marketers know brand awareness does matter....
If you’re a driven direct marketer, it would certainly be a goal that your direct marketing would be performing better at the end of the year than it was at the beginning of the year. There is only one way that’s going to happen: experimentation and testing. The idea...
As marketers, we are surrounded by data. From in-house customer information to third-party data that rounds out customers’ demographic and behavioral profiles, we have more data at our fingertips than ever. According to InvestPro, brands that use data-driven marketing...
