The one cent difference
Here’s a nice marketing idea. Postal rates are going up a penny here next week. Boo Hiss. But every cloud has a silver lining, if you’ve got your marketing head on. A real estate agent who farms the area I’m currently staying in (farming is the real estate agent term for nurturing a list of…
What is a Loyal Customer?
Just found a post on the Human Being Curious blog, called What is a Loyal Customer. It defines a loyal customer as having the following characteristics: A loyal customer will buy what you’re currently selling, and whatever else you come up with. A loyal customer feels more like a partner than a transactional buyer. Loyal…
Marketing doesn’t stop when they come in the door
A new restaurant a block away was offering 2 for 1 lunch combos to get people in the door. Smart marketing – it overcomes resistance to trying something new by giving people an irresistible offer. It increases the restaurant’s gravity. It worked for me – I went! But sometimes marketing isn’t enough – if the…
Pump up your gravity
Every business has gravity. Some businesses, like Wal-Mart, Google or Starbucks, have lots of it. Others, like the restaurant around the corner or the commoditized printing company, have very little. When a business has a lot of gravity, customers stay in orbit around it. When a business has little gravity, customers fly away into Space.…
There’s nothing as valuable as…
… an existing client! Listen to this: a friend wrote to his cellphone provider in the Netherlands to cancel his contract (he’s moved from there and doesn’t need a phone anymore). The company writes back, saying stay with us please, and as a carrot offering a year’s contract including 90 minutes of free calls a…