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How to Achieve Double Digit Growth in a Down Economy
It is a cod day in the NC mountains, perfect for reflecting on life, business, and things to come. The constant media commentary on our economical downfall has been on my mind lately. I hear what they are saying, but I don’t see pending doom for all things corporate. Yes, everything seems to cost more these days. And, some companies are failing.
Before it is all over, more multichannel companies will close their doors and/or file bankruptcy. I hate it for their employees and shareholders. It is sad to see folks lose their jobs and investments. My empathy does not extend to the management teams who are systematically committing corporate suicide. They are simply reaping what they have sown.
The connection between the company and its customers is broken in many businesses. If it is not fixed, then those businesses will fail. It is only a matter of time. [Read more →]
What’s the Purpose of Marketing?
The most common answer is “to generate sales.” If that was your answer, congratulations! You agree with the majority of people. Unfortunately, they are wrong. The purpose of marketing is to help people solve their problems.
Before you say “what an idiot!” and unsubscribe from this blog, I respectfully request that you read this post with an open mind. And, if you disagree, add your comment. (You can comment if you agree, too! This is an equal opportunity blog.)
If the primary purpose of marketing is to generate sales, how do you engage consumers? After all, they don’t have an interest in your sales volume or profitability. So, why would they respond to anything with the primary intent of increasing sales for your company? [Read more →]
Are Your Emails Alienating Your Customers?
Email is an easy way to stay connected with your customers. It is so easy that it has become the most abused marketing tool of our time. Marketing teams have discovered that they can send an email offering a discount or free shipping and immediately get results. So, they do it. Again, and again, and again, and…well you get the picture.
While they are tallying the results they want, they are also getting some they don’t. Their customers become desensitized to their marketing. It begins with a click to delete and progresses to a junk mail flag. It negatively affects the brand across all channels.
Instead of sending mass emails to all customers with the same offer, try personalizing them by your customers buying patterns. It increases response rates and average orders while decreasing opt-outs and the dreaded spam report. [Read more →]
