It might be correct to tell a basketball player that the best way he or she can score points is to dunk the ball through the hoop.
Correct, that is, if the player is, say, 6’6” or taller.
That advice, however, is not very useful for a player that’s 5’6”.
Mon, Oct 14, 2019 — A Practical Implementation Guide for Small- and Mid-Sized Business Executives Mark Coronna, Area Managing Partner & CMO, Chief Outsiders with Todd Eberhardt, CEO, Dynasty Leadership Consulting Somewhere in the historical development of Marketing language the concept of an Ideal Customer Profile emerged. You can find frequent discussion of this concept if you are reading marketing blogs today—it is definitely a “buzz” term, and legitimately so, if you understand the power of the concept and apply it to your customer acquisition programs. We’d like to discuss how to practically implement the concept of an Ideal Customer Profile and talk about why it’s important, as well as how it can dramatically impact your business, when applied to your Marketing and Sales programs.
Thu, Oct 10, 2019 — Part 3 of 3: Winning Retention Marketing Strategies Retention marketing isn’t meant to replace acquisition marketing, but to work alongside it as part of your growth strategy. The activities associated with retaining customers and/or increasing customer value through re-purchasing or up-selling products and services, is less expensive than acquisition marketing. While you need both acquisition and retention marketing, you will get a better return from your investment in retention marketing and create customers for life. In the previous blog post, we discussed how to develop a retention marketing program that specifically addresses the needs of your business. But are there proven retention marketing strategies or tactics that should be considered regardless?
Fri, Sep 13, 2019 — Part 2 of 3: Developing a Retention Marketing Program As we learned in my previous post, retention marketing encompasses the activities associated with retaining customers or increasing customer value through re-purchasing and up-selling products and services. It’s anywhere from five to 25 times less expensive than acquisition marketing—and done well can reduce the expense pressure of acquisition marketing to grow your business. Retention marketing should be a part of any business growth strategy. Retention marketing involves communicating with your customers in a way that helps you nurture and keep them. This should be an ongoing priority for the business with buy-in from the top throughout the entire organization. After all, you’ve all worked hard and spent a lot of money to acquire those customers.
Fri, Sep 6, 2019 — Part 1 of 3: Why retention marketing should be part of your growth strategy If you are losing customers at almost any rate, you are jeopardizing your business growth strategy. Every lost customer creates a hole that you must fill before you can claim any new customer growth. The more customers you churn, the deeper the gap before you can realize any revenue or profit growth.
