I’m always amazed at the opportunities companies miss to cross-pollinate their marketing efforts. Here’s what I mean… Think of all the different places you interact with customers and prospects, such as: Catalog Website Emailings Customer service calls Order acknowledgements Shipping notices Packing slips Trade shows Facebook fan pages Twitter Blog YouTube Then think of all […]
Marketing Strategy
How Do Your Customers Perceive You?
How do your customers see you? Does your company have a distinctive personality that pervades your marketing materials? Do you feed your customers a steady diet of useful information that will help them think of you first when they’re ready to buy? Here’s a self-test to help answer these questions: (Click on the headline for more…)
Competitive Advantages Ready for the Taking
At the recent NEMOA conference, David Solomon, head of Lazard Middle Market’s Specialty Retail and Direct marketing Group, gave an excellent presentation on Creating Value in the New Economy. He emphasized how dramatically consumers’ decision-making processes have changed in recent years, and how successful merchants must adapt their marketing strategies as a result. Among his key points: (Click on the headline for more…)
What Merchants Need to Know About Selling Value
In my last blog post, I mentioned that one common theme at last week’s NEMOA conference was the importance of selling on value. In a presentation titled The Consumer is Changing, Are You? Lois Boyle-Brayfield of J. Schmid & Associates pointed out that all too often, merchants equate selling value with discounting prices. Big mistake! Lois offered a long list of ways to demonstrate value. Among them: (Click on the headline for more…)
Take-aways from the NEMOA Conference on “Selling to the New Consumer”
I just returned from the NEMOA (New England Mailorder Association) conference, which featured some excellent programming on “Selling to the New Consumer.” Many of the sessions had a common theme. At the risk of over-generalizing, the consensus among the speakers seemed to be: (Click on the healdine for more…)
