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creative briefs |
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"When done right, nothing pulls in qualified sales leads like a well-targeted offer for a juicy white paper, writes Larry Chase in a recent article.
"Offers for white papers and Webinars make up the bulk of ads in Web Digest For Marketers and the solo emails sent weekly to subscribers. I see what pops, and what lays an egg." Read the rest of his article on marketing white papers. |
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Twittering, are you? If so, you know that it can be difficult to keep up with conversations.
That's where Summize comes in. You can search by keyword to find out who is talking about a topic. I often search for the term, MyCreativeTeam to make sure I don't miss references to our company.
Summize has a feature called Realtime Twitter Sentiment that tells you if a keyword is good, bad or neutral based upon current conversation. |
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Random Links:
If you are marketing at C-level, you know how hard it is to reach the CEO. Good advice here on how to break through the corporate defenses to reach the CEO.
Is your blog a networking tool? Jennifer Gniadecki from Everyday Networker takes on the topic.
When old school brands like Sears begin embracing a marketing technique, it's time has come. Read about the retailer's foray into social media. |
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Hello. What's your most valuable communications vehicle? I say it's your employees. Let's get going.
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com |
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Great Employees = Happy Customers |
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By Harry Hoover
Companies spend millions of dollars each year identifying their brand, and then communicating their brand promise through various media.
Employees are the primary "media" in the majority of brand contacts. Raise your hand if you think a majority of your employees understand your brand promise well enough to live it and articulate it clearly.
I don't see many hands up.
Tons of research has been done on this subject. Typically, the results indicate that more than 75% of employees are achieving much less and feeling far less enthusiastic about their work than they could be.
One Gallup study suggests that if all your employees were "fully engaged," your customers would be 70% more loyal, your turnover would drop by 70%, and your profits would jump 40%.
In a 2006 study, Gallup reports that, "the lower productivity of actively disengaged workers costs the US economy about $328 billion."
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Cheaper To Keep  |
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By Harry Hoover
You've heard it all before when it comes to stats about customer retention. Some say that acquiring a customer costs five to 10 times more than retaining one.
Repeat customers spend, on average, 67 percent more. After 10 purchases a customer has referred as many as seven other people.
I'm not sure about the math, but I am sure that the underlying premise is correct: keeping existing customers is cheaper than getting new ones.
So, if your focus is on acquiring new customers instead of keeping the ones you have, you are off the mark. Here are a few thoughts on customer retention.
• Ask. New York Mayor Ed Koch was famous for asking "How am I doing?" He always knew where he stood, even if he wasn't always happy about the answer. So, survey your customers about their likes and dislikes. Then, follow through with the information you receive.
• Profile. Learn as much as you can about your customers and then do something with that information to show them that you value them. Find out what makes a "best" customer and then put programs in place to move more of your customers into this category.
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