CONTENT GALLERY

Truly effective loyalty programs get their members to spend more, as George Clopp and I noted in our previous article Unveiling the Personality of ‘the Other 80%’ of Your Customers. For example, an effective promotion might drive...Read More

Positioning your loyalty program as a brand differentiator is a key to success for loyalty marketers. In today’s competitive marketing landscape, one way marketers can do this is through strategies that connect emotionally with customers...Read More

Summer is a time for vacation, a time for fun and a time to  be ‘on the go’.  As a result, many consumers take breaks from their normal routines, are away from their desktops and spend more time on their mobile devices. ...Read More

The value consumers place on customer service continues to increase as they look for differentiated experiences in the world of increasingly commoditized products and services.  Throughout my career in marketing, I’ve had the...Read More

Customers want you to align with their values before they commit their loyalty. Understanding what motivates your customer will allow you to develop a collaborative relationship based on each individual’s core values building a strong...Read More

Every marketer wishes they could look into a crystal ball for clairvoyance into consumer behavior patterns in order to maximize marketing spend.  While there is no magic in marketing, with the tools, technology and data available to marketers...Read More

“Don’t let your channel be the driver of the content – synchronize your offer set and campaign around a message and not a channel or segment.”  Sound familiar?  This was my topic of discussion in my February...Read More

Do you remember making your holiday toy wish list as a child? How about waiting by the mailbox for your favorite holiday catalog to arrive?  In the late 1980’s, catalogs could be 200+ pages in length. These catalogs created an...Read More

“When rethinking measurement, it’s important to expand your view – and the focus of your measurement and analysis – beyond good customers.  After all, customers with a lot of potential to become good customers are...Read More

In the article I wrote back in the summer,Increasing your business and brand equity by marketing in the moment of truth, I discussed the strategy of marketing to consumers in their moment of truth and how content plays a vital role. While...Read More