Spire Express » Marketing Strategy

Customer Reactivation

Mike — Mon, 02 May 2011 15:24:46 +0000

Keith Peterson, the senior vice president of the data division of Experian Marketing Services writes this piece for Target Marketing outlining strategies for reactivating stagnant customers. This can be some of the most rewarding ‘cold-calling’ one can do. These folks have bought from you before and just need a little nudge to bring them back into the fold. Today, this nudge can take many different forms (perhaps more than one), given the new social media explosion.

Read the print article here

Access the TM article online here

Smart Marketing to SMBs

Mike — Mon, 28 Mar 2011 20:57:26 +0000

Ralph Drybrough & Dan Harding of Target Marketing delve into smart marketing to SMBs (small and medium businesses). I had no idea that MICRO businesses (those with 1 to 4 employees) were such a huge segment.

Complete article here

Print article pdf here

08 Internet Retailer: Multi-channel Retailers & Consumers

Mike — Fri, 18 Feb 2011 16:09:20 +0000

As a shopper at Petco.com clicks on pages showing cat food, the pet supplies retailer can make an educated guess about which cross-selloffers to feature. But there would be less guesswork if Petco knew that the same customer had visited a Petco store in Syracuse, N.Y., last week and purchased a self-cleaning CatGenie Cat Box for $300.

For that customer, an accessory like the CatGenie Washable Granules might be just the thing. And, knowing that the same customer has bought dog food at that Syracuse store for years, the site could also feature the spring closeout offer on fleece dog vests. That’s the level of personalization Petco Animal Supplies Inc. hopes to offer on its site this year. It’s the product of an initiative that combines in a single customer database not only what a customer has purchased in stores and online, but also information about what products she viewed on the web site and which e-mails she responded to.

Complete Article HERE

Digital Remix

Mike — Mon, 30 Nov 2009 16:04:33 +0000

The down economy pushes B-to-B marketers to embrace digital tactics: b-to-b marketers tinker with online channels, watch social media emerge and fret over fitting it all into a marketing mix dominated by conventional approaches. As the current recession continues through 2009, a company’s marketing mix must produce sales-ready results using less expensive channels.

Define Your Customers

Mike — Mon, 30 Nov 2009 15:56:42 +0000

Take a look at who your customers really are Most multichannel marketers think of customers in straight-forward terms: females, 45 to 60 years old, $75,000-plus household incomes, for example. These broad-sweeping demographic descriptors have a place in customer definitions but aren’t the end-all, be-all in defining who does business with you.

Boost Customer Confidence

Mike — Wed, 07 Oct 2009 12:58:46 +0000

How to combat “too-good-to-be-true” objections

Where to Find the Next List of Top 10 Customers

Mike — Mon, 05 Oct 2009 20:28:16 +0000

Marketing 4 Digital (M4D)

Great Book – Lousy Promotion

Mike — Mon, 05 Oct 2009 19:34:42 +0000

When sending a book for review, it’s essential to include the following: (1) a copy of the book; (2) a personal cover letter to the reviewer that sells the book and tells why it is important to the readers of the review; (3) a press release that enthusiastically describes the book and its benefits…

Google Tests New Ad Offerings-but Will Advertisers Follow?

Mike — Mon, 05 Oct 2009 15:49:36 +0000

GOOGLE INC. has been racing to extend its reach on the Internet and in traditional media. Now it needs advertisers to follow. Among those it is wooing is Alan Cohen, chief marketing officer of Gemstar-TV Guide International Inc.

Online cool-stuff experiment evolves

Mike — Mon, 05 Oct 2009 15:25:51 +0000

Creative people want to express that creativity. Meanwhile, they need to make a living – possibly by finding an audience for some buyable form of that creativity. This is an old predicament, but the Internet enables new experiments in resolving it – like the Swap Meat, a project of a Web site called Coudal.com.