Loyalty Builders Marketing Blog

Hunkering Down

Thu, 08/25/2011 - 12:07 - Arthur Einstein

Marketing in a downturn takes nerves of steel.

Study after study shows that, tough as a downturn can be, it’s actually an opportunity. Marketers with the guts to invest when conditions look bleak always emerge from a downturn stronger than if they’d headed for the storm shelter and pushed marketing to the back burner till the storm blew over.

But how can you afford to be a take-no-prisoners marketer when you may have less money to invest? Spend smarter! Make every marketing dollar generate more revenue. Here’s how it’s done.

What Marketers Want

Thu, 04/28/2011 - 04:13 - Mark Klein

You can’t kick back in this business. Over my many years producing software, I’ve learned that you can’t relax and coast on previous work. There’s always room for a better version, even when you have produced something as game-changing as Longbow, our SaaS platform that aspires to be ‘direct marketing in a box’. And of course we here at Loyalty Builders haven’t been sitting back; if you are a client, you or someone else in your organization has been fielding calls from us as we try to determine what marketers need to do their job.

It Don't Mean A Thing If It Ain't Got That Relevance

Wed, 04/06/2011 - 15:37 - Mark Klein

Relevance has always been the key to successful marketing. Long before the rise of advertising and mass distribution local merchants knew their customers needs because their customers were their neighbors. The relationship was 1:1. It worked but it didn’t ‘scale’.

Now, 21st century technology has made relevance possible once again. And what we’ve learned with a certainty is that the more relevant the offer, the more successful the campaign.

It’s not enough to personalize a mailing with the customer’s name. Individualization - the ability to make appropriate offers to each customer - can make the message more relevant. It’s the key to creating true one-to-one direct marketing campaigns.

The evolution of direct marketing

Fri, 02/11/2011 - 15:49 - Mark Klein

Last year, an industry insider said that “all marketing will become direct marketing.” But direct marketing itself is changing rapidly and dramatically as two important trends are influencing marketers thinking:

Response rates are low and going lower
Companies with more individualized messaging are seeing distinctly improved results

The figure shows the evolution we see.

How good are you at keeping customers?

Wed, 01/19/2011 - 10:00 - Mark Klein

When we talk to clients and prospects about the challenges they face when marketing to their current customers, the issue that never fails to surface is retention. Yet when we press for more details, we are confronted by a paucity of analysis, a struggle to even size the problem, and more often than not, a semi-helpless shrug when we ask how they are attacking the problem.