- Customer Results
- About Loyalty Builders
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.Read More ›
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.Read More ›
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:
The figure shows the evolution we see.Read More ›
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.Read More ›
Tue, 12/21/2010 - Mark Klein
Direct marketing to your existing customers, the best way to grow revenue for most companies, is like a three-legged stool. The three legs are customer data, customer analytics, and customer campaigns. Remove any leg and the stool falls over.
Without customer data, you’re flying blind - forced to use newspapers, TV, pay-per-click, and take a chance your customer will find your message. You can’t use personalized direct marketing and all the revenue lift it generates.Read More ›