When marketing is in total and complete service of sales, it is very easy to fall into traps. You get what you reward, after all. And if it is numbers you are after, you will find somebody who can sell them to you, or somebody who can induce you to believe in a new made … Continue reading If it’s numbers you want …
Tag: email marketing
Here is what we do
When you go on a first date, you are not expected to discuss the most intimate recesses of your mind, nor your most embarassing habits. At the same time, if after being married to a person for few years you would find it difficult to open up and you would refuse to discuss yours and … Continue reading Here is what we do
Either-or
When you broadcast a message, some will get it and subscribe, while others will resist it and deny it. You can either foster and engage with those who get it, or you can attempt to convince and prove wrong those who resist it. Sometimes it will look like you are doing both at the same … Continue reading Either-or
Unrealized potential
Customer service should be a function of marketing. It's an opportunity to establish a personal relationship with the customer, right in the moment when the customer wants to speak to you and is willing to provide information about their experience. Not only. If an organisation is smart enough to mine the information collected from customer … Continue reading Unrealized potential
Targeting millennials
Few years ago, during an hiring process, I was asked to come up with ideas to improve how the company was presenting the product to prospects. I decided to title the presentation I put together "targeting millennials". The presentation featured few suggestions that still today I believe would have benefited the company, but of course … Continue reading Targeting millennials
Right and funny
Marketing is often about doing what is right. As in this beautiful, clear, honest page by Netflix introducing their free trial. They don't fear you won't like the service, and so they are straighforward about when the trial will end (even before you sign up). They will also let you know three days earlier, so … Continue reading Right and funny
One message
Kantar Millward Brown has found that the more you try to say, the less likely your message is going to get across and stick. A great reminder for all the times we are tempted to tell of all the great things our product does, of all the features our service has, of all the magic … Continue reading One message
