60 – 70% probability of selling to existing customers

focus on the lifetime value As the new year gets underway, it seems sensible to ask ourselves what our priorities should be for 2019. Clearly priorities will vary from business to business, but as the economy threatens to tighten, and the pressure on return on investment continues to dog us, there are things we should […]

focus on the lifetime value As the new year gets underway, it seems sensible to ask ourselves what our priorities should be for 2019. Clearly priorities will vary from business to business, but as the economy threatens to tighten, and the pressure on return on investment continues to dog us, there are things we should all have as priorities in 2019 – or perhaps any year. This is the fifth of ten THOUGHTS addressing suggested priorities for 2019. Yesterday, I wrote about the importance of having an offering that is remarkable enough for people to talk about and refer. Today’s THOUGHT is about getting customers to come back – over and over.This is all about viewing every customer as a lifelong stream of income rather than a transaction.  Obviously, this principle is less important in some industries but it is very important in most – goods and services alike. Consider…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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