CRM, Direct Mail Marketing, Direct Marketing, Marketing Campaigns, Marketing Strategy CRM, Direct Mail Marketing, Direct Marketing, Marketing Campaigns, Marketing Strategy

When Bad Marketing Happens to Good Customers

Loyal customers are a marketer’s best source of new sales and referrals. That’s why smart marketers treat their best customers like gold, and why earning customer loyalty is the goal of every smart marketing strategy. Except at Toyota. Their recent direct mail campaign to a loyal Toyota customer broke many of the rules of effective direct marketing and harmed a 25-year customer relationship. Here's why this campaign failed and what Toyota should have done instead.

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Marketing Campaigns, Marketing Strategy Marketing Campaigns, Marketing Strategy

Turning Your Brand Name into a Verb: Why it Rarely Works

Is it true that the more you know, the more you Kohl’s? Is taking stock in the long term Vanguarding? And will you Bing it if you’re searching for something online?Kohl’s Department Stores, Vanguard Investments, and Microsoft are the latest marketers to try to turn a company brand or product name into a verb. It’s an old marketing strategy, but it rarely works. Here’s why.

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Marketing Campaigns Marketing Campaigns

Is It Time to Tune-Up Your Company’s Logo?

Your company's logo is the most visible element of your brand identity. But if your logo is more than five years old – or if there’s been a significant change in your mission, core services, customer base, or marketing strategy since your logo was developed – your logo may be due for a tune-up. Here’s how to evaluate and update your company logo to support a smart branding strategy.

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CRM, Direct Mail Marketing, Marketing Campaigns, Marketing Strategy CRM, Direct Mail Marketing, Marketing Campaigns, Marketing Strategy

Why Customer Data is Essential for Effective Marketing – Especially to Your Customers

When marketing to current or lapsed customers, it's essential to use your knowledge of the customer -- gleaned from database analysis -- to deliver a direct mail package or email that acknowledges and capitalizes on the customer's relationship with your organization.

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