Repeat Customer Marketing: Growing Your Existing Book of Business

Study after study has shown that it costs more for a business to attract new customers than to retain existing ones. Low estimates suggest it’s four times more costly to get a new customer than keep an old one, while higher estimates put the cost at 30 times or higher. A well-planned and executed program […]

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Branding Your Firm Through Compelling Experiential Marketing

Techniques for branding your firm take many forms, but one that’s gaining more attention among marketers is experiential marketing. This type of marketing focuses not just on your products and services, but on creating an experience that draws in your customers and engages them physically, intellectually or emotionally. Here are some ways you can use experiential […]

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cross-selling, upselling

Upselling and Cross-Selling Techniques That Won’t Backfire

When your customer is ready to purchase, you can often increase the amount of that sale with upselling and cross-selling techniques. Upselling involves suggesting elements such as an increased quantity of a product, a longer service contract or a more comprehensive suite of services. Cross-selling involves suggesting other products or services, or other uses of existing products […]

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customer retention

Customer Retention That Embraces Both the Virtual and Traditional

The costs of retaining a customer are significantly less than those of gaining that customer in the first place, so it makes sense to maintain a strong customer retention program. Long before the Internet and smartphones, traditional methods of customer retention were highly successful. Today, combining the virtual and traditional will create a customer retention strategy […]

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brand audit

To Craft a Unique Positioning, Do a Brand Audit to Establish a Benchmark

Maintaining your brand’s unique position in the marketplace requires a thorough understanding of what your brand stands for, what benefits it provides for customers, and what strengths and weaknesses define its identity. A brand audit is a comprehensive brand-focused SWOT (strengths, weaknesses, opportunities, and threats) analysis used to identify and define your brand’s unique characteristics. A […]

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