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Yes!

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ROI by Frank J. Rich

ROI
BY FRANK J. RICH

Customers are a funny breed of people. They’re just like you and me when not in a shopping mode; then they change curiously into someone else. When customers contact your place of business they’re looking for a confirmation of themselves. Your primary job is to give it to them. Let’s reduce this to the simplest form of expression that’s capable of causing an effect. What is the one thing we can say to people making a request of us that encourages them every time? “Yes!” This simple equation is so pervasive and compelling that I am asked about it more than most others. For this reason I’ve re-casted this article to say again what needs to be said every day and in every way possible. (more…)

April 25, 2014 |

Certain Truths

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ROI by Frank J. Rich

ROI
BY FRANK J. RICH

Buyer Personas

Whether you think it, believe it, or discard it … the truth is that buyer personas are the start of every successful campaign. Every marketer knows that understanding your buyer is key, but every smart marketer knows that standard demographics just won’t cut it anymore. (more…)

April 18, 2014 |

The Brothers Drpich: Diamond Studs Find the Grass Is Greener at John Jay

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Slater's Slant by Chuck Slater

BY CHUCK SLATER

Geoff Curtis, coach of the year for John Jay’s surprise Class A baseball champions last spring, knew he had some rebuilding to do with this year’s Cross River club.  For one, most of his pitching staff had gone the cap-and-gown route.  And there were a couple of key position players to be replaced to join with standout junior shortstop Jack Weiller. (more…)

April 16, 2014 |

How Valuable Is Your Existing Customer?

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ROI by Frank J. Rich

ROI
BY FRANK J. RICH

The “customer” is used loosely to describe the one we have and the one we hope to gain. Both are critical to the success of all organizations, even those who call their customers patients. But the distinction is worthy of time spent in appreciating the existing customer. Analysis concludes it is roughly 2.5 times more expensive to acquire new customers than to maintain existing customers. The customers we have carry the potential for the retention revenue model all organizations seek. The risk in them is far lower than in a customer we have yet to gain. So where will most organizations spend in 2014, and why? (more…)

April 14, 2014 |
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