CRM

June 14, 2010

An E-Z Lesson in Creating Customer Loyalty from E-Z Pass

EZ Pass, the electronic toll collection system, finally has come to the Ohio Turnpike. Since I often drive the turnpike from Cleveland to Toledo, I was eager for EZ Pass to arrive in Ohio, and it was worth the wait. Every time I zip past those poor folks paying tolls with paper tickets and fumbling in their pockets for cash, I feel great about the time I’m saving. E-Z Pass has added huge value to my busy life, and therein lies a lesson for marketers about creating the type of customer...

by jeangianfagna

April 27, 2010

CRM Direct Mail Marketing Direct Marketing Marketing Campaigns Marketing Strategy Uncategorized

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. ...

by jeangianfagna

February 16, 2010

CRM Direct Mail Marketing Marketing Campaigns Marketing Strategy Uncategorized

5 Ways to Use Data to Create Compelling Direct Mail

Savvy direct marketers are using data and digital printing technology to develop engagign creative approaches and compelling direct mail campaigns that are almost fully customized to the individual recipient. Here are five ways to use data to develop great direct mail creative....

by jeangianfagna

February 9, 2010

CRM Marketing Strategy Uncategorized

Where Branding Matters Most: At the Human Level

There are many elements that make up a successful branding strategy, but the most important is how the people of a company are trained to exemplify the brand when they interact with customers. It’s branding at the human level – and it’s the pivotal point where many brand promises fall apart. Here's an example of a company that does it right....

by jeangianfagna

February 4, 2010

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....

by jeangianfagna

An E-Z Lesson in Creating Customer Loyalty from E-Z Pass

When Bad Marketing Happens to Good Customers

5 Ways to Use Data to Create Compelling Direct Mail

Where Branding Matters Most: At the Human Level

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

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Gianfagna Strategic Marketing, Inc.