Are your marketing ratios out of whack?

26 Jun 08 - Mark Klein

In the past month I’ve been to two trade shows for direct marketers, ACCM in Orlando and DM Days in New York. I walked the aisles of the exhibit halls at these shows and was continually struck by how many of the exhibitors were on the customer acquisition side of the street. But the exhibitors were only following the money; they were selling what their customers wanted to buy. And it seems to me that companies spend much more on customer acquisition than on marketing to existing customers.

I think a good marketing program flows like a good golf swing. One measure of a golf swing is how well a golfer is able to maintain balance throughout the swing. Does he or she start in balance, stay in balance during the swing, and finish still in balance? Or is there a lot of lunging this way and that, and a result to match? Good marketing requires a balance between where your revenue comes from and where you spend your marketing dollars.
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What's up with your customers?

04 Jun 08 - Arthur Einstein

ATT Wireless has been airing a TV commercial that’s simply joyous. It’s a bunch of happy mobile customers doing their thing –strolling along, walking the dog, calling friends and saying ‘Hi’, ‘Howdy’ Whatcha doin’? ‘What’s up?’

I think of it as a Web 2.0, ‘next generation’ spot. Totally social. And ATT’s message is unmistakable: “staying in touch is good for relationships and you don’t need to log on to Facebook to do it, friend – just use that wonderful little gadget in you pocket and stay wired to your friends”.

As a customer relationship wonk I’ve been thinking about this campaign and wondering why more companies don’t apply this kind of thinking to their business relationships. Instead, when customers hear from their suppliers they expect a sales pitch – and that’s what they get. Accountability has become king, and the king says maximize the revenue of every marketing dollar. And do it now!

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