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In marketing as in science there are basic principles that govern the movement of bodies in space, or prospects and clients. Just as people instinctively know the law of gravity, they are aware of the fundamental principles of marketing. Unlike the law of gravity which is hard to deny, many small business owners often neglect to apply core marketing principles to attract clients.

Customer profiling is the practice of analysing customer behaviour, and allocating profits and costs to the various activities that the customer conducts with your business. If this is carried out on a systematic basis, the understanding that you develop of your customers helps you extract the maximum value from each customer relationship…

A white paper on how companies should analyse customer data to gain better business intelligence and how they can use that knowledge. In an increasingly competitive world, using your client database smartly, to gain a better understanding of your number one asset – your customers – can make or break the success of your company…

With the growth of larger stores, a relatively new marketing component — the loyalty card - has been added by many retail outlets. This is in an attempt to offset the lack of personal contact in the larger stores, and with that, the lack of knowledge of individual customers. A loyalty card — with its unique customer ID — provides the vital link between products sold, and customer demographics.

An explanation of three marketing terms (Unique Selling Proposition or USP, Single Message, and Tagline) that you need to understand when creating your marketing message…

A customer relationship system uses technologically-driven strategies to assess customer needs and buying behavior. A CRM system can, however, provide an overwhelming amount of information to a company, not all of it useful.

Targeting high potential markets with direct mail can be a very effective way to get new customers for most businesses. How to reach those high potential markets? Try using demographic data…

More and more companies are realizing that their most precious asset is their customer base. There is a shift from traditional marketing to customer targeted marketing.

For the past 15 years we have been involved in various strategy and marketing workshops - both as the facilitating consultant, and as a corporate management.
Techniques and tools have evolved over this period - from flip charts and white boards, to Post-it Notes, and more recently to software-enhanced methods. Sadly, not all consultants use the [...]