The interplay between face to face contact, e-mail and timing in driving up sales of loyalty schemes

The question of how best to contact high value customers, how often and when, is very important for customer relationship managers, particularly when it comes to the sale of loyalty-inducing schemes such as season tickets or membership schemes. Season tickets or annual memberships are an important source of revenue for many service-based organisations such as … Continue reading The interplay between face to face contact, e-mail and timing in driving up sales of loyalty schemes

A new type of marketing celebrity: common people

Sainsbury’s has a long tradition of using celebrities to help promote their products, from pilot Amy Johnson in the 1930s to celebrity chef Jamie Oliver in 2000. And, now, Sainsbury’s is once again reaching out to celebrities. Not one, but four. And there isn’t a TV actress, a sport professional or a pop star in … Continue reading A new type of marketing celebrity: common people

Relationship Marketing in action

Remember that post about gratitude in marketing, and its impact on customer loyalty? Well, I have just seen it into action. My daughter e-mailed the owner of a small business that offers rabbit boarding services, asking whether they could look after her pet rabbit while we are on holidays. This is the reply that she … Continue reading Relationship Marketing in action

Close business relationships do not protect you from cheating

Research recently published in the Journal of Marketing Research presents an interesting puzzle. It suggests that close rapport between business partners does not eliminate opportunism, which the authors define as 'the practice of engaging in actions that sacrifice ethical principles to benefit oneself at the expense of others'. However, the paper posits that the level … Continue reading Close business relationships do not protect you from cheating

Gratitude in marketing

My twitter feed is reminding me that, today, North America celebrates Thanksgiving. It is a festival of religious origins encouraging people to be thankful for the good things and the opportunities in their lives – more information is available here. I thought this would be just the right excuse to tell you about some research … Continue reading Gratitude in marketing