20 Customer Retention Strategies The easiest way to grow your customers is not to lose them The average business loses around 20 percent of its customers annually simply by failing to attend to customer relationships. In some industries this leakage is as high as 80 percent. The cost, in either case, is staggering, but few businesses truly understand the implications. Imagine two businesses, one that retains 90 percent of its customers, the other retaining 80 percent. The consequences of customer retention also compound over time, and in sometimes unexpected ways. Marketing Wizdom can introduce you to a number of simple customer retention strstegies that will cost you little or nothing to implement. 1. Virtually every business loses some customers, but few ever measure or recognise how many of their customers become inactive. 2. So many people do an excellent job of making the initial sale, then drop the ball and get complacent, ignoring the customer, while they chase more business. 3. 4. 5. 6. 7. 8. 9.
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Top 15 Ad Campaigns of the 21st Century Many ad campaigns over the years have sold soap. Fewer have tried to change societal notions about beauty. Even fewer have tried to do both. Dove’s “Campaign for Real Beauty” is the campaign that did it. The campaign that had its origins in London and Canada with a billboard asking motorists to vote on whether the women pictured were “fat or fit?” or “wrinkled or wonderful?” Dove’s “Campaign for Real Beauty” is the only campaign cited by every one of the Advertising Age judges as belonging on this list, and one that was described by the panel as groundbreaking, brave, bold, insightful, transparent and authentic. Last century, Listerine made it on to the list of Advertising Age’s “Top 100 Ad Campaigns of the 20th Century” with its “Always a Bridesmaid, Never a Bride” campaign, an approach tailored and imitated often throughout the century to feed on women’s insecurities and remind them they needed to improve their attractiveness. Did Dove play a role in those numbers? Ms. Ms. “Bold.
10 of the Most Memorable Marketing Campaigns of 2012 As the year comes to a close, it's the perfect time for reflection. And as marketers, that means we can't help but think about how our strategies took shape, how we adapted our tactics and techniques, and of course, how successful they all were. But it's not enough just to think about how our own campaigns performed; we should also think about what our fellow marketers did so we can apply their lessons to our future campaigns, too. And let me tell you: The year 2012 brought us some of the most exciting and memorable marketing campaigns. Proctor & Gamble: Thank You, Mom On Mother's Day 2012, P&G launched a campaign called "Thank You, Mom." For a company whose products or services aren't directly related to sporting goods, P&G generated more coverage for this campaign than a lot of other companies like Nike whose products relate directly to the Olympics. Marketers can learn a lot from P&G's example. Samsung GALAXY S III: The Next Best Thing Is Already Here So was it successful?