September 16, 2007

Good relationships, with customers — the cornerstones of a successful email marketing strategy!

Good relationships, with customers, technical support staff and ISPs are the cornerstones of a successful email marketing strategy. David Hughes, director online marketing at Tank Group, said that abiding by best practice guidelines when using email marketing was a key part of building a strong relationship with consumers. Claiming that brands should aim for “way above the legal minimum standards”, he said that “gaining a consumer’s permission to email, does not mean you can exploit them, customers need to be wooed.” Lorraine Petit de Mange, European head of CRM, at Opodo discussed the “how much is too much” debate surrounding […]
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September 3, 2007

Tell Them About It: Advertising Will Boost Sales

For retailers, the decision whether to advertise is easy, for the answer is always yes. Advertising is a great way to attract new customers who will, in turn, spread the word about your business to others. It also reminds previous customers that your business is still there to serve them. However, which medium to use is only part of the decision-making process. Designing and implementing an advertising strategy requires thoughtful planning. Like a reporter, you need to ask some basic questions: Who is your target market and what media is best to reach to reach them — newspaper, magazines, radio, […]
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August 15, 2007

UNIQUE PURCHASE APPEAL

Spend whatever time it takes to develop your own UNIQUE PURCHASE APPEAL. One sentence to one paragraph that describes how your business is different from the competition in a way that appeals to your target customer. Then infuse your “UPA” into everything you do, everything you say. Make sure your customers know it, feel it and see it in every action taken by you and your employees. It should be reflected in every ad, every promotion, every customer service activity. This is the most powerful marketing concept on earth.
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August 7, 2007

Welcome to Global Marketing Plus's new blog!

“The computer for the rest of us.” That was the Unique Purchase Appeal that changed the world. It was Apple’s UPA for the Macintosh, and it enabled Apple Computer to bring the entire computing world to its knees. Macintosh is why there is Windows today. But Apple wasn’t paying attention, and when Windows came along, the Mac lost its UPA. Apple was too slow to respond and many times, it’s been a company in trouble.
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