| Title |
Synopsis |
Company |
|
| Using Options Wisely |
How IBM confronted large customers’ dissatisfaction with
unfocused, irrelevant communications and achieved an incremental $594 million
over the control group. |
IBM |
DOWNLOAD |
| What's Your Pleasure? |
IBM
improved its bottom line by asking customers how, and when, they wanted to be
contacted. These efforts generated 80%
more revenue than the control group. |
IBM |
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| Media Integration + the Human Touch = Dramatically Increased Results |
How the Franklin Covey Public Programs division surpassed corporate goals, dramatically increased productivity and generated $4 million in incremental revenue |
Franklin Covey |
DOWNLOAD |
| AT&T Tests Traditional Media versus Integrated Direct Marketing |
The
linking, synchronizing and integration of media and message resulted in a 1300%
improvement in sales over the control group. |
AT&T |
DOWNLOAD |
| 59% Increase in ROI for Starwood Hotels |
Caesars Pocono Resorts achieved a 59% increase in ROI,
leveraging occupancy and revenue, without increasing the marketing budget. |
Starwood Hotels |
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| 62% Increase in Conversion for The Phoenician |
Generating
a 62% increase in conversion from your best customers through media
integration. |
Starwood Hotels |
DOWNLOAD |
| Triple Forecast Results for Applied Biosystems |
By listening to their customers, Applied Biosystems
weathered the storm of rising competition and falling market, and tripled
forecasted results |
Applied Biosystems |
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| Hewlett-Packard Leverages Customer Information |
VOC Research input helped HP to clarify customers’ urgent
issues and the future direction of marketing and sales programs and tools.
“Is this boring to you? It’s important to us” HP customer |
Hewlett-Packard |
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| 57% increase in conversion for Golden Rule Insurance |
Development
of a Consensual database made all the difference for Golden Rule’s new direct
sales unit, increasing conversion by 57% |
Golden Rule Insurance |
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| Golden Rule Insurance Halves Cost, Doubles Revenue |
The
Consensual Marketing database process drives marketing investment to brokers
with the highest propensity to sell, doubling the revenue, halving the cost. |
Golden Rule Insurance |
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| No Value! |
Voice of Customer Research provides critical direction to
IBM regarding marketing software to docs, yielding an 800+% improvement in
response and a 400% increase in qualified leads |
IBM |
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| Most of the Decisions are Made in November |
If you snooze you
lose. ACE Computer Camp missed a major
marketing opportunity by not paying attention to their customers’ habits. |
ACE Computer Camp |
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| 18% of Referrals Generated 61% of Attendees |
Before inviting scientists to a product launch, a database scrub
corrected a 35% database inaccuracy while generating 18% referrals who
represented 61% of attendees |
Applied Biosystems |
DOWNLOAD |
| Title |
Synopsis |
|
| Required Reading: The Next Step in Opt-In Marketing |
An interview with Scott Hornstein regarding:
- Government legislation and regulation
- How companies should balance their investments in
different types of customers
- How marketers can optimize their customer data.
|
DOWNLOAD |
| Why PR is a Critical Component of the Media Mix |
How and why PR made the difference in the successful launch of the PaperDirect catalog. |
DOWNLOAD |
| If It’s Such a Good Deal, How Come I Don’t Know About It? |
Customers
tell Golden Rule how Golden Rule should market the Medical Savings Account to
them. |
DOWNLOAD |
| The Cuban Cigars of the Century Redux, or How We Spent Our Thanksgiving Vacation Field-Testing Cuban Cigars |
Thus
we hatched a plan – to smoke the absolutely best available All-Time Top Cuban
cigars. The articles, Cigar Stars of Cuba and Top Cuban Cigars 1992 – 2002 were our
bible. And with that good book in-hand
we linked arms and strode off to see if the reviews still stand up. |
DOWNLOAD |
| Brandweek Top of Mind: Don't Pull The Wool Over Customers' Eyes |
YOU'D think that corporations would have already learned that customers want and expect swift responses to e-mail inquiries. Our research on the subject, conducted yearly since 2001, however, has shown just the opposite—a poor trend that is hurting brands. |
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| Customers Come First |
In his second “Smart Marketing” column for the respected print and online publication, Sales & Marketing Management, marketing consultant, lecturer and author Scott Hornstein cautions that successful marketing is based on customers’ wants and needs, as articulated by the customer.
|
DOWNLOAD |
| Sales and Marketing Management: Smart Marketing - Marketing to the C-Suite |
If I am to believe what I hear, jumping the corporate ranks and getting your message directly into the C-Suite is the manna that will feed a hungry sales force wandering in the wilderness. |
DOWNLOAD |
| The Lure of The Easy Target |
The Lure of the Easy Target |
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| Sales & Marketing Management: The Big Picture - Use Care With That Database |
A data-dollar spent in assiduous customer retention can be well worth it. If you want to identify one of the most powerful tools for assuring long-term customer satisfaction, you'll find it in your database. It's capable of driving the most efficient and effective investment of marketing resources. Unfortunately, the database often is used for short-term objectives. It is detached from any strategic initiative measured by customer satisfaction, retention, and lifetime value. If you don't believe me, here are two solid illustrations of how trust and respect for the customer are manifested in a database. Or not.
|
DOWNLOAD |
| B2B The Magazine for Marketing Strategists: Demand Chain b-to-b tools arrive |
Nurturing lower leads
“Your best salespeople will know where the low-hanging fruit is, but marketing…….. |
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| The Individual, A Coming Thing? |
The key is to focus on customers one at a time, rather than en masse. Read Hornstein Associates’ Annual e-mail survey results.
|
DOWNLOAD |
| The Big Picture - The Lowest Paid Employees Have the Most Customer Contact. Scared? |
It may be the big shots in marketing that create your brand character, but it’s the worker bees who make it come to life. Inherent to the concept of brand is the promise of a customer’s satisfaction. That promise comes down to the interaction with the individual customer. |
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| Return to Sender |
Based on the dismal results of our annual customer service email survey, the common thought seems to be "it'd be a great business if it weren't for all those annoying customers. Only 51% of companies responded within any time frame, down from 86% in 2002. |
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| The Key to Double-Digit Marketing Response |
There is a very basic dichotomy in direct marketing and it’s preventing us from reaching significantly higher returns on investment. Marketing talks about “customer relationship management” but actually conducts programs where a tiny percentage of the audience actually buys something. Response rates are measured by the thimble-full and customer satisfaction is often not measured at all. |
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