Communications

Retail Holiday Offer Fatigue

Vick Kenyon | Dec 21 2011

Too much of a seemingly “good thing” reduces the impact of promotional offers when everyone is fighting for your customers’ attention. Having an offer strategy that takes into account different segments’ characteristics, preferences and/or purchase history will boost the response rate and yield truly incremental sales.

American Express Made the Routine Exceptional

Don Adams | Nov 29 2011

It started with a failed card swipe and ended with what this cardholder thought was a superbly developed and executed customer service experience. How do companies turn what should be a mundane experience into something memorable? Here's the story of how American Express turned the simple act of ordering a replacement credit card into an exceptional customer experience.

Content with Purpose

Brenda Thielbar | Sep 16 2011

Another commonly-used buzzword: Content! How can brands best provide it to their customers? Let’s take a look…

First, it’s important to deliver the right type of content. Effective content connects your brand with your customer when you provide valuable information, ideas or a perspective that is unique. Content also supports your brand’s proposition because it supports what your brand stands for. And, it should also create a dialogue between your brand and your customers.

Relevance Makes Personalization Personal

Meg Culp | Aug 08 2011

Personalization is often confused for relevance. While both are important, smart marketers distinguish the two and how they can use them to improve marketing response.