Besides the usual discussions about the effectiveness of long vs short headlines, sometimes, the mere change of a single word can totally destroy the impact of a headline. In such cases, do you stand your ground?

When we say “the customer is always right…” what does it mean in this context? If the customer really is always right, then why would they need a creative marketing agency in the first place?

It is always good to have this debate in your own team before facing the client.

“The current lifetime value of one of your clients is the total profit of an average client over the lifetime of his or her patronage – including all residual sales, less advertising, marketing, and incremental product or service-fulfillment expenses.

Let’s say that your typical new client brings you an average profit of $75 on the first sale. He or she repurchases three more times a year, with an average reorder amount of $300, and on each $300 reorder you make $150 gross profit.

Now, with the average patronage life lasting two years, every new client is worth $975. You could theoretically afford to spend up to $975 to bring in a new client and still break even.”

When you see $975 as the value of a lifetime customer, you will know your initial expenditure is indeed an investment .

Technorati Tags: customer relationship, customer relations management, lifetime value of a client, Jay Abraham

My friend pointed me to abtelectronics.com website when I said I didn’t know the available range out in the market. I found what I wanted and not only that, I learned that I need to replace the air purifier filter regularly. Keeping it functioning optimally means it can remove 99.97% of particles as small as 0.3 microns. So essentially, not only we keep the smoky smell out of my office, we are also free of allergens, viruses, bacteria and odor.

I like this site. Not because I found what I wanted but it gave me a very good impression – even before I navigate to the air purifier and air purifier filter section. Not because of it’s very soothing blue and white colour scheme, neat product display layout nor was it because of it’s clear and sharp product images. I’ve developed a good feeling instantly because of it’s slogan.

“Pleasing People … … Since 1936″

It tells so much of the company.

• This is an established company. Not one of those that was formed to capture the growing online retail market.
• This is one company that believes in customer relations management. It’s mission is stated very loudly and clearly – to make it’s customers happy.

The sub-head also captured my attention: “Selection. Service. Savings.” All magic words to consumers. We like to see at least 36 items before making that final choice. We want to have the servicing staff to give us full attention and quality services. And ultimately, we like to pay less for more.

Abt said it has been keeping customer happy and satisfied for more than 70 years. So, very naturally, I went to the sidebars to look for testimonials. As expected, I found “Testimonial” and read quite a few interesting ones. But I also read the “Award Winning Service” page where 16 organizations recognized Abt for it’s great customer services. Respects need to be earned and not bought by mere advertising, promotion and public relations. Just looking at these few pages would convince you that you come to the right place to shop.

If you are concern about pricing, just check out it’s “Lowest Price Guaranteed” page which had this statement: “If you have found a better price on any product at another legitimate authorized retailer, we will do everything possible to meet or beat that price”. If you are worried about shipment, you might actually get it free because “Abt is offering Free UPS Ground shipping for all orders under 50 pounds.”

This is one website that truly pleased me, from it’s aesthetics and navigation to it’s savvy marketing efforts and promises to it’s product range. By pleasing it’s customers, it is cultivating lots of goodwill. In turns, they will return for more and likely introduce their friends. I know, I was recommended by Joe.

Technorati Tags: abtelectronics.com, business slogan, customer service

Why?

Here are a few straight answers

1. Marketing is constantly changing, and so must your technique. Internet is the new cool. If you are not blogging, participating at MySpace, YouTube, and the likes, you are uncool. In the fast changing economy, you cannot afford to be seen as out-dated. Be where your target audience is. Most of them already read blogs.

2. Blogs are growing in popularity and are common marketing tools to promote not just product and services but your credibility and brand values.

3. Giving consumers free information will keep them knowledgeable about your product, service and brand values. Eventually that will lead to better host-customer relationship, increase sales and profitability.

4. You can measure your results.

5. Blogging is one of the cheapest form of marketing. Though it is better to get your own domain, there’s no stopping on using free server either.

If you don’t know how to set up a blog, get someone to help. You can even outsource the full works so that you can provide the essential guideline how it should run.

Technorati Tags: corporate blogging, blog