What drives engagement and loyalty for your brand? Many companies think they know the answer to this because they’ve relied on some form of traditional conjoint analysis, which can be very helpful in determining which combination of attributes are most preferred by rational target audiences. It’s an extraordinarily appropriate approach for situations where a strong…

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As marketers seek to develop lasting relationships with customers and clients, the conventional wisdom focuses on developing these relationships through loyalty programs. The rationale is that marketers who invest in loyalty programs obtain their payback through repeat business. However, there is another theory that says customer loyalty programs are hardly the be all and end…

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Geoffrey Moore’s Crossing the Chasm tells us to knock down Bowling Pins and gather Early Adaptors. Malcolm Gladwell’s The Tipping Point suggests cultivating Mavens, Salespeople, and Connectors to create market acceptance. Miller Heimen Large Account Management Process suggests that we strategically invest in potential Level 5 accounts. Alex Wipperfurth’s Brand Hijack encourages supporting the early…

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Like so many ideas in modern marketing, the concept of relationship marketing began as a smart, sensible realization that the then-existing paradigm, transactional marketing, was inefficient and that it made a great deal more sense to establish relationships between buyers and sellers to facilitate repeat business and “value added benefits.” One of the most significant…

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In August of 2002, Stephanie Covall-Pinnix was appointed as Director of Business Development at SGS Net. Despite the tough economic times and new position, she chose to hit-the-ground-running in energizing the revenue generation engine of SGS Net. Starting with a team evaluation and a small change in staff, she immediately initiated a strategy to drive…

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