You Can't Beat Free Breakfast!
Posted Thursday, August 14, 2008 by Dave Ford
It’s amazing how much money is spent launching new products these days.  One auto manufacturer recently spent over $85 million on a new launch.  Even in a fully integrated marketing campaign, you know broadcast still got the bulk of that budget.  But it seems to me that they could have given away several cars a day for a year and really generated some viral buzz! Yet along the marketing continuum, hands on experience with brands is of increasing value these days – especially in large ticket categories.   

Toyota recently broke the ‘never done that before’ rule many times when they launched the highly anticipated new Tundra.  They showed the Tundra at places like Home Depot parking lots and construction sites while offering free breakfast for those that took a closer look. They built new displays for state fairs and Bass Pro Shops to highlight the size of key features such as brake rotors and body welds. 

In doing all of this, Toyota had a successful launch and generated terrific buzz but was stuck with an often ignored dilemma -  What happens to those people who see and like the truck, but aren’t ready to buy?  Management certainly wants to see the marketing data and ROI as with every other spend.  So how do you track the guy who ate your breakfast at Home Depot? We’ll explore those options next time!
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Integrated Marketing Solutions - Are you flying solo or with an experienced wingman?
Posted Tuesday, July 15, 2008 by Dave Ford

Imagine landing aboard an aircraft carrier at night with limited visibility and a pitching deck for the first time. Without the assistance of the Landing Signal Officer, onboard instrumentation, lots of practice on shore and an occasional peek outside the cockpit at the carrier, it would be challenging to find the carrier let alone land successfully aboard the ship.

Why wouldn't you use all the tools available to you to acquire, cross-sell and retain your most profitable customers? An integrated marketing solution from Conclusive Marketing represents a practical approach to upgrading your traditional marketing program by incorporating analytics, business rules and customer preferences. The Armed Forces provide the best aircraft, training systems and instructors to ensure that pilots learn from each flight and improve their mission readiness. Learning from each marketing event can also help you determine the best message and channel by which to reach your existing customers and prospective customers while improving your marketing ROI.

Are you are constantly challenged to build enduring relationships with your customers in a very competitive landscape? Organizations that continue to grow during these challenging times have built a core base of customers and differentiate themselves from their competitors by superior customer service and an effective integrated marketing solution. Increasing customer retention by 5% can improve your profitability by 30%!  Unfortunately, attrition can be even more damaging to profitability since it is significantly more costly to acquire a profitable new customer than it is to retain an existing customer. 

Don't fly solo as you evaluate the options to achieving your marketing objectives. As you evaluate technology and integrated marketing solutions, fly with a Top Gun. Consider an Integrated Marketing Solution from Conclusive Marketing as you look at your options for the rest of 2008 and start your planning for 2009.

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