by Chuck McKay | Mar 7, 2008 | Customer Education, Expectations, and Motivation, Customer Focus, Retention, and Evangelism, Market Segmentation, Targeted Marketing, Database Marketing
Assume John sells vacuums. He feels he needs to advertise. Does he… 1) Explain to people why clean floors are important? 2) Explain how vacuums remove dust, allergens, and pollens to keep your family healthier? 3) Announce that his store has vacuums with HEPA...
by Chuck McKay | Sep 29, 2007 | Advertising / Marketing Strategy, Credibility and Critical Non-Essentials, Customer Focus, Retention, and Evangelism
My first post-high school employment was with Howard’s TV Repair. Howard had a pretty good understanding of human psychology. He insisted that we clean the outside of each television set repaired in his shop before it was returned to the owner. It never took...
by Chuck McKay | Jun 2, 2007 | Ad Critique / Classic Examples, Customer Focus, Retention, and Evangelism, Persuasion / Power of Words
My introduction to the business of advertising was through the characters in Bewitched. Each week Samantha and Darren would have to come up with something highly creative to explain the presence of whichever historical figures were hanging around the Tate Agency. In...
by Chuck McKay | Jul 21, 2006 | Advertising Frequency, Customer Focus, Retention, and Evangelism
We assume that people avoid seeing their dentist because they fear pain. Perhaps that’s a valid assumption. Maybe they don’t call because they don’t have a relationship with a dentist. Or maybe they’re just busy. Then again, maybe it’s lack of foresight – the “Nothing...
by Chuck McKay | May 24, 2005 | Customer Focus, Retention, and Evangelism
In Love And Indifference, Part 1 we learned that there are actually three groups of customers that do business with you, and they can be sorted by their personal experience with your company. You’ll find those whom you’ve thrilled with your customer...
by Chuck McKay | May 21, 2005 | Customer Focus, Retention, and Evangelism
I had just posted Love And Indifference, when two oddly-related things happened. First, my copy of Mike Dandridge’s book, Thinking Outside The Bulb, The Art of Creating an Amazing Customer Experience, arrived in the mail. In chapter 48 of Thinking Outside The Bulb,...
