Tag Archives: marketing

The 10 Commandments of Marketing to Moms

The power of today’s social media connected moms is never going to go away. If anything it will continue to grow. According to a study by comScore and BabyCenter, more than 90% of moms use social media regularly and of course, those are moms with children under the age of 18. Last Year, eMarketer estimated this group to be an astounding 35.7 million women. Many of today’s Millennial mothers have grown up digital. Together, they represent an estimated $2.4 trillion dollar market. But despite the focus on mom as a demographic and her spending power, most brands are still not getting it right when it comes to connecting with her. Insights in Marketing i-on-women conducted research that showed only about 9% of women think advertisers are marketing to them effectively.

1. Work with moms to get it right.

You’re never going to get it right unless you talk to and ideate with moms. You need to solicit their ideas. The beauty of social media is it’s easy to find them and to connect with them. Research and studies will give you clues, but not the rich real conversation moms will bring, bring them into your headquarters and ask for their contribution and collaboration.

2. Keep it real.

Sure you’ve heard this before but look around at some of the marketing to moms. Real, is real inspirational stories. Relatable content. Relevant content. Useful content. Not manufactured, retouched or artificial.

3. Answer her when she’s reaching out.

Engage with your audience. A study by Acuity Group showed 73% of customer tweets go unanswered. What a missed opportunity. RedBull, a brand more associated with Millennials and daredevils, is terrific at listening and responding. My daughter was mugged for her latte and it blew up Twitter for a few minutes with 100+ tweets but not a word from Starbucks. Two other brands, on the other hand, responded with $5 gift cards because they wanted my daughter to know there were still good people in the world. If you take a look at the brands moms love, they typically are ones who are listening and responding.

4. Follow the moms that follow you back.

Ratios, schmatios! When it comes to connecting to moms, brands need to follow the moms back. Stop thinking you are a celebrity or is part of the cache and get real with your advocates. It’s the first step in the relationship particularly if you want to grow an audience of moms.

5. Always layer in authentic conversation around your traditional campaigns.

The days where brands can just rely on traditional advertising messages are gone. Today, a blog post or tweet a mom writes mentioning your brand is an ad. These organic, authentic real stories and conversation need to be layered in along with your traditional media. These are the messages she trusts.

6. Never market to them as a niche.

There’s no one-size-fits-all mom. You can’t say, “Here’s something all of you will like.” There are Millennial moms, Boomer moms, second-life moms, Latina moms … moms of every imaginable kind. Don’t stereotype and lump us into a singular “mom” bucket or you’ll miss the mark every time.

7. Remember she’s intelligent.

Many stay-at-home moms are educated and have chosen family over career in many cases. With the economy being what it is, many moms are the primary breadwinners in their families. We like to talk about more than diapers, potty training or children. We have interests beyond gardening, cooking and reading books. Look at the types of blogs that are out there–everything from politics, business, women’s health issues and more.

8. Keep it beautifully simple.

When you’re busy, you need simplicity, and moms are hyper-taskers. Make it complicated, and you’ll lose them every time. One of the reasons Pinterest is popular with women is its simple design and the curation of relevant content, but it’s also because it’s pleasing to the eye. We appreciate good esthetics.

9. Balance emotional messaging with pragmatic information.

She still wants to be inspired, but she’s also pragmatic. She does her homework before making a purchase. It’s part of the job of being a mom – making informed choices. Over and over, the Dove campaign comes up because it does such a beautiful job of combining the emotional with the rational.

10. Remember it’s about story-selling.

Place the information within reach, and let her make a decision. Marketing to moms is about telling stories, not selling. Tell how it fits in her life, layer in people’s stories, give the back story on the product – she likes details, showcase testimonials and reviews. Sprinkle in lifestyle photos of the product in use, not just beautifully lit photos of the product. All of these tell a story.

Originally seen on Media Post.

Grab a Hand and Jump into The Era of Customer-Generated Marketing

A couple of weeks ago, I had the good fortune of participating in the first annual Hub Brand Experience Symposium in New York City.  I was amazed at how many great brands now incorporate customer-generated content into their marketing plans, all in ways very unique to their brand.

In her Sept 16 blog post, Holly Pavlika shared examples from Mark –Hans Richer, Harley Davidson’s CMO, on how brand inconsistency can actually help build brands among very diverse target groups.  In contrast, Mary Beech shared very consistent marketing examples from Kate Spade New York, a strong “live colorfully” brand voice that permeates everything from internal culture to handbags to “staff picks” to playlists.  What was common among the two?  Real conversation, real time, every day.

Paul Kramer of Catapult reminded us of the age-old balance between the “art and science” of advertising. While functional benefits have a role in brand definition and communication it’s the emotional connection that creates lasting brand value.  The campaign of feeding the shelter dogs far surpassed the results of their earlier more “scientific” approach to Pedigree dog food creative that focused on dietary needs and functional benefits of the ingredients.  Shopper connection and social sharing of these stories further strengthened the emotional bond.

Marc Speichert from L’Oreal (3rd biggest advertiser in the US) presented several examples from the beauty category which is perfect for customer “how to” video sharing. In fact one of their highly followed YouTube influencers, a 25-year-old named Michelle Phan, now has her own line of products.   L’Oreal also created an innovative Facebook toolkit to assist small salon partners in connecting with their customers.  The toolkit includes a salon finder and appointment-booking tool along with L’Oreal company product info.

Mark Addicks of General Mills said their mantra is for brands to be remarkable, as in “worthy of remark.”  Does the brand make you want to tell someone else about it? While some brand attributes, like Betty Crocker who has always helped make a house a home, are timeless, others like pursuits and activities should be timely – connecting and adding value in today’s rapidly changing multicultural world.

Stephanie Gallo of E&J Gallo showed us how Barefoot Wine rocketed to number one in the US via local community brand ambassadors who simply started talking about and sampling the brand among their friends and interest groups, making wine less elitist and more approachable for all.

Of course no marketing conference in this era would be complete without a discussion on big data and how we are still not taking full advantage of listening and targeting opportunities.  One team doing this well is NASCAR.  CMO Steve Phelps talked about their Charlotte Based Social Command Center.  The Center is staffed with 3 employees 10 hours a day so they can immediately analyze and respond to all fan conversations.  This is centered on their unifying NASCAR marketing theme of  “driver star power,” showcasing these homegrown heroes and connecting them with their fans.

You don’t need a high tech destination to get started.   Simply start listening to the conversation and jump in.  Customers want real relationships with brands, they will reward your brand’s authenticity and transparency with their loyalty.

 

 

 

 

 

Influencers versus Inserts: Is the Writing on the Wall for Print in 2013?

Written by Ted Rubin

The co-founder and CEO of Collective Bias, John Andrews, recently told Marketing Daily that there are changes in the wind regarding shopper marketing and the last bastion of print media advertising to still be alive and kicking, the Free-Standing Insert (FSI) .

It’s amazing to me the amount of money that’s still dumped into coupons and inserts in the retail space. According to the global market research company Kantar Media, more than $419 billion in consumer incentives were delivered via FSI coupons, with retail giants Wal-Mart and Walgreens taking top position. However, with print newspapers shutting down circulation and the shift in consumer focus from print and television to internet and social channels, I think the writing’s on the wall. It’s just that brands don’t know where to put those dollars yet, and it’s comfortable to hold onto whatever print vehicle is still giving somewhat of a return—especially during tough economic times.

Marketing folks predicted a faster shift to digital mediums, but circulars are still a stubborn holdout. John thinks the “Print Cliff” is coming, and he predicts 2013 will be the year everything starts to change.  So where will brands shift their current FSI marketing dollars?

With people spending more time online, sharing on social platforms and accessing information using mobile devices, the smart money will be in attracting influencers in the digital media space to recommend products and services. However, that requires a different mindset than the traditional “interruption advertising” mentality. Today’s consumers like interesting, contextual content, recommendations, reviews and information when they’re seeking to buy something—and they can find pages and pages of it by searching online. That’s where brands need to be. While their customers still use coupons and incentives, they’re looking for them in the digital space—not in print circulars.

That’s why Collective Bias was formed— to create New Media options that position brands in the space that’s gaining the most traction with today’s shoppers. Taking advantage of the power of the social graph (and integrating it with what we call the “Family graph”) for generating, at scale, targeted, contextual influencer content in a story telling narrative. Done in a way shoppers like to receive it… such as blog posts, how-to videos, attractive photo montages. We’re seeing brands increasingly grow returns on their marketing dollars in this format as they make a gradual shift away from print.

I don’t think it will be too long before the FSI will go the way of the dinosaur. In a few years most of them will not even be available, but digital influencer content can serve as a viable alternative. Established bloggers and other influencers concentrate on giving value, and their audiences trust them to keep providing that value. That’s where today’s consumers are going. By developing relationships with micro-media publishers, who as a group create content strategically, and shifting to “advertorial” content rather than advertising pitches, you can avoid throwing marketing dollars off the fast-approaching print cliff, and begin using those dollars more efficiently and effectively.

Inserts still have some life left, so I don’t think this is going to take place overnight. But trust me—it’s only a matter of time. Smart brands are already moving in the direction of emotionally connected content, social sharing and relationship building… and seeing dramatic results. Feel free to reach out and let us show you at Collective Bias… or read about some of them in my new book, Return on Relationship.

A Secret to Innovation: Childlike Imagination

Written by Ted Rubin

Need inspiration to do a better job of marketing, collaborating and growing a better future for your business? Then observe your kids (or somebody else’s kids if yours are grown). The kind of imagination we had as children tends to get put away as we grow older—but as a father who cherishes every moment I can get with my kids, I see the need for it more and more. And I’ve learned TONS of things from just watching my children interact that can (and should) be applied to growing a business.

For instance, kids are natural explorers—they’re open to ideas—they’re spontaneous. They play constantly. And it’s when they’re in a state of play that they’re the most focused and creative. We need to play MORE in order to get out of our adult box, build stronger relationships and let those creative juices flow.

At a talk recently I asked the question, “Do you think you’re a great artist?” Not many adults raised their hands, but I made the point that if you ask a room full of kids the same question, just about EVERY hand goes up! They don’t just think, they know that they’re great drawers. They don’t have self-imposed limitations, and they can’t wait to share their creations. Plus, they bond instantly with each other. Just think about the possibilities for your business if you could “let go” and tap into that childlike enthusiasm! Some companies are already doing it—and getting great results.

You’ve probably seen the astonishing pictures of Google’s workspaces. They need their employees to be on top of their game—always innovating—so their work environment is more like an elementary school kid’s dream than an office space. Bright primary colors, lots of open space, slides to get you from one floor to another, video game rooms, pool tables… seems to be counterintuitive to “getting things done at work” right? Well, they’ve got exactly the right idea for turning on their employees’ creative mojo, and it works! Look at all the innovation that comes out of them! A bunch of their initiatives might end up on the cutting room floor, but they’re always moving and shaking because the company has created the perfect environment for the creative brain.

You don’t have to have Google’s budget to do this, either. Start with yourself. If you get a chance, sit in on a young child’s birthday party or in an elementary school classroom and just watch them. Really watch them. What happens when new kids come into the room? They immediately run to the group and start interacting. If somebody’s building with blocks, suddenly you’ve got a whole table full building right along with him, with comments like: “What if we did it this way?” “Wow, that looks cool—let’s put some cars in here.” “What would happen if we put that umbrella on top?” Sounds like a think tank, doesn’t it?

By just observing how kids interact, imagine and play, you can come away with some ideas on creating a fun, collaborative environment in your business—things that really bear fruit. Unleashing a childlike imagination in a playful environment is where new products get invented, ideas germinate, and collaborative bonds become established. Is it any wonder that lots of profitable business partnerships are formed in social environments? When you can tap into the inner child, feed the source of creativity/imagination, and build relationships, anything is possible.

Now We’re Cooking Social Media…With Gas!

BradLawless, CollectiveBias, social media, marketing, shopper marketing

Last week I had the privilege of speaking about social media to a group of marketing and communications professionals at the Southern Gas Association Marketing and Customer Experience Conference.

I’ve given similar presentations a number of times in the past and led a discussion not dissimilar from those we have with clients. Social media and content marketing are not the tools like Facebook, Twitter and Pinterest that get all the attention from mainstream media. Effective social strategies create real relationships between your brand and your customers or clients. Companies who understand this leverage those headline-generating tools to add value to their customers’ lives.

At the SGA event, I found myself in a room of 30 or so folks all wondering how to use social to talk about more than utility rates and service outages in a heavily regulated industry. We discussed the role that Twitter can play in crisis communications; in times of true emergencies, companies and citizens alike publish news via this microblogging platform at lightening speeds compared to the broadcast news. Pinterest also came up as a highly engaging way to add value for gas customers. Imagine a company that posted photos of innovative kitchen designs (that featured gas appliances) or that showcased new homes with the latest energy efficient technologies (many of which may have nothing to do with natural gas.)

Companies that move in this direction will win as they transform in customer’s eyes from a standard provider of a commodity product into a trusted resource for inspiration and information. As our session ended, the attendees left the room with more questions than when they arrived, and that was a good thing. Instead of seeking the next new widget to put on their website, they left thinking about how to engage their customers in a conversation…one that leads to real relationships and adds value for everyone.

Suggestions for Crowdsourcing Content

Written by Ted Rubin

Every business needs content in order to be found in search, and to differentiate them from the competition. Without quality, helpful content (and lots of it), you’re lost in a school of fish that are all the same color. Who’s going to find you? Who’s going to pick you?

The trouble with content development is that it can be expensive. Website copy, blog articles, e-books, reports—they all take time and effort (and dollars) to produce. However without them, you really can’t do an effective job of marketing your business—especially in the social age. It’s the classic chicken-or-the-egg syndrome. The more social our businesses become, the more we need that variety of content that speaks to our listeners and helps them solve their problems so we can A: get their attention, and B: develop relationships with them.

The bad news is that most companies still don’t understand the relationship between content marketing and relationship building. Investing in content is absolutely essential—whether you’re writing it in-house or outsourcing it, and I personally believe bloggers create some of the most engaging, relevant, and worthwhile content for brands when managed strategically. The good news is that if you know who your customers are and where they look for and share content, you can use crowdsourcing to have others help you write the kind of truly helpful stuff that your market is looking for. Developing a steady stream of user-generated content isn’t free, but the BEST news is that this type of content is trusted by more people and produces better return than most advertising that uses “marketing speak.”

Here are a few suggestions for crowdsourcing content:

Blogger Outreach: There are two ways to approach this. I’ve seen some companies (like manufacturers or retailers) have their marketing directors research influential bloggers in their niche and pitch them on doing reviews of their products—offering to send a sample to use. However, this can be hit-or-miss, not very efficient and it does not incorporate story telling, or insert the product in the lives of the users. Another way to approach it (and the one I prefer) is to develop relationships with a set of bloggers, and pay them to create the content around a strategic set of goals and incorporated into lifestyle. Bloggers are micro publishers and deserve to get paid for their work. I think this approach to blogger outreach produces the best results if you want a constant stream of relevant, user-generated, authentic content. It requires a great deal of management, relationship building and strategy, but can be outsourced and managed with the right partner.

Blog Interaction: On your own blog, floating a concept or question about your brand and asking for responses can be a good way to encourage subscriber interaction. You never know when a really good response will trigger a connection and deeper conversation. I often find that asking and answering these kinds of questions (both on my blog and others) leads to more relationships, which results in more content-building opportunities. Always be thinking of ways to encourage response…. and make the questions, and the process, EASY!

Video/Visual Contests: Using Contests on social platforms such as YouTube or Pinterest can encourage user-generated videos or photo boards that portray your brand in positive light. I wouldn’t put all my eggs into this basket, but it can be a fun way to garner graphic and video content you can use in other places to build the kind of “social proof” that helps you win hearts and minds.

Co-authoring thought leadership pieces: This is where your relationship rubber meets the road, so to speak. Co-authoring books and e-books with a peer (or set of peers) requires that you have a solid relationship with your co-author(s), which will stand the stress of time-management issues and headaches that go along with getting published. However, the result of a successful collaboration here can garner wonderful results that would be difficult to achieve if you had to do it all yourself. We’re all stressed for time, so think of ways you can reach out to your peers and colleagues to crowdsource all kinds of thought-leadership pieces, such as case studies, white papers, e-books, books, webinars and videos.

You can see that all of these examples rely on collaboration—which is the cornerstone to getting the best Return on Relationship. In my opinion, planning a good content strategy should always include finding ways to crowdsource, whether it’s tapping your customers to find out what their needs are or how they view your industry, to building on your relationships with your peers to produce thought-leadership pieces. At the end of the day, your content should make everyone you deal with (your prospects AND your peers) comfortable with your brand—and using input from others to create value-oriented content can be a good way to make your brand more approachable (for more on this, check out the video (ROR: Return on Relationship™–Will They Buy from Me?).

There are lots of ways you can use crowdsourcing to build value in your organization, your personal brand, and enhance both. Don’t wait for a comprehensive strategy… start now

 

 

Technology is Changing, but Don’t Panic—People are Still People!

Written by Ted Rubin

Technology is always on the move—and we’ve made more technological advances in the last decade than any of us alive today have experienced in a generation. For instance, did you know that every 60 seconds, over 700 computers, 80 iPads, and 925 iPhones are sold today? Not to mention the monstrous amount of data we’re creating now. Over 1,800 Terabytes of data are created every minute, which is enough data to fill more than 2.6 million CDs!

We’re also consuming information differently than we did a decade ago. Brick-and-mortar book stores are going under in favor of online shopping and tablet e-readers… movie rental stores are disappearing in favor of subscription services… everything’s “going digital,” including our social lives. Tablets, apps, and smarter-than-ever smartphones now rule the day.

Some marketers are reacting to these rapid changes by telling us that the sky is falling. Email is dead…storytelling is dead… social media is taking over… nobody has time to read anymore… panic in the streets!

Yes, technology has forever changed the way we communicate, and there’s no going back. However, the same marketing principles apply to humans now that applied to them decades ago. The sky isn’t falling. People still love stories; they still respond to testimonials/reviews (maybe now more than ever); they still buy for the same reasons. They just look for and find information on different channels now. Also, they are pickier about how much information they consume and where they spend their time.

So what does that mean for marketers today? Well, this is where paying attention to social trends is important, because, people are driving these trends. Your customers share conversation about brands, make recommendations to each other based on experience, and seek out information that helps them make buying decisions. They’re just using new media/social tools to do it… and those tools make all this not only more valuable for brands, but absolutely imperative they foster, encourage AND participate. For instance, people still love to be visually entertained—only now, the power of YouTube takes us beyond TV and even viral videos, and into the realm of consumer (and brand) education and relationship building.

Social media tools don’t change what motivates people to buy. The marketing funnel still exists; we still have to attract an audience to our message and nurture them toward conversion. We just don’t have to wait for people to hop into our funnel based on reaction to display ads, TV commercials or direct mail. Social gives us a way to be proactive about building relationships through active listening and informed information-sharing. So now we can converse with prospects—build a rapport—find out what they want and deliver it. We’re still adding them to our marketing funnels, but essentially they’re already primed. They’ve had a chance to explore us, talk to us, take a deeper look at our content, and share their experiences with others—in many instances, before a single marketing message goes out.

Yes, there are still ads, and PPC is still a powerful tool. However, thanks to the data explosion provided by the social graph and technology advancements, even ad performance can be improved. We now have a faster, more efficient way of gathering data, creating ads, getting them in front of our niche markets, testing them and tweaking them to respond to trends almost in real time. That’s the power (and the beauty) of the digital revolution.

So don’t panic; your customers haven’t changed… they’re essentially the same consumers of information that they always were. They still respond to perceived value and relevancy, and they still love to be entertained and share stories. Social media doesn’t change them as much as it changes where (and how) conversation about our brands takes place.

The use of social media, and the “Return on Relationship™” it affords, is a two-way street. By listening more and broadcasting less, by engaging in conversation, we can learn more about our prospects and what they really want. And by changing how, where and when we communicate, we can make their experience with us much more rewarding and satisfying.

I would call that a win-win, wouldn’t you?

Want Better Return on Relationship?… Start “Liking” Them!

Written by Ted Rubin

Time and time again, I hear marketers cry the blues that they have a hard time making their social media efforts pay off.  “How can I create content that gets more engagement?” they ask. “I’m blogging, but nobody’s listening… I’m not getting any response to my tweets… Nobody’s ‘Liking’ my new Facebook page!”

What are they doing wrong? Well primarily, there is a misconception about social that “if you build it, they will come,” which couldn’t be further from the truth. You can have a killer website, a great looking Facebook page, Twitter and YouTube branding—the works. But if you’re not reaching out to comment on other people’s posts, sharing other people’s good content, actively helping where you can, and generally joining in the conversation on these channels, then what you’re doing is like sitting on the side of a busy highway with a “Please Like Me” sign over your head. Lots of luck with that.

If you want more from your social media activities, then give your customers and prospects a reason to take the time out of their busy lives to like you. They’re “up to here” with ad messages. Those fall on deaf ears. They’re looking for answers to their questions, solutions to their problems, and they’re also looking to make real, one-on-one connections with real people (Hint: It’s called networking).

For marketers, however, thinking about approaching social media from a networking aspect rather than a marketing aspect can be difficult—especially if you’re used to traditional marketing and measuring return on broadcast messaging (one-way, convince-and-convert messages to your audiences on TV, radio, direct mail, email or online ads). You may have heard from ad agencies that social isn’t really all that different—it’s just another kind of media. That’s precisely the wrong approach—people who spend time on social channels do so to network, build relationships, engage and interact. To be successful on social channels you need to be engaged and offer value!

There’s no lazy way out of this, folks. If you want the eyes and ears of your prospects focused on you, then take a leaf from physical networking experts and develop a “giver’s gain” philosophy when using social media.

For instance, traditional networking groups are a prime example of physical, one-on-one networking that really works. By making a commitment to show up to weekly meetings with fellow business owners, listening to their needs, and making a concerted effort to bring them referrals and help them get more customers, participants gain referrals in return. The amount of referrals they get tends to correlate directly to the amount of “giving” they do—which requires them to develop relationships with each other and develop trust. Those that attend only to blather about themselves don’t last long—it’s the deep relationships that develop over time that really produce results.

Developing fruitful relationships in social channels requires the same “giver’s gain” philosophy, and takes the same amount of dedication and work:

  • Get to know your customers/prospects by actively listening to their needs in social channels
  • Reach out to others without waiting for them to “Like” you first
  • Contribute to conversations where you can provide value (not a sales pitch)
  • Always be thinking of ways to help others solve problems
  • Introduce people when appropriate
  • Be genuine in your responses and outreach
  • Don’t expect reciprocation, but always strive to give it when someone reaches out to you

In many ways, networking on social channels is like “going back to our roots” as physical networkers. Both are about building relationships. However, those who take themselves out of the equation and focus on the needs of others can expect to get a better Return on Relationship™.  

Brands need to attract customers, but breaking through the clutter is challenging. Stand out by “Liking” them before they “Like” you

Permission Marketing: Why Brands Should Be(a)ware!

Written by Ted Rubin

Social Marketing is ultimate in Permission Marketing, and therefore it carries the ultimate marketing danger with it: taking away the permission is totally in the consumers’ control.  Brands be(a)ware!

Permission Marketing puts the power in the consumer’s hands, by requiring that the marketers send promotional messages only to consumers who have given marketers permission to do so, whether explicitly (opt-in email list, for example) or implicitly (internet search).

On one hand this is fantastic because it gives marketers a chance to provide relevant information to interested parties, but on the other hand, brands need to pay all kinds of attention to how they’re using Permission Marketing, because the consumer can pull their interest plug in a heartbeat.

So how can we keep consumers from “opting out” of our brand messages?

It’s only fitting that part of the answer comes from Seth Godin’s definition of Permission Marketing:

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”

1.     Permission is a privilege, not a right.

Consumers do not owe us their attention, and they certainly do not owe us their permission.  We need to EARN their permission, and that’s not done by a gimmick or a flashy set of ads.

Permission is earned through quality offers, genuine interest in and deep understanding of consumer preferences/needs, and a consistent track record that builds trust.  Keep the trust -> keep the permission -> keep the consumer.

2.     Relevance is king.  

We all hear daily that content is king – so let’s take that one level further and point out that it’s not just the volume or brilliance of content that matters to your consumers, it is how that content relates to them.  If content is not relevant to your consumer, it is nothing more than a waste of your time and a reason for the consumer to take away permission for ongoing interaction with you.

 3. It’s all about relationships.

People must come first – in your growth strategies, in your marketing plans, and in every social media interaction that you have.  When you place highest priority on people, you take the time to do all those hugely important things that build relationships:

  • You operate from a mindset of SERVICE
  • You think about what you can GIVE TO your consumers, rather than take from them.
  • You ask them questions, listen to and clarify their answers, and get to know their pain points and what delights them.
  • You base your innovations on what CONSUMERS actually need and want.

And the result?  You get and keep your consumers’ permission to continue and build your relationship with them.   In other words, permission is your ROR (Return on Relationship™).

 As you head into 2012, remember that Permission Marketing is a two-way street, and the traffic signals are controlled by consumers.  Be their Green Light… not their stop sign!