The most important marketing strategy decision

The fundamental marketing decision that each organisation needs to make, is whether their marketing strategy will be to: get people to notice what you want to make (this means seeing the customer from a sales perspective)? or create things that people will notice and talk about (which means seeing the whole organisation from a customer’s perspective)? Customer-centric […]

Everyone means no-one – so who are your target customers?

Making tough choices is part of creating a clear strategy, and for many the toughest of all choices is who will be their target customers. “Everyone is a potential customer” usually follows a passionate explanation about why the organisation doesn’t want to exclude anyone. “Our sport/product/service should be available for everyone to enjoy…” But the trouble […]

Insight-led customer retention

“Customer retention needs to be embedded in the marrow of your organisation”. This is my favourite line from Paul Gravett‘s article entitled ‘trickle or torrent: how successful is your customer retention?’. The article explains how an organisation can (and must) boost its customer retention. While Gravett was writing for the arts sector his message is relevant to other sectors too. […]