Why Does Channel Selection Matter?

When it comes to choosing marketing channels, marketers can make many assumptions. Millennials always want digital, the Silent Generation wants print, but the reality is often far different. As marketers, if we don’t pay attention to how consumers want to engage with us, we can turn them off or leave them out in the cold. “We make a lot of assumptions, especially about buyers,” notes Liz Miller, senior vice president of marketing, CMO Council, speaking in a Target Marketing webinar “Channels of Choice.” “It’s easy to make big, bold statements. Millennials are all digital. They don’t know how to talk to each other. They are always on their phones. But consumers are funny, and generations ofte

3 ways to sell more to existing customers

Think you have to go out and drum up new customers in order to increase your sales? Prospecting is an important tool for revenue generation, but there are ways to increase your sales from existing customers, too. Here are three simple, but highly effective ways to increase revenues from the customers you already have. 1. Bring ‘em back! Revive lagging customer relationships. Identify those customers that used to order frequently but who have dropped off the map. Send them a note telling them you missed them. Ask them to fill out a survey to find out why they disengaged and offer a coupon encouraging them to come back. 2. Cross-sell and upsell. While prospecting can be enormously profitable,