Tags Archivesbrand marketing

Referral madness image

In today’s mail and email, I received offers for miles, rewards, points, a billing credit and a free ride. All I had to do was refer a friend or family member. Oh, and enter a code and have them enter a tracking code. Of course I recognize that referral programs are incredibly efficient (thanks Dropbox) and have a low cost per acquisition. A study was conducted by the Goethe University Frankfurt and the University of Pennsylvania on referral programs and customer value which followed the customer referral program of a German bank. That bank paid customers 25 euros for bringing in a new customer. The study found that referred customers were both more profitable and loyal than other customers. Referred ...

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Orange is the new orange image

Ah, it’s that time of year again … construction season. Lanes begin to change, roads fill with orange barrels and commutes seem longer than before. Nearly everywhere you go, you see another sign that reads “construction ahead.” This time of year can be a nuisance, an orange-barrel-filled, lane-shifting inconvenience. During the off-season, we can’t wait for potholes to be filled or crumbling roads to be repaved. However when it comes down to it, we don’t want to deal with the inevitable construction it takes to have better roads. Curious, isn’t it? We dread construction season even though it’s exactly what we wish for. The building or rebuilding period can be a time of impatience and frustration. Even though the end ...

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