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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Brand Matters

Andrea Syverson
Is It Time for a True Goodbye?
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As I reflected on a client interaction I had this week, I thought about how helpful it is for organizations...



Marketing Sustainably

Chet Dalzell
Death of the Agency? Not So Fast ...
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Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Freeform Data Are Not Exactly Free
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Email to Support Your Shopping Cart
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Jeff Molander
The Art of the Follow-Up
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Direct Mail for the Modern Marketer

Summer Gould
Direct Mail Design: Layout
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Reinventing Direct

Gary Hennerberg
7 Tasty Copywriting Languages
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Amanda G. Watlington, Ph.D.
Should You Make Your Site Secure for Improved SEO Results?
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Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

Wendy Montes de Oca
Penguin 3.0 Is Coming and It’s Time to Clean House
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Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

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Clue Me In, Please
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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



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Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
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I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Who's Your Data?

Rio Longacre
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



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Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
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It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

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The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Do Birthday Acknowledgements Build Brand Relationships?

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Asking a customer for birth date information is a very intimate question, and one that I tell clients to consider carefully before including on any registration form.

If you have a legitimate reason for collection (identification, age requirement, etc.), then no one thinks twice about providing it—and accurately. But many brands only collect for analysis purposes—which means they'll often get useless, incorrect data—while others note that they have a special birthday program, and for those consumers who like freebies, they provide that data point willingly.

When I celebrated my birthday in early December, I received all sorts of interesting emails and direct mail wishes and offers from a variety of brands. So which ones left me feeling warm, fuzzy and loved, thereby achieving their objective of deepening my relationship with them, and which ones left me in the cold?

Here's my assessment:

  • 5 Stars to Chico's: In the week before my birthday, I received a birthday card in the mail with a coupon for X percent off on my next purchase. However, when I got to the store, I failed to bring the coupon with me. Not an issue for Chico's! Their database showed I had the birthday discount available and the clerk applied it to my purchase. Love that.
  • 4 Stars to Sharebuilder: I've been a loyal Sharebuilder customer since their inception, over 12 or 15 years ago. The weekend before my special day, I got an email acknowledging my birthday and an offer for a free "buy" trade on my account. All I had to do was click on the link provided and enter a promo code. Easy... which mimics their brand essence.
  • 3 Stars to Starbucks: As a Gold Account holder, Starbucks used to send me postcards after every 15 lattes for a free drink (which I loved). About a month before my special day, they sent me an email that my freebies would now to credited to my card automatically (fabulous!). However, about 2 weeks before my birthday, I got a birthday email telling me I'd get a freebie. When I got to Starbucks, however, it turns out I had to TELL the barista that it was my birthday, otherwise it's not automatically tied to my card. Bizarre.
  • 2 Stars to ING: On my birthday I got a Happy Birthday message and a link to a video... which wasn't really about birthdays, but more about being happy. I love ING, but judging from all the comments left from previous birthday viewers, they thought it was as strange as I did.
  • 1 Star to Wells Fargo: For a few ATM visits in early December, I got a "Happy Birthday" message on the ATM screen. No "extra" credit to my savings account. No waiver on an overdraft. No nothing. Gee, thanks.

Of course there's always one party pooper. In this case, it's the "Hey It's Free" guy who assembled all his birthday freebies and posted them for everyone to see on his website. Guess who's feeling not so special after all?

Did any of these efforts endear me to their brand? Or cause me to rethink my relationship? I can honestly say that they all made me feel a little special and loved in their own way. And they certainly help me to think twice about forgiving them for a future screw up. So as a marketer who knows how hard it is to sustain client loyalty, that's certainly worth all the candles on my cake.

Companies Mentioned:

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