CRM?Newtonian Marketing (577 words)
To apply Newtonian marketing practices, consider the three laws of motion concerning customers and loyalty: how to get them moving in your direction; how to keep them moving; and how to identify and prevent defection to an "external force."
Consider these three examples:
• Gevalia Kaffe. This Swedish coffee is sold directly to the consumer on a "ship-'til-forbid" structure. Much like heating oil, this gourmet coffee is delivered to your house when it's assumed you will need it. There's no room for competition from external forces, and bribes and incentives keep the customer momentum going.
• EZ Pass/Mobil Speed Pass. For both of these products, the cost of switching the continuous billing service—even switching it to a different credit card—is too high. Shereshewsky can't understand why more credit card companies haven't made partnership deals with the purveyors of these products and offered incentives for consumers to pick their specific card for billing purposes. The right amount of force could really move things in the right direction.
• Blue Light. The "stickiness" of the home page and its continuity with the K-Mart brand is critical. Instead of an object in motion, Blue Light is dealing with objects at rest. Now that it's the fourth largest Internet service provider, those at AOL and MSN might think to ask, "How sticky is free?"
These ideas can work for many marketers. Shereshewsky is happy to share them, but we really have Newton to thank, for "it is only by standing on [the] shoulders of giants" that we can see further.
Shereshewsky can be reached at email@example.com.