Contributions to Profit: Plan For 2007 and Rank Your Customers, Prospects
This is the first of a three-part series. The other two installments will appear in November and December 2006 issues.
As you develop your marketing plans for the coming year, look at all of the different prospect and customer groups, and build a plan for each group. There are five different types of prospects and customer groups: advocates, buyers, triers, prospects and suspects, based on a behavioral perspective. In the first part of this series, I’ll define these groups; in the other installments, I’ll offer some actionable plans to help you increase your profits next year.
- Companies:
- Gilbert Direct Marketing
- People:
- Jim Gilbert
- Paul Miller
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
