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Stop Merely Broadcasting and Start Building Relationships

20. Jul, 2011 • Categories: Content, Email Marketing, Online Advertising, Political Campaigns, Technology/Tools • by Curt Mercadante

Which would you prefer for your organization: merely broadcasting messages to consumers over a short period of time, or building long-term relationships with these consumers to create loyal advocates for your cause? We prefer the latter, and believe this long-term relationship building is the true strength of online communications. Anybody can press a button and [...]

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Groupon’s Strength Lies in Its … Writers? Yep.

22. Dec, 2010 • Categories: Content, Email Marketing, Technology/Tools • by Curt Mercadante

Here at Merc, our basic philosophy is that the growing number of online communications tools still aren’t as important as producing compelling, engaging content. Of course, that’s been true throughout history.  Any communications tool — be it Twitter, Facebook, a typewriter, a phone — is only as effective as the content being delivered. So it [...]

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Sorry, snail mail follow up doesn’t cut it. You missed the sale.

17. Dec, 2010 • Categories: Content, Email Marketing, Social Media, Technology/Tools • by Curt Mercadante

This is a quick follow-up to last week’s post about my car-shopping experience, and how the various dealers we visited could have used basic online tools to build better relationships, follow up and maybe even score a sale. As an update to that post, I noted that the dealer from whom we did end up [...]

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Simple Online Tactics for Car Dealers (Or Any Retail Business) to Find New Customers and Keep Current Ones Coming Back

13. Dec, 2010 • Categories: Content, Email Marketing, Social Media, Technology/Tools • by Curt Mercadante

UPDATE: I’m happy to disclose that today (a few hours after posting the original post below) we did receive a personal email from the customer relations manager at our Toyota dealership, and I believe it was totally unrelated to the post below.  Score one for Toyota! My wife and I spent last Friday car-shopping — [...]

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In email marketing, less is more. Here’s an example …

01. Sep, 2010 • Categories: Content, Email Marketing • by Curt Mercadante

I make it a habit to subscribe to as many various email distribution lists as possible — not because I like having my inbox full, but because I like to see what type of new, interesting, groundbreaking content people are using in their email programs. Unfortunately, I’m rarely impressed. One of the most solid email [...]

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