Addressing the inbalance between customer acquisition and retention

I believe, as marketers, we spend too much time focused on new customer acquisition and too little time on retaining our customers. To the extent it shackles business growth. I spend my days listening to how acquisition costs are rocketing, how customers are becoming harder and harder to convert. And …

In the great pop-up debate let logic dictate

Ugly discussions take place regarding the use of ecommerce pop-ups. From the informed ‘I hate sites that use popups’ to the evangelical guarantees of 10x growth, opinion is divided. Here’s the problem. As a tactic, yes pop-ups are intrusive and can often disrupt purchasing processes when used incorrectly. Playing their …

When discount codes work

Discount codes have become a default conversion optimisation tactic. Give people 10% off and there’s a greater likelihood they’ll purchase. Or so the methodology goes. 10% discount equates to £100k revenue given away for a £1m turnover business. That’s a lot of gifting. The problem, as I see it, is …

In a market of sameness, market differently

Andrew didn’t share the vision. He was inundated (as we all are…) with the stories of wily marketing from the Apples, Teslas and Red Bulls of this world. They were in a different stratosphere. Budget. Time. Energy. People. His business made products that nobody would conceive to be ‘cool’. Why …

The perils of reactive discounting

There is a discounting epidemic. On the high street. Online. The needless handover of sales profits. The 10% discount code presented to website visitors before they even begin to shop. The half price summer sale. The clearance where everything ‘must go’. Profits are being haemorrhaged. And once you head in …

Differentiation takes courage. A lot of courage.

Doing things differently. Shunning the best practices taught on stage by marketing ‘gurus’ and written about in marketing blogs and books. Deciding to shift from the marketing patterns you see brands, new and old, pursuing each and every day. It takes courage. Naturally, we all wish we knew the refined …

How to motivate people to buy repeat-purchase products from you

Do you sell a product you know your customers purchase on a regular basis? There’s a knack to motivating people to purchase over and over again. You’ve probably got access to the email technology that makes this a relatively simple process. For Brand Less Ordinary clients, we use Klaviyo. You …