Say my name, say my name

Recently I’ve been wondering how much Groupon would be worth if they could consistently send me deals for products that actually interest me and aren’t an hour from my home or office.

The potential for daily deals sites, mobile commerce applications and, heck, just about anything in your marketing plan is enormous.

But when your marketing is unfocused, undifferentiated and underscores that you don’t know me, it quickly becomes irrelevant. And that’s when I stop paying attention. And that’s when you run the risk that I start running away from your brand.

It’s better when you know me and show me you know me. That’s when I lean towards your brand and become more willing to collaborate to build something relevant, differentiated and even remarkable.

So, say my name. Ask how you can make your product and service better for me. And then make it happen. Rinse and repeat.


Author: stevenpdennis

Steven Dennis is a trusted advisor and thought-leader on customer-centric strategic growth and innovation. As President of SageBerry Consulting, he applies his C-level executive experience to drive growth and marketing strategy for multi-channel retail, e-commerce and luxury industry clients. He shares his ideas and wisdom regularly in the press, as an industry speaker and through his popular blog "Zen and the Art & Science of Customer-Centricity"( Prior to founding SageBerry, Steven was Senior Vice President of Strategy, Business Development and Marketing for the Neiman Marcus Group. As a member of the Executive Committee he drove the company's major growth initiatives, multi-channel marketing programs and customer insight agenda. Before joining Neiman Marcus, Steven held leadership positions with Sears, including Acting Chief Strategy Officer, Lands' End acquisition integration team leader, Vice President-Multichannel Integration and General Manager-Commercial Sales. Earlier in his career he was with NutraSweet and the global management strategy consulting firm, Booz & Co. Steven received his MBA from the Harvard Business School and a BA from Tufts University. In addition to his consulting work, Steven is an executive-in-residence at the JC Penney Center for Retail Excellence at SMU’s Cox School of Business, President of the DFW Retail Executives Association and serves on the Advisory Boards of Invodo Inc. and Nectar Online Media. He is also active in the social innovation and education reform arena as a Partner and member of the Board of Directors of Dallas Social Venture Partners. He is currently co-leader of DSVP's investment and engagement with SMU's Center on Communities and Education "School Zone" initiative in West Dallas.

3 thoughts on “Say my name, say my name”

  1. Ditto!
    I’d rather get a RELEVANT email 3 times a week than daily contact with things of little interest. How often do you consider going the “unsubscribe” route? Would you if you weren’t following for business reasons?


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