Heavy users, are market makers. This is a recurring theme here on Hip Shots. Find and connect with the “heavy users” of the category you compete in and and you will find success.

From the May 26th edition of AdAge:

Demographics have almost no effect on whether TV ads produce sales, and consumers’ purchase history is the most reliable predictor of success, according to research from TRA, which has been pairing data from set-top TV boxes with retail loyalty-card purchase data since 2008.

Want more evidence? (...)
Read the rest of It’s the Heavy User, Stupid (325 words)

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Post tags: Best Customers, Business Strategy, Customer Marketing, Customers, Heavy Users, Marketing Strategy

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Business often thinks about marketing as a zero sum effort.

“You pay me this much and I will give you equal value in return.”

Well, to be effective, marketing needs to be positive sum.

“You pay me this much and I will give you equal value and this much more in return.”

This is a challenging concept for companies top accept. This may be the result of the tyranny of revenue. But, if you can move past the zero sum game and embrace positive sum marketing, you can gain significant competitive advantage and generate commensurate revenue growth.

Lets sketch out the argument.(...)
Read the rest of Effective Marketing – a Positive Sum Equation (623 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | No comment | Add to del.icio.us
Post tags: Best Customers, Business Strategy, Customer Relationship Marketing, Relationship Marketing Principles

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I often find my self helping people who want to be successful entrepreneurs, people with an “idea.” When we sit down, it comes as a surprise when I tell them having an idea is the easy part. Ideas, they’re a dime a dozen. Lots of them out there. I probably have two or three a day. The hard part is execution. Making the idea real, and making it pay, now that’s hard.

So how does one become a successful entrepreneur?(...)
Read the rest of Three Steps to Being a Successful Entrepreneur (525 words)

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© James for Hipkin's Hip Shots, 2010. | Permalink | 4 comments | Add to del.icio.us
Post tags: Business Strategy, Innovation, Marketing Strategy

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