Chapter 6: Save the Coals

Flashpoints

  1. Are your current marketing efforts focused solely on customer acquisition or are you also taking steps to retain those customers?
  2. What consumer information does your company currently have? Where is it stored? Make a list. Then build a single central database where you can keep all of the consumer data you collect.
  3. How can you build ways of collecting consumer data into every marketing promotion?
  4. What is your customers’ lifetime value? Make your own LTV table and do the calculations.
  5. Who are your most valuable customers? What characteristics define them?  What marketing strategies will serve them best?
  6. Now that you’ve collected your customers’ data, how can you
    1. Connect them to your company?
    2. Connect your company to them?
    3. Connect them to each other?

PyroMarketing is about more than starting a fire; it also requires that you preserve it. Keeping a record of your customers in a database helps your marketing build equity, allowing you to spend your next match building a second fire. Build a database to record your customers’ demographic and behavioral information. Build ways to capture this data into every promotion and business process that touches the consumer. Calculate your customers’ lifetime value. Segment your customers by a variety of criteria to identify the most profitable, loyal, and enthusiastic. Develop a different marketing strategy for each segment, fanning the flames of the best customers, improving the quality of moderate customers, and archiving the worst. Collect and connect. Once you collect your customers’ data, use it to connect them to your business, to connect your business to them, and to connect them to each other. By saving the coals you can start new fires whenever the need arises and do it without new matches.

Audio

Stream | Download (MP3 | 47.8 MB | 52:12)

  1. Introduction:
      Read it (PDF | 119 KB)
      Hear it (MP3 | 18.2 MB | 19:52)
      Download Audio (MP3 | 18.2 MB | 19:52)
  2. Chapter 1: From Floods to Flames
  3. Chapter 2: Fire
  4. Chapter 3: Gathering the Driest Tinder
  5. Chapter 4: Touch it with the Match
  6. Chapter 5: Fan the Flames
  7. Chapter 6: Save the Coals
  8. Chapter 7: Afterglow