Purchase-to-Purchase Marketing Archive
Service Contract Marketing – Modernizing with PURLs
Posted by: Nathan Baldwin on Friday, January 6th, 2012
I recently wrote about combining PURLs and QRs (PQRs) as a way to reduce sales friction. In this latest article, I’ll focus specifically on how PURLs (Personal Uniform Resource Locator) are helping to modernizing missed point-of-sale Service Contract direct marketing. Service Contract marketing is one of the more operationally complex areas of the customer life [...]
Fulcrum Wins Prestigious Marketing Award
Posted by: David King on Wednesday, December 14th, 2011
Fulcrum and Whirlpool Corp. were recognized for their marketing programs with a NCDM Excellence Award.
Fulcrum Wins NCDM Excellence Award
Posted by: David King on Wednesday, December 14th, 2011
Fulcrum P2P, a leader in marketing services and technology, and Whirlpool Corporation have won the prestigious NCDM Database Excellence award in the technology category, as announced yesterday at the NCDM 2011 Conference in Las Vegas.
Service Contract Risk Management: What you may not know…
Posted by: Paul Swenson on Friday, November 11th, 2011
Over the past 20 years, I've learned a lot about all aspects of the service contract business. One important learning: significant risk management opportunities exist in every program. In this article, I share some case studies, as well as tips on how to improve performance.
Designing Products for the (Long-Term) Customer Lifecycle
Posted by: Nathan Baldwin on Monday, October 24th, 2011
Devices, such as Apple's iPod, now celebrating its 10th anniversary succeeded not only because of great product design, but because they made it convenient for owners to access and buy content that enhanced the customer experience with the product. What other places, could such value-added products and services be incorporated into product designs?
Finding The True Value of Extended Service Programs, Part 3: Data and Analytics
Posted by: Nathan Baldwin on Tuesday, October 4th, 2011
Our experience shows that extended service plans generate a wealth of customer and product data that can be used across the enterprise to improve customer experience, product design, and marketing.
Finding The True Value of Extended Service Programs, Part 2: Customer Continuity
Posted by: Nathan Baldwin on Tuesday, September 27th, 2011
Extended service plans often are though of as centers for producing short-term profits. Yet, when designed properly, they can also help foster customer continuity that translates in lasting relationships.