What We’re Talking About
We’ve developed more than a few opinions on our MCA journey, and we are happy to share our perspectives and experiences. Please enjoy the following articles written by or mentioning MCA staff members that have made their way to a variety of publications. And by all means, please share them with your friends and colleagues if something resonates with you.
2019 | By: Rhett Power, Forbes Contributor
Published By: Forbes
What’s something JetBlue, Nike, Chase, Red Bull and Ben & Jerry’s all have in common? They were all category winners in Brand Keys’ 2019 Customer Loyalty Engagement Index, which celebrates brands that have demonstrated the best customer loyalty and engagement over the past 12 months. Although growing your customer base is important, customer retention is a key metric of a company’s health because attracting new customers is much more expensive than retaining existing ones.
Gayle Teskey, CEO and founder of Membership Corporation of America, a consultative and marketing services organization, recommends asking yourself the tough questions regarding retention: “What are the common denominators that connect churned customers’ experiences? Identify these push factors, and you could discover the most effective way to keep those customers around.”
2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Marketo
Here’s the truth: All marketers think their creative is “good” until it is tested. Ultimately, consumers will tell you how effective your creative is, and that realization can be harsh. Some marketers might lean on a flashy web page to reel in consumers’ interest. However, standing out only scratches the surface—what you do next with that attention can make or break your campaign.
According to CBS News, consumers in the U.S. witness roughly 5,000 messages per day, which means colorful links and snappy taglines don’t stand a chance against the barrage of other media in the cultural zeitgeist. As a result, creative should focus on content that’s relevant to your audience, not just pretty words and attractive graphics. A sure way of turning potential consumers into active customers is strategically utilizing the art of persuasion.
October 10, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Target Marketing
A long time ago in a postal system far, far away, direct mail was called mass marketing. It was the 1980s, and companies were dumping billions of advertisements into the mail stream, so much so that those ads fully deserved their eventual moniker — junk mail.
Fortunately, those days are gone. After mail volume increased in the ’80s and ’90s, marketers realized that it was cheaper to reach customers’ email inboxes, and mass marketing fell out of favor. After 9/11 and the anthrax scare, mail volume dropped even more, but I would argue that the decrease in use has largely opened up direct mail’s potential.
October 9, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Entrepreneur
The final installment of the MoviePass adventure aired earlier this year, and it wasn’t a happy ending. MoviePass’s idea seemed promising: Customers would pay $9.95 per month, subscription-style, for unlimited access to movies at their local theater. However, for this too-good-to-be-true idea to work, the brand assumed that only a small fraction of customers would take full advantage of the offer. Instead, consumers committed in droves, leaving MoviePass to foot an unexpectedly mammoth bill.
The real failure of MoviePass was that it missed an opportunity to connect with customers about what they actually wanted. Here was a large group of movie lovers, eager to lap up as many films as they could. Look at this group one way, and you see profit. Look at it another, and you see a community of people connected by a passion. By focusing solely on the deal, MoviePass ignored the power of passion as a galvanizing and sustaining force to stimulate repurchasing and form the backbone of its own brand community.
September 7, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Adotas
With the plethora of platforms available to marketing professionals, sending a unified message across each communication channel seems like a no-brainer approach. However, while channel synchronicity can be effective, it comes with a big risk: your message growing stale.
Cross-channel marketing, conversely, revolves around telling a unique story in each channel. It’s about assessing the strengths of every platform and determining the best way to capture that all-important “yes” from the consumer. In turn, cross-channel marketing can help shift your focus to bigger goals: getting more consumers in the door and holding on to them.
July 20, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Smart Insights
The call to action, or CTA, is the darling of the digital scene, a must-have for marketers in every webpage or piece of content. But don’t be distracted by their trendiness; CTAs are far from new…
A CTA is simply another way to express an age-old marketing question: “What do we want our target audience to do?” In turn, CTAs are only the latest iteration of the many techniques used to transform customers from strangers into friends.
While we’ve been making CTAs for centuries, that doesn’t mean they are a walk in the park. Many business owners and brand designers trip up when they try to turn their beautifully crafted websites into tools that actually drive action. In some scenarios, their CTAs will be hidden or completely nonexistent. Others are prominent, but they intimidate visitors, presenting hurdles to jump over.
May 24, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: MyCustomer
Business leaders can be like magpies when it comes to acquisition. They are drawn to shiny new customers and will go to any lengths to attract them.
Acquisition has become the great test of a company’s worth. It’s the question frantically asked of new hires: ‘How effective are you at getting customers?’ It’s also the metric discussed at all-hands meetings and the achievement most celebrated at the end of the workweek.
But while leaders are spending all of this attention on acquisition, they’re underestimating the importance of retaining customers once they’ve arrived. Retention, though not quite so shiny and exciting, is the real indicator of a company’s overall health and viability.
May 17, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Entrepreneur
There is an emerging truth in the business world: Companies that overlook onboarding will struggle to hold on to customers. The idea has grown and spread like a juicy rumor, and companies can no longer avoid it.
Consider the cable industry, in which onboarding is notoriously absent. Charter Communications Inc., a Connecticut-based cable company, now routinely loses hundreds of thousands of TV subscribers every quarter. This year, the cable provider experienced its worst stock plunge in almost a decade.
However, this disastrous downturn didn’t occur out of the blue — it follows cable’s long history of ignoring customers once they’ve been acquired. It’s clear that onboarding efforts should not be taken lightly.
May 1, 2018 | By: Gayle Teskey, Founder & CEO, MCA
Published By: Business.com
In business, a few continuity relationship practices get all the love. However, customer retention is (usually) not one of them. While acquisition gets all the hype, retention is what makes or breaks a brand, especially when it comes to subscription-based services.
Your work is just beginning when a customer says “yes” to your product or service. And with 40 percent of revenue dependent upon repeat orders or subscriptions, you need to quickly and gracefully move beyond the excitement of the sale and into the long-term commitment phase of your customer relationship to keep your company afloat.
April 23, 2018 | By: Gayle Teskey, Founder & CEO, MCA | Published By: Chief Marketer
Do you remember the early days when brands knew nothing about consumers? At most, they stuck to restrictive targeting efforts, advertising pink razors to women or blue T-shirts to men. If you’re at a brand where consumer experiences are equally superficial, it’s time for a reality check.
Modern consumers aren’t just looking for great products; they’re looking to feel a sense of community because they’ve purchased those products. They want to join a tribe of like-minded people echoing their sentiments and sharing their experiences. Consequently, a brand’s community is a filtering tool, a strong defense against a bad decision, and a place where consumers find value in belonging.