Home > Uncategorized > Costly Marketing Error #1 – Lack of research

Costly Marketing Error #1 – Lack of research

All effective communication starts with research, even if it’s basic. Researching the needs, wants, and concerns of customers (or members, donors, etc.) is the obvious place to start. And don’t shy away from the negative or ‘sticky’ issues – in fact, your research is a natural way to proactively raise issues that are often the cause of customer defection. If you are not motivated to use a system for research (even a basic one like email surveys), then do your research the old-fashioned way – talk to your customers.   — Darren Ballegeer

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