The Tendo View

Insights and analysis for your strategic communications

Tag archive for ‘relationship marketing’

  • Who owns your sandbox?

    5/12/10 • (1)

    I have blogged about Smart in the past, noting the scrappy little brand’s forward-thinking site and its innovative approach to relationship marketing. My conclusion at the time was that there was a big gap between how established car companies like Nissan were handling relationship marketing with early adopters and how the new little kid on… Continue reading

  • 3 things you should know about your audience

    2/19/10 • (1)

    You’re regularly (read: frequently) monitoring blogs, social networks, and websites for coverage of your industry and mentions of your company’s brand. And you’ve even created a database of influencers for your industry based on this regular trolling. But how well do you know your audience? Probably not well enough.

    When I’m not creating content… Continue reading

  • Bigger isn’t always better

    2/09/10 • (1)

    Several weeks ago I needed to buy a replacement electrical relay to address a problem with the power steering on my track car. While there was a 90% probability that the relay was the source of the problems, I was reluctant to spend a couple hundred dollars for a factory relay if this wasn’t the culprit.

    A fellow MR2 enthusiast sent a link to an equivalent part that I could order online for $5 from a company called Digi-Key Corporation. A few days later, the nondescript electrical connector arrived in a padded manila envelope, and while it worked, it proved that the relay hadn’t been the culprit after all. And then things got weird… Continue reading

  • Smart car, smart relationship marketing

    2/08/10 • (4)

    Relationship marketing done well should build brand affinity. The goal is to facilitate both word-of-mouth evangelism and a propensity for repurchase. But like Maui’s scenic Road to Hana, the journey is often more interesting than the destination. Take the Smart car, for example.

    Just minutes after the U.S. launch of the Smart car was announced on automotive… Continue reading

  • Relevance is *still* the key to relationships

    2/05/10 • (0)

    Out with the old? Not so fast. This blog entry from February 2006 is a shining example of the adage that the more things change, the more they really do stay the same. Karla Spormann’s five key points about staying relevant ring as true today as they did back then, though the Minority Report reference is certainly past its shelf life… Continue reading