What is tripwire marketing? An introduction to the concept of tripwire marketing and why it is a great way to approach your marketing campaigns.
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Your customers are sending you signals. If you listen to them, you will make money.
Highlights
Tripwire Marketing requires you to define standard customer behavior for your business, and thenidentify customers who deviate from that behavior. This allows you to focus your marketing to make it the most effective it can be. You have to identify the customers who will defect before they do to win them back.
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Transcript
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Drew Sanocki: Welcome everyone, to the Nerd Marketing podcast; the only podcast on all of the internet where you can hear me, Drew Sanocki, talk to you about eCommerce marketing. My goal here, is to give you 100% actionable information. Give me 5-10 minutes of your busy life, and I'll give you some proven growth strategies. My name is Drew. Today, we are talking about "Trip Wire Marketing." Specifically, how you can use trip wires to grow your profits.
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Before I get into that, I have had a heck of a morning. It's 10am here in New York City, and I think I was up ... I feel like I've worked an entire day already: Got up at 5, with baby. I got her back down. Woke up again, maybe an hour and a half later, with my son, who's 3 years old. Had to get him ready for a swim class, which is the last thing you want to do at 7am on a Thursday morning; especially when he doesn't want to go, either. There's a lot of fighting going on, getting him in his Swimmi-diap and over to the pool, in the Upper West Side.
A whole other fight occurs in the locker room usually, because he does not want to go down to the pool. All the while you're surrounded by naked, old guys. I don't know if it's a generational thing, but the old-timers just walk around naked all the time. I think they're a lot more comfortable with that, than my generation. This all fascinates my son, by the way, who is just ... It's just not a good scene in the morning. Get him into the pool, get him out, where of course, again, he doesn't want to swim. Get him out of the pool, take showers; that's another fight. Get him to school.
Take an overcrowded subway down to Midtown, where I begin my podcast here, at 10am. I feel like I've been up ... I have been up for 5 hours already, but you know, that's life. That's life as a dad, and I wouldn't trade it for anything. I mean that. Today was kind of interesting. Let me have another sip of coffee here, before we get into Trip Wire Marketing.
Okay, so Trip-Wire Marketing ... The big takeaway for Trip Wire Marketing, I think ... By the end of this podcast, I think you will see why changes in your customer behavior represent huge marketing opportunities. That's my goal. In future podcasts, I think the next 2 or 3, I'm going to get more into implementation, and how to achieve those profits yourself. This one's going to be a little bit more background and context, just to rehash what got us to this place. Obviously, you run a small business, an online business, you want more profits. I think one of the best ways to get there is to, 1) Define standard customer behavior for your business, and then, 2) Do a lot of marketing when customers deviate from that behavior.
That's basically what CRM tries to do, for bigger businesses. You can do it, too! It sounds complicated, but, I'm going to give you a couple of stories here. The first would be my son.