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6 min read

Customer Acquisition: How to Attract the Right Customers

By Hansa Marketing on May 30, 2013 7:00:00 AM

By Roy Wollen, President, Hansa Marketing Services.

New customers are either loyal advocates in training or a hole that will drain company resources from the moment they land in your database. Taking the long-term view of customer acquisition programs will give you tools to identify both types.

Avoid those Pesky One-Time Buyers

The sad truth in our industry is that most new buyers never blossom into loyal fans and customer advocates. In fact, the majority of new customers never even buy twice.

Different offers, channels, or seasons attract a different crop of new buyers. You would think it would be relatively simple to predict who will blossom and who won’t. We certainly put a lot of resources into marketing communications from welcome kits to catalogs to e-mails - you name it.

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3 min read

Building a Better Product: New Options for Conjoint Analysis

By Hansa Marketing on Apr 4, 2013 7:00:00 AM

By Dan Llanes, Director of Analytics, Hansa GCR.

Listen up product managers, researchers, designers and marketers. No matter what product or service you are designing and selling – there is a better way of narrowing down what is important to your buyer.

Companies face the continual search for which product/service options best meet the needs of the market. Techniques commonly used include flat-out guessing, focus groups and simple surveys. The preferred method has always been Choice-based Conjoint Analysis, or CBC. The CBC exercise walks respondents through choice sets between various product/service attributes in a randomized fashion. The result is deep insights into a respondent’s decision-making criteria.

Despite its widespread use, there are potential problems. Namely, the randomized choices may all fall outside the realm of what’s important to the respondent’s ideal, making the selection less realistic. In addition, a respondent will answer a choice-based question in a few seconds. Not so when actually considering a purchase.

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3 min read

If this is your Marketing Automation, you’re probably doing it wrong

By Hansa Marketing on Mar 14, 2013 7:00:00 AM

This is part 1 in a 2 part series about marketing automation and trigger events.

Campaigns are nice to have, but they don’t mean anything; they’re not important to customers. Customers go through a continuing process of making purchase decisions. Marketers are the ones who said ‘this is the campaign, it’s going to start here, it’s going to end here.’ Now, you as customers have to fit yourself into this campaign idea.

-- Professor Don Schultz, Northwestern University

When I check my phone in the morning, I usually have at least 15 marketing emails from various companies.  I wouldn’t mind if the messages I received were relevant, but most of the time they are examples of bad marketing automation.

Verizon emails me about a new phone even though my upgrade is over a year away. West Elm emails me about a couch sale, even though I bought a couch (from West Elm) a month ago. These emails were probably automated marketing communications, which were set up without looking at me as a customer; at Hansa, we call this “let’s just message everybody” practice “batch and blast,” and it’s the wrong way to implement marketing automation.

The perception many marketers have is that email is basically free, however that simply isn’t the case; just because there are minimal monetary costs doesn’t mean that there isn’t a customer cost. Here are three potential consequences of over-communicating with customers:

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4 min read

Is Customer Experience Mapping for You?

By Hansa Marketing on Feb 14, 2013 12:10:00 AM

By Kathryn Stevens, Client Services Director, Hansa GCR.

As far as you know, your customers use the processes you provide for communication, in-person transactions, online purchasing, or order placement successfully. When you take the customer pulse with satisfaction polls, you generally don’t see any completely unhappy customers. The limitation here rests with "as far as you know."

If you listen to the undercurrents, you may have some nagging suspicions that all is not well. Customer service reps may tell you that your customers can be anywhere from mildly upset to completely hostile after a transaction. The flow of online orders, such as for takeout lunches or tickets to your events, has been going steadily downward in recent months. Customers indicate they are not willing to recommend your services to friends or relatives.

How do you figure out how well your customers progress through your processes and what they really feel after interacting with your company? The answer: Customer Experience Mapping.

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4 min read

Living a Qualitative Lifestyle with Ethnographic Research

By Hansa Marketing on Feb 7, 2013 12:16:00 AM

By Julie Meyer Asp, Sr. Project Director, Hansa GCR.

I get paid to meet up with people I don’t know. I set up these rendezvous at bars and restaurants, coffee shops and boutiques, and sometimes at people’s homes. These brief encounters give me amazing insight into people. And they should: I am an in-field qualitative researcher.

Encounters with Reality

Recently, my encounters changed my team’s and my client’s assumptions about a new product that bridges the world between personal accessory and technological device. The change started during a meeting with a 35 year-old male (an early adopter of technology) at the fine jewelry department in Bloomingdale’s.

This tech-savvy guy didn’t shop with a list of specs or buy his “only brand” as he’d told me in our previous conversations. He started the way I had expected; he picked up and carefully reviewed all of the products. That continued until one sparkled and glittered in just the right way. I could see it in his eyes; he’d found the right one. He’d fallen in love. He bought with his heart. And he loves the product he bought.

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