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Blog: How to be a good client

“Clients get the advertising they deserve” David Ogilvy When I was given this subject to write about it was quite daunting and my immediate thought was not to offend any clients past or present! However experience over a number of years and working with a myriad of personalities, I was able to focus down on…

Achieving Marketing Excellence with Your PR Agency

Whether you have a full marketing role within a large pharmaceutical company or you work for a veterinary practice where marketing is part or all of your role, or anything in-between, employing a PR agency has one aim: To provide your business or department with a return on investment (ROI). That’s the easy bit. Actually…

Marketing Metrics: The Key to Business Success

By Committee Member Alice Laurens. Customers are the most critical aspect of any business. Ensuring customer satisfaction and maintaining positive and lasting relationships with them through customer loyalty is crucial to keep a viable and profitable business. A continuously happy customer, enjoying a positive experience at each moment of truth of the customer journey, is…

Customer Satisfaction Analysis in Animal Health Marketing

By Committee Member Alice Laurens. As discussed in the previous article, customers are the most critical aspect of any business. In fact, loyal customers generate higher profit margins than new customers (Tatikonda, 2013; Sauro, 2015). Studies indicate that a 5% improvement in customer retention can add anywhere from 25% to 85% to the bottom line…

Understanding Customer Loyalty: The Role of Net Promoter Score

By Committee Member Alice Laurens. The previous articles in this series were dealing with the importance of marketing metrics in building marketing’s credibility and supporting well-informed decision-making; and also on the importance of measuring customer satisfaction levels with an organisation. As a logical next step, it now makes sense to focus a bit more on…

Optimizing Marketing Strategy with Effective Dashboards

By Committee Member Alice Laurens. Now that we have had a better understanding of the importance of marketing metrics for an organisation, and how to measure customer satisfaction levels; let’s now focus in this last article on the importance of building marketing accountability with a marketing dashboard. In previous articles, we have already seen that…