Brand Building

Getting to Know You–A Little Song and Dance about Relationship Marketing

Author: Stacey Davis


“Getting to know you…getting to know all about you…”  You’ve heard the song, right? Who hasn’t? But what does a Rodgers and Hammerstein musical have to do with digital marketing? Well, if you’re talking about creating a good relationship marketing program…the answer is:  a whole heck of a lot.


As with the start of any promising relationship, your initial goal is to make a good first impression. Then, once the ice has been broken, you can start getting to know each other. You explore likes and dislikes. You find out what inspires them (and what they could care less about). You start to get a sense of who they really are.  Soon enough, you’ll know whether or not you ever want to see them again. And if things go well…and the connection is mutual…an engagement could be on the horizon.

Relationship marketing works the same way.

When initiating a relationship marketing campaign, getting to know your customer is a key factor in whether or not you will be successful in engaging them. It can influence whether or not they will be receptive to what you have to say in future communications.  In fact, those insights can determine whether they will greet you with open arms (or an opened Email, in this case) or slam the proverbial door in your face.

While traditional advertising is primarily about transactions, the digital universe is different. Brand interactions are everything. Sure, you want to make a great first impression. But you also want to make a solid connection—one that will continue beyond the first encounter.

So how can you define the way consumers will perceive your brand or product? How can you increase the odds that they will be receptive to future communications? And how can you determine whether or not they will they ever speak to you again? Do your homework. And show them that you give a damn.

Woo them.

Wow them.

And win them over.

A good relationship marketing campaign should be customized. Don’t make assumptions about your customers’ opinions and desires. Really get to know them: how they think, what they like, and what gets them out of bed each morning. These insights can help you tailor an RM marketing campaign to more effectively engage your specific target audience.  Having the ability to anticipate the needs of your customers can truly help you hook em’—and keep them coming back for more. The result? A long-lasting, meaningful, and of course, profitable relationship.

Now that’s something to sing about.

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Stacey Davis

Stacey Davis

As Creative Director/Copy, Stacey Davis supervises the overall content creation and management for Cadient Group, from copywriting, editorial management and proofreading. She is responsible for overseeing the creative development of a complete range of digital multi-channel programs, including digital content creation, mobile marketing, digital advertising campaigns and contextual engagement programs. Prior to joining Cadient, Ms. Davis ran her own creative consulting group, providing creative direction and copywriting assistance to clients across the country, including Saatchi & Saatchi, Euro RSCG, Medical Broadcasting Company (now Digitas), Inventive Health, GSW, Knight Marketing, and the Thomas J Paul Company. An honors graduate from Temple University, Stacey received her degree in journalism with a focus in advertising and marketing. She resides with her family in Bucks County.

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