Buying Behavior | Rational Marketing

Planned Retirement Age is Going Up

A Gallup poll found that the number working Americans expecting to retire at 65 or older has risen from 44% to 61% over the last 15 years, while the number predicting retirement before 65 has fallen from 50% to 29%. The reasons may be related to shifting views on the rewards of working, as well [...]

Details from France Provide Signals

The Harvard Business Review’s Daily Stat republished information from the McKinsey Quarterly about how people over age 55 will drive two thirds of all growth in consumer spending in France over the next 20 years. These findings can offer implications for other developed countries.

French Consumers

Consumers do respond differently to different types of media. While [...]

Wow Numbers Mean Direct Mail Success

As a follow up to our post about “WOW” numbers:

According to the USPS Household Diary Study, 79% of all households read or scan the advertising mail sent to their home.

ATG’s Cross-Channel Commerce: The Consumer View report found that 78% of consumers are using multiple channels to research, shop, and ultimately complete purchases. Consumers browse and [...]

How to Get “No” for an Answer

The Harvard Business Review offered this advice in its “Management Tip of The Day”.

When making a sales or other pitch, no one wants to hear no. In the absence of a yes, you may think that maybe is preferable. But when maybe is a long prelude to no, it can be a waste of time [...]

Integrating Campaigns Boosts Response

Marketing Experiments published an article with this headline, “How one company combined offline and online marketing to increase subscriptions by 124%”. The article told of the great success of using the same images and visuals in a mailing campaign and in the associated online content to increase new subscriptions.

The conclusion was that the offline direct [...]

Advertising is Still Important

The graphic from the previous post about Word of Mouth showed that advertising, including direct mail, is the most important factor of consumer purchasing decisions during the “initial consideration” phase of the purchase decision making process.

Consumers “pull” information to them later in the purchase decision process.

How can we help you use direct mail to help [...]

Word of Mouth Matters

Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.

The power of word of mouth is greatest when consumers are buying a product for the first time or when products are relatively expensive, these factors tend to make people conduct more research, seek more trusted opinions, and take longer [...]

Bombardment Can Hurt Consumer Loyalty Too

DMNews posted an article about how customer loyalty practices can build brands. American businesses that have the strongest bottom lines right now are those that enjoy the strongest brand loyalty. More and more organizations are searching ways to gain visibility for and engagement with their brands. Marketers have always known the value of brand building. [...]

Too Much Contact to Businesses Can Hurt

The Harvard Business Review featured some results from a McKinsey & Company study that found that the “most destructive” failures of business-to-business sales reps are too much contact with customers (35%). Customers want to be contacted, not bombarded. The upside of getting things right is significant: A primary supplier perceived as having a high-performing sales [...]

Happiness Depends on Age

The New York Times reported on a Gallup Poll that found that people start out at age 18 feeling pretty good about themselves, and then, apparently, life begins to get challenging. They feel worse and worse until they hit 50. At that point, there is a sharp reversal, and people keep getting happier as they [...]

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