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The Cheshire Press (an imprint of The Cheshire Group, Inc)...
our newest publications is a wonderful poetry book titled
VIEWPOINTS by Barbara Bulova Brown,.. Not just for
the poetry-lover, VIEWPOINTS is a collection of a
quarter century of Ms Brown’s work, which includes black
and white illustrations of her oil paintings, drawings and
photographs. The author welcomes
the reader to participate in her journey. The book features
an honest account of various moments and thoughts describing
an arc from youth through marriage and widowhood to the present.
Ms Brown treats life’s rewards as well as its trials,
from the irksome to the outrageous, via such topics as childhood,
marriage, home-owning, politics, art, nature, aging, illness
and death. In Dark Musings: In the early lightness of
night/It is not and is a challenge/To see that which you cannot…
Back in the thinning thick/Where woodpeckers knock beak on
bark/Of hollowing over-watered trees…You can order
a copy of this book for yourself or as a gift just
click on this link.
is the 78th issue of The Better Mousetrap. We have archived
the most recent issues on our web site. It is easy to review
them. Just click
here for the list or go to the Cheshire
Group web site and click on the link that says "Newsletter
MINNOWS STEALING YOUR BAIT FROM BIGGER FISH?
customers and clients aren’t equal. It is wise to recognize
this when you are working out marketing strategies. While you
are strategizing, take the time to prepare a model of the customers
you would most like to have and while you’re at it, write
a description of the ones who are less valuable. And then make
a third list headed: “Business we really don’t want
To put it another way, don’t
waste your bait on minnows that keep you from landing bigger
The marketing minds in a small
component manufacturing company took a hard look at what had
been taking their bait. They were initially quite pleased with
the increased traffic their web site and new advertising campaign
were bringing in. Then they discovered that much of the new
business was for small orders (onesies/twosies), each requiring
hand-holding and a great deal of time and commotion in the shipping
When the company understood that
the volume of this small-potatoes traffic was leaching profits,
they adjusted their promotional approaches to target people
who were designing for large production runs—a far more
lucrative market. Studying the customer model made it plain
that sheer numbers of inquiries and orders were not the ultimate
measure of success.
It may be hard to do, but sometimes
you have to follow the example of this component company and
throw back the ones that aren’t keepers.
OM MARKETING PLANS.
the semiconductor business, the only market share you really
care about is the one you maintain when the market is mature.
To accomplish that, a firm must convince sufficient numbers
of customers to ‘design in’ (that is, integrate)
your chip into their products. So the task force established
the goal of achieving two thousand ‘design wins’
by the end of [the year]."
William H. Davidow,
writing about the effort to restore Intel’s
preeminence in the semiconductor market.
This is a splendid example of a quantified objective. How
do you know whether you have achieved your goal? Well, did
you realize two thousand design wins by the end of [the year]?
It’s a yes/no answer. When setting your marketing objectives,
be certain to set times, dollar amounts and other figures.
“Too often marketing programs
are designed in an ivory tower. The sales force can instantly
recognize a plan that will not work, so feedback from the
field is critical. If the salespeople don’t buy in at
the outset, you should probably start over.”
Williams H. Davidow
Give your salesfolk a playbook. And don’t call an audible
they can’t hear.
TigerDirect catalog is on its way to the trashcan, a
victim of unfulfilled promises and compromised customer
loyalty. Here is a short story with a moral.
Once upon a time, several
years ago, in an office not very far away, a solid TigerDirect
customer noticed that a CD-ROM of clip art, which he
had purchased the previous week from TigerDirect, was
being offered with a companion disk for exactly the
same price as the original, single CD. The customer
called TigerDirect and asked if the deal could be extended
to him. The customer was told he could expect the new
shipment within the week.
Time passed. The customer
placed another call to TigerDirect and was again told
that the CD would be coming. This order taker added
sincere-sounding apologies for the tardiness in fulfilling
the first promise.
The customer waited. But
Irritated now, the customer
wrote a letter to Carl Fiorentino, the highly visible
president of TigerDirect, who used to furnish his photograph
in every issue of the catalog along with a chest-pounding
“Tiger’s Price Guarantee.” The customer
explained the series of events and asked specifically
for Mr. Fiorentino’s reply.
“So what are you
going to do about this?” he wrote. “Ignore
my request once again or live up to your written promise?
I await your reply.”
He is still awaiting.
Meanwhile, the TigerDirect
customer became a PC Connection customer.
And while waiting to hear
from Mr. Fiorentino, the customer spent roughly $5,000
on office supplies and equipment. PC Connection got
“I pay a bit more,”
the customer concedes, “but PC Connection has
an account manager just for me. They make me feel important
and they let me know my business is valuable.”
For the cost of a first
class postage stamp and the time spent on a short letter,
Carl Fiorentino could have kept $5,000 worth of business
within his company.
He doesn’t know,
of course, what this breech of customer loyalty cost
him. But if he treats other customers this way, it could
add up to something that affects TigerDirect’s
Now here comes the lesson:
Customer loyalty is built one small gesture at a time.
And it has something to do with manners. Just treat
people the way you’d like to be treated and you
will be happy and prosper.
YOUR MOTHER DIDN'T GIVE YOU BUT PROBABLY SHOULD HAVE
Never under any circumstances take a sleeping pill and a laxative
on the same night.
you had to identify, in one word, the reason why the human
race has not achieved, and never will achieve, its full potential,
that word would be “meetings.”
is a very fine line between “hobby” and “mental
who want to share their religious views with you almost never
want you to share yours with them.
when God, who created the entire universe with all of its
glories, decides to deliver a message to humanity, he WILL
NOT use, as His messenger, a person on cable TV with a bad
hairstyle, exhorting you to send money.
should not confuse your career with your life.
matter what happens, somebody will find a way to take it too
Be Continued Next Month
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"Goliath is Winning!.”
difference between a cult and a religion is that one
outlasts the founder."
everything you have missed, you have gained something
else, and for everything you gain, you lose something
Ralph Waldo Emerson
society, so it seems, is so numbed by violence that
it has lost its gift to be disgusted by evil."
a better mouse-trap and the world will beat a path to your
Ralph Waldo Emerson
can build it but they don't have to come. Let your
market know the product is there.
BETTER MOUSE- TRAP helps you do it. To do it even better
call The Cheshire Group at
978 475-1478 or visit us at: