Measure Twice, Cut Once: 15 Years of Client Service

"Do what you do so well that they will want to see it again and bring their friends." - Walt Disney

Pluris Marketing celebrated its 15-year anniversary earlier this year and CEO and founder Michael Caccavale is the first to admit it’s been an awesome journey. Meeting clients’ needs has always required strong leadership, and a keen eye for what’s on trend, and what’s coming next. So I sat down with Mike to take a trip down memory lane and to talk about what lies ahead.

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Coupons or Experiences?

I like a good deal as much as the next guy, but stopping into a big box discount retailer the other day had me thinking about the dilution of the customer experience. Walking into a cluttered shopping experience where the in-store offer doesn’t match what I found online (or on their mobile site, because I’m definitely consulting that while I’m in the store) is an all-too-common occurrence in retail – and using discounts to defend a poor customer experience just doesn’t cut it anymore.

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Market Better: Every Interaction, Every Time

Your customer walks in to the store to purchase a widget. Two scenarios could happen:

Scenario 1

The customer walks up to the register and the associate asks if they were able to find everything they were looking for. The customer says yes, pays and leaves.

Or...

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All Forward! Tips for Your Next CEO Update

Managers in all industries know the story of the manager in the boat. He’s tasked with keeping it afloat and instead of calling the shots by staying in the middle, he’s running frantically from one side to the other to check on his crew. In doing so, he’s throwing the whole operation off-balance, and everyone ends up reacting by bailing water.

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Nailing the Triple Play

As marketers, we use web, video and mobile strategies to reach our customer base. But what if you’re the provider of one or even all these services? While most marketers are focused on leveraging these channels for consumer engagement, top cable and telecomm providers are out there selling the very platforms that marketers depend on.

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Navigating Digital Commerce: It’s All About the Data

Originally posted on DMNews

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Relevant Offers: Three Crucial Factors

More and more, consumers are bombarded with messages—from advertisements under the ice at a hockey game to mobile phone apps, or one of the thousands of other places ads are placed in today's media-rich environment. What stands out is how marketers are slowly taking up the concepts of offer optimization:

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From Automation to Integration: Beware of the Easy Button

As a marketer, I am rooting for marketers of all stripes to “get it right” at every channel. When a timely and relevant offer comes in, I give quiet praise for the marketing machine that made that stroke of genius happen. And I reward the company with my dollars. It’s a graceful exchange between consumer and brand when done right and a clunky, embarrassing gesture when it misses the mark.

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It's the Offer, Silly: Optimizing the Most Important Part of the Sale

As published by Direct Marketing News

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Persona Development – An Update

In this great post from Perianne Grignon of [x + 1], she argues that the concept of media is dead, sayi ng obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes”. But if you’re still thinking of media as an array of discreet channels that need to be individually planned for, bought, optimized and managed, the answer needs to be a loud and emphatic “no.”
At Pluris, we wholeheartedly agree with this message. Our Offer Optimization solution runs across all channels, and its goal is to deliver a consistent message to each consumer regardless of channel. About a year ago, we posted our thinking on personas as a means to provide “color” to statistics.

After a year of engaging several major brands in the development of strategic personas, our thinking has only crystallized.

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About this blog

At Pluris, we believe that we all can do a better, more efficient job at marketing to our most important customers. On this blog, we'll discuss how strategy, database management, offer optimization and analytics can help us all be better marketers. Sometimes, we may just talk about sports.

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