Inaugurations and New Faces....In Washington DC and At MerchantAdvantage

Special Commentary:

No matter on which side of the political spectrum you sit, it’s impossible not to recognize the air of expectation that surrounds next week’s inauguration of a new President. 

Chip Arndt, eTaildtail's originator and most frequent voice, is on his way to Washington, DC to participate as one of Florida’s electors.  

More than an inspiring speech and a formal transfer of power, next week represents what Roget’s Thesaurus says “inauguration” means:  a beginning, a launching, an unveiling.  The “feel good” part we share has great symbolic value but can be short-lived.  What outlasts the moment is the substance of what comes after, the quality and intelligence of the decisions implemented by the new Administration. 

We live in perilous times, with challenges of historic proportions both domestic and foreign.  Whether we voted for him or not, we hope Mr. Obama rises to this occasion and “unveils” programs that move to rebuild our economy and reduce tensions around the world.  We’ll be watching with great interest for the substance that follows the “feel good” moments of the weeks ahead.

The times are challenging in e-commerce as well, of course, though our sector continues to outperform the rest of the economy.  Just as in more traditional sectors, it’s inevitable that the pressures of competing in a weak general economic environment will compel some high visibility changes in internet retailing:  a few powerful players who have not kept up with the evolution of the marketplace will be toppled, and several upstarts with a firm commitment to exceptional quality and service will rise rapidly to the top.

We’re doing some “unveiling” here at MerchantAdvantage as well, because we are one of those firms with a commitment to stay ahead of the curve.  You’ll see some brilliant new tools added to our offering this quarter, for example, and increased communication.  And we have a new Marketing Guy:  me.

So what?  Why should you care if MerchantAdvantage has a new face in Marketing? 

Simple: we exist to make YOU more profitable, so if we’re doing our job well you can measure the results in your own performance. 

In this, my first posting on eTaildTail, I want to tell you a couple of things about how I view the world of Marketing so you’ll know what to expect in the months ahead.

First of all, I’m a fierce proponent of Relationship Marketing.  Just as it’s never about one sale you make (no matter how big), for us it’s never about getting you to make that first commitment to try a month of Channel Management.  It’s always about the value of that customer – yours or ours – for the full life of the relationship. 

Watch for my three-part series upcoming on this blog about how you create and nurture these relationships, and why it’s the most valuable time and money you’ll ever spend.

Second, I am convinced that every department in the company – yours and ours – is a Marketing Department.  From Tech Support to Accounting to the person who answers the phone, every interface with a customer is another opportunity to create and reinforce the value of the brand, or not to.

I believe in playing strong defense as well as offense, never sacrificing one for the other.  For us, marketing on the offense means bringing in new clients and increasing their frequency of purchase.  Defensive marketing means hanging on to existing clients and increasing their loyalty to us.  Neither one is enough alone.

I hesitate to admit that I’m a Marketing Guy who does not believe in sizzle.  It’s all about quality – if you don’t have that at the core of your business, you need to find something else to do.

Finally, I believe in marketing (and in life, actually) as a totality.  We’re better at our jobs, and ultimately more successful, if we acknowledge and nurture the parts of our emotional and intellectual lives that are not defined by work.  

That’s why you’ll see a new section on eTaildTail that offers brief “words of wisdom” and inspiration from great thinkers both inside and outside our normal frames of reference. Sometimes a single provocative thought can change your perspective on a problem you’ve been struggling with or provide just that seed of motivation you need to take the next big step forward.

I’m looking forward to working  with you and to helping create a successful 2009 for the whole MerchantAdvantage family of friends and clients.

- Chris Barr
EVP Marketing, MerchantAdvantage and newly minted eTaildTail weekly contributing author!