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This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

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Facebook 'fan pages' increase psychological loyalty

Many companies that use Facebook and its 'Fan Page' module to market themselves are significantly increasing sales, word-of-mouth, and customer loyalty among a subset of their customers, according to research from Rice University's Jones Graduate School of Business, featured in the March 2010 issue of the Harvard Business Review.

Research for the article, entitled 'How Effective is Facebook Marketing?', was conducted by Utpal Dholakia (associate professor of management at Rice University's Jones Graduate School of Business) and Emily Durham (a Jones School alumna and founder of Restaurant Connections, a Houston‐based restaurant consultancy).

Dholakia and Durham surveyed customers of the Houston-based cafe chain, Dessert Gallery (DG), which did not have a Facebook presence before the study began.

The study, which was based on surveys of more than 1,700 respondents over a three month period, found that - compared with typical Dessert Gallery customers - the company's Facebook fans were significantly more loyal. For example:

According to Dholakia, the results suggest that Facebook fan pages can offer a potentially effective and low-cost channel for social-media marketing. "But we must be cautious in interpreting the study's results," Dholakia noted. "The fact that only about 5% of the firm's 13,000 customers became Facebook fans within three months also suggests that fan pages may actually work best for niche marketing programmes aimed at customers who regularly use Facebook."

Dholakia concluded that marketing programmes based on fan pages published through social media platforms such as Facebook may be especially effective for iconic brands, which are likely to attract a higher percentage of the existing customer base as fans.


Sources: Rice University /
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    Categorised as:

  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
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