9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

CMO Network
MAY 9, 2013 @ 01:01 PM

42,982 VIEWS

This Is The Most

Important Word When
It Comes To
Relationship
Marketing
MarketShare
Advertising marketing & media FULL BIO
Opinions expressed by Forbes Contributors are their own.

Steve Olenski,Contributor

Among the many definitions of the term:

Relationshipmarketingisastrategy
designedtofostercustomerloyalty,
interactionandlongtermengagement.It
isdesignedtodevelopstrongconnections
withcustomersbyprovidingthemwith
informationdirectlysuitedtotheirneeds
http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

1/6

9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

andinterestsandbypromotingopen
communication.
While I agree with the above it leaves out one
very important word. It kind of implies the
word somewhat but does not include the
actual word and it should for this word cuts
right to the heart of the term itself and in
particular the word relationship.
The word I am referring to is emotion.
Long the holy grail of marketers and
advertisers the world over, the word emotion
speaks to that rarified place where few
brands and advertisers reside. For just as in
any relationship in life, touching on human
emotions, preferably the positive emotions,
is the key to any happy, healthy and longterm relationship.

BETA

I was reminded of all this the other week

after speaking with the CEO of thelargest
branded merchandise agency.
The agency is BDA and the CEO isJay
Deutsch. Some 30 years agoDeutsch had
what he refers to asthe ultimate 1-1
relationship marketing experience
peddlingBama-buster t-shirts to students at
LSU with his best friend and co-founderEric
Bensussen.

http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

2/6

9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

Since that humble beginning BDA has grown

intoa $300 million+ business working with
the likes of MLB, Bank of America BAC -2.77% ,
and Coca Cola, to name but a few.
Recommended by Forbes

2013 CRM Market Share

Update: 40% Of CRM
Systems Sold Are SaaSBased

Tips For Talking To

Customers

To sayDeutsch is passionate about

relationship marketing is to say I kind of like
coffee. For those that dont know me, I may
very well be a descendant of Juan Valdez.

I threw some questions Jays way as I wanted

to his take on everything from the obvious
his definition of relationship marketing to
the role merchandise plays in the digital
world.

BETA

SO:HowdoyoudefineRelationship
Marketing?
JD:I view relationship marketing as a
brands ability to create an emotional
connection with the consumer. At BDA, we
believe branded merchandise is the ultimate
1-to-1 relationship marketing vehicle.
SO:Istherearightwayandwrongway
todomerchandise
marketing/advertising?

http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

3/6

9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

JD: Absolutely. So often we see brands

throwing marketing campaigns at consumers
without putting much thought into the
execution. When the campaign isnt targeted
or specialized for a particular demographic,
it just becomes noise.
Branded merchandise can be more than 1-to1 relationship marketing. The consumer
makes a choice to wear, use or display a
product based on how well the campaign is
put together. Merchandise cultivates the
consumers affinity for a brand with the right
strategy and execution. Youve got to ask, Is
it quality? Is it on-brand? Is it reaching the
target audience? Its our job to create a
seamless campaign that extends the
appropriate brand messaging.

SO:Doesbrandedmerchandisingstill
playasbigaroleasitoncedidgiven
thedigitalagewenowlivein?
JD: When you think of branded
merchandise, what immediately comes to
mind? Take Nike. Every day you see people
walking around wearing a piece of apparel
with a Swoosh. And thats a form of branded
merchandise.

BETA

We have worked with Fortune 500

enterprises for nearly 30 years and show no
signs of slowing down. Unlike perishable
media like print, radio and TV, branded
merchandise has the ability to live on in the
lives of consumers for decades. Walk into a
teenagers bedroom and youll see branded
merchandise adorning the walls. We want to
help brands own the bedroom, office, home,
car and consumer lifestyle.

http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

4/6

9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

The digital age has presented a lot of new

and interesting opportunities for our agency.
Cultural experiences and virality are more
prevalent than ever and were seeing brands
wanting to extend their digital campaigns
with tangible merchandise. Nostalgia is one
of the most powerful emotional connections
that consumers can have to a brand and
being connected to those special moments in
popular culture freezes time for them.
So not only does it still play as big a role as it
once did, but branded merchandise is more
important than ever to differentiate a brand.
The value of dozens of social posts and
interactions doesnt compare to the affinity
even one piece of merchandise can develop.
Put together, theyre a potent marketing
strategy.
PAGE 1 / 2

Continue

Comment on this story

Report Corrections

Reprints & Permissions

BETA

Trending

10 Worst Body
Language
Mistakes
Forbes.com

http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

5/6

9/27/2016

This Is The Most Important Word When It Comes To Relationship Marketing - Forbes

VIEWS

Among the many definitions of the term:

Relationshipmarketingisastrategy
designedtofostercustomerloyalty,
interactionandlongtermengagement.It
isdesignedtodevelopstrongconnections
withcustomersbyprovidingthemwith
informationdirectlysuitedtotheirneeds
andinterestsandbypromotingopen
communication.

While I agree with the above it leaves out one

very important word. It kind of implies the
word somewhat but does not include the
actual word and it should for this word cuts
right to the heart of the term itself and in

http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/#2deae1ab2050

BETA

6/6