Text Box: Client Path: A journey from Stranger to Advocate that we can favorably or unfavorably influence by micro-marketing; those touches or experiences that promote initial purchase, steady loyalty-build, and eventual word-of-mouth advocacy. Analyze—Prioritize—Energize: We most boldly and honestly analyze current strengths and weaknesses, prioritizing important improvements, and making them part of ongoing marketing infrastructure. Action is as important as analysis. The Team (lower right): Since every “touch” from website to telephone to admin to facility cleanliness can influence Client Path experiences, every employee has an important role in Client Path Marketing. On Demand Tools: Client Path Marketing stresses immediacy. Long planning and execution cycles won’t work. On-demand tools are often, but not necessarily, web-based, archived for immediate action. immediately. Auto-Marketing: The next generation of on-demand: action that happens automatically based on the arrival of a trigger date or specific action on the part of a contact; e.g. new purchase triggers a 4-touch follow-up campaign.

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