The title of the book Evergreen is an analogy to how customers are to companies as leaves are to trees. Evergreen trees remain lush, healthy and green all year round. Deciduous trees go through a pattern of growing new leaves and then shedding them. Growing new leaves and then shedding them. Does the term "customer churn" come to mind?
Profitable companies retain their customers like evergreens retain their growth. Sadly, many companies work really hard to acquire new customers only to shed them quickly thereafter. Not like an evergreen. As a result, many companies are wasting staggering amounts of money by not focusing any or a sufficient amount of their marketing on their existing customers.
In Evergreen, Noah Fleming walks you through very specific steps to show you how to better retain customers, turn them into raving fans and actually make your new customer acquisition not only easier but more effective.
Also, the book is extremely well written. I thoroughly enjoyed reading it and I bet you will, too. To listen to an interview I did with Noah Fleming about Evergreen, visit MarketingBookPodcast.com