Say it dont spray it presentation slide 0

Say it dont spray it presentation

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1. Say It, Dont Spray It 12/13/10 Mark S. Lee PresidentThe LEE Group, MI LLC The LEE Group, MI LLC 2. What Binds the Organization And Connects the Dots? Simple Question 2010, The LEE Group, MI LLCAll Rights Reserved 3. Answer Your Brand! 2010, The LEE Group, MI LLCAll Rights Reserved 4. What is a Brand? A brand is a product or service you do business with for a variety of reasons 2010, The LEE Group, MI LLCAll Rights Reserved 5. Popular Brands Nike McDonalds Coca Cola ESPN Sports Illustrated Nordstroms 2010, The LEE Group, MI LLCAll Rights Reserved 6. Brand Components A successful brand has: Vision A positioning Statement Recognizes its point of difference A strong sense of its strengths and weaknesses An understanding of its competitive set An effective communications plan 2010, The LEE Group, MI LLCAll Rights Reserved 7. Why Purchase? Reasons might include:Fills a need Satisfies an urge/need Emotional connection Price/Quality Its hot Represents you in some way shape or form Communicates something about you The LEE Group, MI LLC 8. Become the financial service provider most preferred by customers because they know XX understands their needs and is willing to work with them. Brand Vision/Example 2010, The LEE Group, MI LLCAll Rights Reserved 9. How to Make Your Brand Standout Brand vision What is it? Easily communicated Point of difference What makes you different? Consistent look and feel Simplistic versus complicated Clear message Consumer friendly/accessible Traditional/non-traditional The LEE Group, MI LLC 10. Lets move on to Email Marketing 2010, The LEE Group, MI LLCAll Rights Reserved 11. Email Marketing Simply put, its using technology tocommunicate with your customers in a timely and cost-efficient manner 2010, The LEE Group, MI LLCAll Rights Reserved 12. Opportunities Communicate on a regular basis Target messages appropriately Establish an ongoing relationship with customersAttract non-customers Deliver your message in a cost efficient manner 2010, The LEE Group, MI LLCAll Rights Reserved 13. Specifically Customer AcquisitionRetention InformingProduct Penetration Targeting/Delivering messages 2010, The LEE Group, MI LLCAll Rights Reserved 14. Dos and Donts Do:Allow customers to opt in Dont:Send out against their wishes Do:Target and send relevant messages based on customers needs Dont:Email randomly 2010, The LEE Group, MI LLCAll Rights Reserved 15. Dos and Donts Do:Have clearly defined goals, i.e. attract and/or retaining customers Dont:Treat all potential customers the same Do:Develop a plan Dont:Email on the fly 2010, The LEE Group, MI LLCAll Rights Reserved 16. Dos and Donts Do:Send out emails on Tuesday or Thursday afternoonsDont:Minimize Mondays or Fridays and/or holiday periods (unless promoting an offer) 2010, The LEE Group, MI LLCAll Rights Reserved 17. Sources of Revenue Existing Customers New Customers Total Sales/Revenue 2010, The LEE Group, MI LLCAll Rights Reserved 18. Collect Consumer Information Basic:First name and email address Comprehensive: Basic, plusLast name Address Phone Number/Company Targeted: Basic, plus Interests Birthdate Geography Title Source:Email marketing workbook via Constant Contact 19. Customer Acquisition Email marketing can play a vital role in attracting customers However, there are basic things to understand 2010, The LEE Group, MI LLCAll Rights Reserved 20. Customer Acquisition Understand existing customer base Acquisition costs Break-even analysis How do you currently acquire customers? Potential Strategy:Use e-mail to target specific, relevant messages to non-customers 2010, The LEE Group, MI LLCAll Rights Reserved 21. Customer Retention Generally, the cost to retain is more efficient than acquiring a new customer Why? You already have them Focus on servicing and enhancing relationship 2010, The LEE Group, MI LLCAll Rights Reserved 22. Case Study Implemented a fully-integrated direct marketing plan for a major company Utilized a combination of Direct and Email Goal was to acquire new customers and retain existing customers Focused on target segmentation Results Reduced costs by 50%Increased response rates by 70% Exceeded stated business objectives 23. Case Study Challenge Stagnant business growth Declining response rates Resulting in increased cost per leads Improving response rates while reducing direct response costs 24. Based on actual experiences, here are examples of what not to do 25. What Not to DoSending out same emails over and over Forwarding emails right before the holidays Not allowing people to opt in Mass emails irrespective of customer profiles Not having a call to action, including website and contact information Use of shortcuts and texting language 26. What Not to Do Lack of professionalism in emailTrying to close the deal versus engaging in conversationsNot personalizing emails Finally, understand, whats the purpose of sending an email? 27. Thank You! Mark S. Lee Phone:(734) 707-0866 Email:[email_address] Website:www.leegroupinnovation.com Facebook/Linked In:Mark S. Lee Twitter:@leegroup