Say it dont spray it presentation

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  • 1. Say It, Dont Spray It 12/13/10
    • Mark S. Lee
  • President
  • The 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 customers
  • Attract non-customers
  • Deliver your message in a cost efficient manner

2010, The LEE Group, MI LLCAll Rights Reserved 13. Specifically

  • Customer Acquisition
  • Retention
  • Informing
  • Product 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 afternoons
  • Dont: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, plus
      • Last 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 Do

  • Sending 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 email
  • Trying to close the deal versus engaging in conversations
  • Not 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