Five Strategies for Phenomenal Customer Engagement for Franchises

435 views
264 views

Published on

Join us for a new and insightful webcast that explores the Five Strategies for Phenomenal Customer Engagement your franchise should focus on to keep customers coming back again and again!

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
435
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Five Strategies for Phenomenal Customer Engagement for Franchises

  1. 1. 1  
  2. 2. Phenomenal Customer Engagement = 2   #5strategies   Right  Person   Right  Message   Right  Time   Right  Channel   Right  Data  
  3. 3. Strategy #1: Communicate to Your Customers Like They are REAL People 3   #5strategies  
  4. 4. Right Person 4   •  Know  Your  Audience     •  Use  Data  for  Customer  Segmenta>on   – This  helps  target  the  right  person   #5strategies  
  5. 5. Right Person 5   •  Personaliza>on!!   Customers  are  real  people.     Customizing  your  content  to  specific  people   will  create  beIer  rela>onships  and  loyalty.   #5strategies  
  6. 6. Right Person 6   •  Build  rela>onships   with  your  online   customers!   #5strategies  
  7. 7. Right Person 7   •  Technology   –  What  they  are  buying   –  What  they  wish  they  could  buy   –  What  they  are  ignoring   •  Recommenda>ons   #5strategies  
  8. 8. 8   •  Loyal  customers  are  good   customers.   •  Loyal  customers  are  brand   ambassadors.   •  Loyal  customers  are  key  to  the   growth  of  your  business.   #5strategies  
  9. 9. Millenials 9   •  Customiza>on  is  expected   •  Appreciate  special  aIen>on     #5strategies  
  10. 10. 10   #5strategies  
  11. 11. 11  11   Offer   Offer   Bonus!     Social  Share   Great  Use  of   Data  &   Measurement   Targeted   Subject  Line   #5strategies  
  12. 12. 12   The  average  open  rate  for  emails     with  personalized  subject  lines     is  greater  than  those  without.       Emails  with  personaliza=on  boast  an   open  rate  of  19.5%  while  the  open   rate  without  is  15.1%.   #5strategies  Source:  Experian  Marke>ng  Services  
  13. 13. Mobile Optimization 13   There  are  6.8  billion  people.   5.1  million  of  those  people  own  a  cell  phone.   Only  4.2  billion  of  those  own  a  toothbrush.   > More people own a cell phone than a toothbrush!! #5strategies  Source:  Mobile  Marke>ng  Associa>on  Asia  
  14. 14. Strategy #2: Understand What Your Customers Want & Surprise & Delight Them 14   #5strategies  
  15. 15. Right Message 15   •  Iden>fy  your  audience   •  Say  the  right  thing   •  Ensure  the  message  reflects  your   brand’s  image     #5strategies      
  16. 16. Right Message 16   The  Busy  Mom:       Women  account  for  85%  of  all     consumer  purchases  –  ranging  from     automo>ve  to  healthcare.                Women  spend  about  $5  trillion                    annually  –  that  is  over  half  of  the  US  GDP!   #5strategies  Source:  The  Conversa>on  Index  Report  by  bazaarvoice  
  17. 17. Right Message 17   •  Strategizing  is  KEY   •  Know  your  audience   •  Cater  your  message  to  them   •  Use  Data!   #5strategies  
  18. 18. 18   #5strategies  
  19. 19. 19   #5strategies  
  20. 20. Right Message 20   1.  Caribou  knew  it  was  Carrie’s  birthday      (from  their  database!)     2.  Caribou  created  a  message  copy  that     would  grab  aIen>on:   – “Happy  Bou-­‐Day”   – Call  to  ac>on     #5strategies  
  21. 21. X  10   Mobile Optimization 21   Mobile  coupons  get  10  =mes  the   redemp>on  rate  of  tradi>onal  coupons.   #5strategies   Source:  Borrell  Associates  
  22. 22. 22   #5strategies  
  23. 23. Strategy #3: Plan Out the Right Choreography of Your Message 23   #5strategies  
  24. 24. Right Time 24   •  Wrong  =me  =  Wasted  effort  and  money   •  Right  =me  =  Opportunity  to  act  on  an  offer   #5strategies  
  25. 25. Right Time 25   Data  also  helps  op>mize  when  you     should  be  targe>ng  your  customer     #5strategies  
  26. 26. 26   #5strategies  
  27. 27. 27   #5strategies  
  28. 28. Right Time 28   •  Perfect  for  Jeff  –  an     “On  the  Go  Professional”   who  is  always  connected   •  Now  he  doesn’t  have  to   wait…and  he  got  to  use  a   cool  app  
  29. 29. Right Time: “Thank You Jeff” Email 29   •  No>ced  (3  –  4pm)   •  Opened  (Thank  You  Jeff)   •  Clicked  (Great  Stuff  Promo)   #5strategies  
  30. 30. Mobile Optimization 30   •  88%  of  people  check  their  email     via  a  mobile  phone  daily.     •  91%  of  all  U.S.  ci=zens   have  their  mobile  device   within  reach  24/7!   #5strategies  Source:  Get  Response  &  Morgan  Stanley  
  31. 31. Strategy #4: Collect & Respect Your Customer’s Communication Preferences 31   #5strategies  
  32. 32. Right Channel 32   •  Tradi=onal  Methods   –  Direct  Mail   –  Television  &  Radio   –  Print  ads     •  New  &  Digital   –  Email   –  SMS   –  Local  Search   –  Mobile  Apps   –  Social  Media…   #5strategies  
  33. 33. Right Channel 33   Let’s  take  a  look  at  your  tradi=onal   grandparents…   #5strategies   Different Customers = Different Channels
  34. 34. 34   #5strategies  
  35. 35. 35   #5strategies  
  36. 36. Importance of Traditional Channels 36   Response  Rates:     •  1.1%  to  1.4%  for  Direct  mail   •  0.03%  for  Email   •  0.04%  for  Internet  Display  Ads   •  0.22%  for  Paid  Search     #5strategies   Source:  CMO  Council,  May  2013  
  37. 37. Strategy #5: Put It All Together & Leverage Your Customer Data 37   #5strategies  
  38. 38. Putting it all Together 38   And  finally  –  mix     together  for  op>mal   results…   #5strategies  
  39. 39. Putting it all Together 39   •  Combine  strategies   •  Make  sure  they  connect   •  Customers  will  respond     #5strategies   +   +   +  
  40. 40. Putting it all Together 40   Rich  data  can  turn  customers  into  loyal  fans!   #5strategies   Source:  Experian  Marke>ng  Services   The  number  of  marke>ng   execu>ves  surveyed  who  allocate   at  least  1/5  of  their  budget  to   data-­‐driven  marke=ng  has   increased  227%  between   December  2012  and  June  2013    
  41. 41. 41   Data is the FUTURE! #5strategies  
  42. 42. 42   #5strategies  
  43. 43. 43   #5strategies   Amazon  is  a  trailblazer  for  using  data  collected  on  their   customers.     In  2012,  they  had  182  million  ac=ve  customers   world-­‐wide  in  their  database  who  spend,  on  average,   over  $1,200  a  year  on  their   site.       Source:  Business  Insider  
  44. 44. 44   #5strategies   What’s  the  Secret?   •  Personaliza>on   •  Recommenda>ons   •  User  Experience   •  Feedback   •  Subscrip>ons      
  45. 45. Amazon’s Answer: 45   #5strategies  
  46. 46. Data is Amazon’s key to… 46   #5strategies   Right  Person   Right  Message   Right  Time   Right  Channel   Real  Loyalty  
  47. 47. Let’s Recap! 47   •  Combine  all  5  strategies   •  Don’t  lose  personaliza>on   •  Break  through  the  noise!   #5strategies  
  48. 48. Strategy #1 – Right Person 48   Communicate  to  your  customers  like  they  are   REAL  people.   #5strategies  
  49. 49. Strategy #2 – Right Message 49   Look  at  customer  behaviors  and  trends  to   understand  what  your  customers  WANT.   #5strategies  
  50. 50. Strategy #3 – Right Time 50   You  should  know  more  about  WHEN  your   customers  need  your  products  and  services   than  they  do.     #5strategies  
  51. 51. Strategy #4 – Right Channel 51   Reques>ng  and  respec>ng  communica>on   preferences  will  help  win  TRUST.   #5strategies  
  52. 52. Strategy #5 – Right Data 52   Create  the  human  and  personal  connec>on   otherwise  know  as  1:1  marke>ng.   #5strategies  
  53. 53. Download the eBook! 53   •  bluewaterbrand.com/5strategies   #5strategies  
  54. 54. 54   #5strategies  @BluewaterBrand   Craig  Boyte   Director  of  1:1  Digital  Strategy   craig@bluewaterbrand.com   MaKenzie  Wangsness*   Digital  Marke>ng  Expert   makenzie@bluewaterbrand.com   Thankyou!
  55. 55. Connect with Us! 55   @BluewaterBrand   facebook.com/bluewaterbrand   Bluewater  Inc.   bluewaterbrand.com/blog   #5strategies  

×