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The 7 Habits of Highly Effective Audiences Developers

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The challenge of every business is to fill the funnel with prospects, convert them into customers, and then ensure those customers keep coming back. But where do you begin when today’s customer …

The challenge of every business is to fill the funnel with prospects, convert them into customers, and then ensure those customers keep coming back. But where do you begin when today’s customer journey is non-linear and self-directed? Join Ben, Jeff, & Joel as they dissect the habits of brands who have increased the size, engagement, and value of their audiences to positively impact their bottom line and their future.

Register for more upcoming webinars in The Future is Now series here:
http://pages.exacttarget.com/thefutureisnow

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  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • They look at their physical and virtual touchpoints for opportunities to grow their SFFs where it serves the consumer and does not undermine the brand. They then test to ensure quality, performance, and response.
  • A Predictive Intelligence custom-built lightbox is helping Academy Sports build a database of familiar customer contacts with a simple greeting to new site. Gaining 15k new sign-ups per week = $450,000 of data value per week (email subscribers valued at $30 each in LTV).
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • They look at their physical and virtual touchpoints for opportunities to grow their SFFs where it serves the consumer and does not undermine the brand. They then test to ensure quality, performance, and response.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • They look at their physical and virtual touchpoints for opportunities to grow their SFFs where it serves the consumer and does not undermine the brand. They then test to ensure quality, performance, and response.
  • Seth Casteel, the photographer who with some of his last money in the bank purchased an underwater camera and shot pictures of underwater dogs. The day after he posted them, he had thousands of dollars in his account thanks to social sharing from those who found the pictures funny. A career was made.
  • Casino floor at the Wynn.
  • This is to point out that 100% of mobile phones have text—and text audiences can be built for a matter of hours (event) or days (casino) or TV show (Super Bowl donations to Wounded Warriors. Talk about how all marketing is direct now thanks to the cell phone—if we leverage it.
  • Tarocash – Australian Men’s Clothing Chain
  • Tarocash – Australian Men’s Clothing Chain
  • Tarocash – Australian chain of men’s clothing stores. Experienced resistance from commissioned retail salespeople to online. Felt it was cherry-picking their sales. As a result, in-store was downplaying online.

    Launched Click & Collect (buy online, pick-up in store) and trained all staff to follow the same procedure:
    Order is picked and packed in Ecommerce warehouse and sent overnight to the store
    The store assistant calls the customer as soon as stock arrives in store
    Customer arrives in store
    Store assistant opens package with customer to ‘ensure’ correct qty and size has been delivered
    Encourages customer to try the garments on to ensure correct size and colour
    This provides an opportunity to complete the ‘outfit’ in store
     
    Other interesting facts that contributed to making this a “moment that matters”
    $39.99 ‘on sale’ shirt purchased online with click and collect option, resulted in the customer spending an additional $800 in the store when they went to collect their order.
    It really brought the store staff onboard with ‘digital’. They now see we are driving traffic into store and we are no longer the enemy
  • Tarocash – Australian chain of men’s clothing stores. Experienced resistance from commissioned retail salespeople to online. Felt it was cherry-picking their sales. As a result, in-store was downplaying online.

    Launched Click & Collect (buy online, pick-up in store) and trained all staff to follow the same procedure:
    Order is picked and packed in Ecommerce warehouse and sent overnight to the store
    The store assistant calls the customer as soon as stock arrives in store
    Customer arrives in store
    Store assistant opens package with customer to ‘ensure’ correct qty and size has been delivered
    Encourages customer to try the garments on to ensure correct size and colour
    This provides an opportunity to complete the ‘outfit’ in store
     
    Other interesting facts that contributed to making this a “moment that matters”
    $39.99 ‘on sale’ shirt purchased online with click and collect option, resulted in the customer spending an additional $800 in the store when they went to collect their order.
    It really brought the store staff onboard with ‘digital’. They now see we are driving traffic into store and we are no longer the enemy
  • This is to point out that 100% of mobile phones have text—and text audiences can be built for a matter of hours (event) or days (casino) or TV show (Super Bowl donations to Wounded Warriors. Talk about how all marketing is direct now thanks to the cell phone—if we leverage it.
  • This is to say all audiences are permission-based; however, when they want to leave, the best audience developers offer alternatives to higher volume communications via different programs or channels.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • This is to say all audiences are permission-based; however, when they want to leave, the best audience developers offer alternatives to higher volume communications via different programs or channels.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • Highly effective audience developers know they’re building assets with real value—not just capturing email addresses. As such, they are constantly working to define the value of their SFFs & educating their peers as to the value so they become more willing to collaborate. They are long-term strategists who leverage both ongoing programs and one-offcampaigns to achieve their goals.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.
  • By this, I mean that the best audience developers look to work with the media, creative, sales, and other departments to ensure advertising and other consumer interactions add to audience value.

Transcript

  • 1. The 7 Habits of Highly Effective Audience Developers August 12th, 2014 #ETWEBINARS
  • 2. Jeff Rohrs VP, Marketing Insights ExactTarget Marketing Cloud Ben Pippenger Senior Director of Email Products ExactTarget Marketing Cloud @jkrohrs @benpipp TODAY’S SPEAKERS
  • 3. THE SEVEN HABITS OF HIGHLY EFFECTIVE #ETWEBINARS AUDIENCE DEVELOPERS
  • 4. AUDIENCE ASSUMPTION DISORDER
  • 5. THE SEVEN HABITS: 1. THINK LIKE AN ASSET MANAGER 2. WALK IN THEIR SHOES 3. MAKE MOMENTS MATTER 4. SERVE AND SELL 5. HONOR THE INDIVIDUAL 6. STAND ON SHOULDERS 7. MEASURE AND EVOLVE
  • 6. HABIT #1: THINK LIKE AN ASSET MANAGER
  • 7. BUILD PROTECT DIVERSIFY
  • 8. AUDIENCES ARE YOUR ASSETS
  • 9. MARKETING AS COST-CENTER
  • 10. MARKETING AS ASSET-GENERATOR
  • 11. 1,000,000 x $30.00 $30,000,000.00 ASSET
  • 12. SEEKERS AMPLIFIERS JOINERS
  • 13. SEEKERS AMPLIFIERS JOINERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS SUBSCRIBERS FANS FOLLOWERS
  • 14. SEEKERS AMPLIFIERS JOINERS BROWSERS LISTENERS READERS SEARCHERS SHOPPERS VISITORS VIEWERS ADVOCATES ANALYSTS COMMENTERS CREATORS INFLUENCERS REPORTERS REVIEWERS SHARERS CUSTOMERS DINERS DONORS EMPLOYEES PARTNERS SUBSCRIBERS FANS FOLLOWERS SUBSCRIBERS FANS FOLLOWERS
  • 15. SIZE ENGAGEMENT VALUE
  • 16. “LIST” “AUDIENCE”
  • 17. HABIT #1: THINK LIKE AN ASSET MANAGER
  • 18. HABIT #2: WALK IN THEIR SHOES
  • 19. 15K+ email subscribers per week ($450K value/wk)
  • 20. ALL MARKETING IS NOW DIRECT
  • 21. HABIT #2: WALK IN THEIR SHOES
  • 22. HABIT #3: MAKE MOMENTS MATTER
  • 23. 200K+ Entries in 60s 5.4M Hashtag Uses 2.6B TW Impressions +211K TW Followers 12x Web TrafficA moment that transformed passive viewers into active amplifiers & followers.
  • 24. A moment to fill seats & Increase share of wallet.
  • 25. HABIT #3: MAKE MOMENTS MATTER
  • 26. HABIT #4: SERVE AND SELL
  • 27. $35 Online Sale Transformed into $800 In-Store Upsell Build Subscribers. Serve Customers. Increase Value.
  • 28. HABIT #4: SERVE AND SELL
  • 29. HABIT #5: HONOR THE INDIVIDUAL
  • 30. HABIT #5: HONOR THE INDIVIDUAL
  • 31. HABIT #6: STAND ON SHOULDERS
  • 32. HABIT #6: STAND ON SHOULDERS
  • 33. HABIT #7: MEASURE, TEST & EVOLVE
  • 34. SIZE ENGAGEMENT VALUE
  • 35. HABIT #7: MEASURE, TEST & EVOLVE
  • 36. THE SEVEN HABITS: 1. THINK LIKE AN ASSET MANAGER 2. WALK IN THEIR SHOES 3. MAKE MOMENTS MATTER 4. SERVE AND SELL 5. HONOR THE INDIVIDUAL 6. STAND ON SHOULDERS 7. MEASURE AND EVOLVE
  • 37. Jeff Rohrs VP, Marketing Insights ExactTarget Marketing Cloud Ben Pippenger Senior Director of Email Products ExactTarget Marketing Cloud @jkrohrs @benpipp Q&A
  • 38. THE SEVEN HABITS OF HIGHLY EFFECTIVE #ETWEBINARS AUDIENCE DEVELOPERS
  • 39. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment exacttarget.com/connections September 23-25
  • 40. exacttarget.com