Customer Marketing in a Challenging Economy

Customer Marketing in a Challenging Economy Hipkin’s Hip Shots © JHipkin 2009 1

Customers are very important! Hipkin’s Hip Shots © JHipkin 2009 2

Advocacy Price Value X-Sell Service Base Time Proﬁt Fan Hipkin’s Hip Shots © JHipkin 2009 3

Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Proﬁt Fan Hipkin’s Hip Shots © JHipkin 2009 3

Telco Case Hipkin’s Hip Shots © JHipkin 2009 4

Telco Case • Best Customers Hipkin’s Hip Shots © JHipkin 2009 4

Telco Case • Best Customers • Created value Hipkin’s Hip Shots © JHipkin 2009 4

Telco Case • Best Customers • Created value • Relationship Marketing and Sales Hipkin’s Hip Shots © JHipkin 2009 4

Telco Case • Best Customers • Created value • Relationship Marketing and Sales • 20% revenue growth for 4 years Hipkin’s Hip Shots © JHipkin 2009 4

It’s a Strategy Hipkin’s Hip Shots © JHipkin 2009 5

Where to Focus? Hipkin’s Hip Shots © JHipkin 2009 6

Where to Focus • RM Principles • Best Customers • Customer’s View • Strategies & Tactics • Creating & Nurturing Relationships Hipkin’s Hip Shots © JHipkin 2009 7

Relationship Marketing Principles Hipkin’s Hip Shots © JHipkin 2009 8

Attract the right customers for the right reasons Hipkin’s Hip Shots © JHipkin 2009 9

The most crucial time is the beginning Hipkin’s Hip Shots © JHipkin 2009 10

In established relationships continually reinforce the decision to buy Hipkin’s Hip Shots © JHipkin 2009 11

Good customers expect to be rewarded Hipkin’s Hip Shots © JHipkin 2009 12

The second most crucial time is when the relationship is at risk Hipkin’s Hip Shots © JHipkin 2009 13

RM Principles • Attract the right customers for the right reasons • The most crucial time is the beginning • In established relationships continually reinforce the decision to buy • Good customers expect to be rewarded • The second most crucial time is when the relationship is at risk Hipkin’s Hip Shots © JHipkin 2009 14

Best Customers Hipkin’s Hip Shots © JHipkin 2009 15

Heavy Users Drive a disproportionate share of category volume Hipkin’s Hip Shots © JHipkin 2009 16

Brand/Product Purchasers Light Medium Heavy Category Purchasers Low numbers here A high number Heavy identify real growth here needs opportunities protection A high number Medium here is a healthy sign A high number Light here is the booby prize Share of Requirements Hipkin’s Hip Shots © JHipkin 2009 17

Customer’s View Hipkin’s Hip Shots © JHipkin 2009 18

Customers know their worth And what your product is worth And what your competition is worth Hipkin’s Hip Shots © JHipkin 2009 19

Commercial relationship Customers expect to trade value for value Hipkin’s Hip Shots © JHipkin 2009 20

Channel is important Customers have their preferences Hipkin’s Hip Shots © JHipkin 2009 21

Interest Hipkin’s Hip Shots © JHipkin 2009 22

Strategies and Tactics Hipkin’s Hip Shots © JHipkin 2009 23

Total Category Volume It’s the heavy Volume user ... Heavy Users from Heavy Users Relatively few control your future Moderate and Light Users Total Category Users Hipkin’s Hip Shots © JHipkin 2009 24

Two Comm. Streams Relationship Building Life Cycle Driven: Support Brand, Positioning, Relationship Strategy Business Building Business Need Driven: Cross/up Sell, Competitive Reaction, etc. Hipkin’s Hip Shots © JHipkin 2009 25

CM Tactics Prospecting Consideration Connection Loyalty Value Segment Purchase Value Segment Value Segment Value Segment Value Segment Hipkin’s Hip Shots © JHipkin 2009 26

CM Tactics Prospecting Consideration Connection Loyalty Value Segment $$$$$ $$$$$$$$ $$$$$$$$$$$ $$$$ Purchase Value Segment $$$ $$$$$ $$$$$$$$ $$$ Value Segment $ $$$ $$$$$ $ Value Segment $ $$ Value Segment Hipkin’s Hip Shots © JHipkin 2009 27

Creating and Nurturing the Relationship Hipkin’s Hip Shots © JHipkin 2009 28

CM Strategy Acquisition Relationship Building Prospect Welcome contact: Periodic Communication Marketing Segmentation survey • Segmented • Drip research Campaign Management / Analytics Hipkin’s Hip Shots © JHipkin 2009 31

CM Strategy Acquisition Relationship Building Prospect Welcome contact: Periodic Communication Marketing Segmentation survey • Segmented • Drip research Campaign Management / Analytics Onsite advertising Business Building Segmented e-mail Segmented Direct Marketing Hipkin’s Hip Shots © JHipkin 2009 31

5 CM priorities • Right customer • Right message • Right time • Right channel • Right voice Hipkin’s Hip Shots © JHipkin 2009 32

Customer Marketing in a Challenging Economy

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