Customer Marketing in a Challenging Economy
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Customer Marketing in a Challenging Economy

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Customer marketing is a great source of revenue at any time but it is especially important in a challenging economy. This presentation looks at five priorities that are key to a successful customer ...

Customer marketing is a great source of revenue at any time but it is especially important in a challenging economy. This presentation looks at five priorities that are key to a successful customer relationship marketing program.

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Customer Marketing in a Challenging Economy Customer Marketing in a Challenging Economy Presentation Transcript

  • 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
  • Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 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
  • Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 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
  • Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 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
  • Create value From the customer’s POV Don’t bribe them RM Principles Hipkin’s Hip Shots © JHipkin 2009 29
  • Voice is important Talk to them like they know you Because they do Hipkin’s Hip Shots © JHipkin 2009 30
  • CM Strategy Hipkin’s Hip Shots © JHipkin 2009 31
  • CM Strategy Campaign Management / Analytics Hipkin’s Hip Shots © JHipkin 2009 31
  • CM Strategy Acquisition Prospect Marketing 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 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 Hipkin’s Hip Shots © JHipkin 2009 32
  • 5 CM priorities • Right customer Hipkin’s Hip Shots © JHipkin 2009 32
  • 5 CM priorities • Right customer • Right message Hipkin’s Hip Shots © JHipkin 2009 32
  • 5 CM priorities • Right customer • Right message • Right time Hipkin’s Hip Shots © JHipkin 2009 32
  • 5 CM priorities • Right customer • Right message • Right time • Right channel Hipkin’s Hip Shots © JHipkin 2009 32
  • 5 CM priorities • Right customer • Right message • Right time • Right channel • Right voice Hipkin’s Hip Shots © JHipkin 2009 32
  • Hipkin’s Hip Shots © JHipkin 2009 33
  • James Hipkin Hipkin’s Hip Shots jhipkin@gmail.com 415-505-0632 Hipkin’s Hip Shots © JHipkin 2009 34