5. On average, the lifespan of a Fortune 500 company
is 40 years.
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6. Real Meetings. Actual Decisions.
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7. Real World: Average Nonsense
A national home services company.
12 repair services ranging in price from
$350 to $13,000.
$25 CPL target for every service.
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8. Real World: Travel Policy
Airline has connection delays from Europe.
Last leg is a largely empty flight.
No more passengers were eligible for upgrades so…
…airline upgrades 7 dead-heading
employees in Business Class.
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9. Real World: Volume vs. Profits
Publicly-traded continuity product marketer
LTV model allows for $400 cost-per-new-patient.
It loses money if it pays more than $600.
30% of its customers come in at ~$700 ea.
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10. Real World: Wireless Disconnect
10,000 legacy rate plans
New plans at least 20% cheaper
Don’t ask, don’t tell renewing customers because “we
need the profits.”
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11. Real World: Checked Out
Resort Hotelier
= ADR $209 + 20% discount
Digital Marketing = ADR $239 @ 14% marketing
cost
Decision- Pause digital marketing
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12. Real World: Budget Politics
“Here’s $200,000 marketing budget left over that I
have to spend before year end.” “If I don’t spend it I’ll
lose it.
- Fortune 500 Client
Probably happens at all 500.
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13. Real World: Form over Substance
Client desire: increase form leads (70% calls)
Reason: Client assumes 70% of calls are customer
service
Audit: 60% of calls are new sales at ½ the cost
Decision: “But I still really need more forms”
Copyright response mine interactive 2010. All rights reserved. ☺
14. Real World: Short Term Memory
Between 1993 and 1995 a player traveled to Vegas
and stayed at Luxor 18 times and was given full RFB
comp.
After a break from the action, attempt to book
in 1997 was met with
“we don’t have you in our system”
Copyright response mine interactive 2010. All rights reserved. ☺
16. The Killer Business Strategy
Seg ues
s
ard
Tes able nalyze men Va l
t/a
Re w
time
ow
Meas t epor Scor t
ife
All
ure R e L
Efficiently acquire high value customers.
cog nize
Dat Repeat
Re
te
aba
unica
se
CR
Comm
M
purch
ase
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17. Efficiency
European Family
Vacation
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21. You are either focused on…
Transactions
Customers
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22. Every Client has
…friends who vacation annually.
…a place they “love to go”
…special interests & preferences
Unlike healthcare, legal, roof repairs or other
industries, travelers can be acquired.
This is especially true for Luxury travelers
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24. #6
Fail to act on the fact that
some customers are more valuable.
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25. From Angel Customers & Demon Customers- Larry Seldon
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26. 125% Top 8 Deciles
From Angel Customers & Demon Customers- Larry Seldon
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27. #5
Report revenues / bookings without breaking
out
new customers acquired, repeat clients,
referrals
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28. #4
Install a complex IVR to “help” the caller.
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29. IVR
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49. “Ken, where can we learn more?”
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50. Efficiently Acquire & High Value
Market Keep
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51. Interesting People to Follow
@pricing
@landingpagetips
@unbounce
@60SecondTweets
@annatalerico
@JeffreySummers
@acquirecustomer
@performable
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52. Advice
“How many new clients last month, quarter?”
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53. Advice
“Who are our client types,
What are the acquisition costs, revenues and
margins for each type?”
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54. Advice
Learn why your best customer books through you.
Copyright response mine interactive 2010. All rights reserved. ☺
55. Advice
Start reporting on new clients acquired by each
marketing effort and share with all your staff.
Start reporting on repeat bookings too. ;-)
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