Innovative Strategies to Maximize Marketing Results
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Innovative Strategies to Maximize Marketing Results

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Banks have the opportunity to increase consumer and small business banking profitability by digging deeper into sub-segments to find unmet needs. ...

Banks have the opportunity to increase consumer and small business banking profitability by digging deeper into sub-segments to find unmet needs.

In this brief webinar, Ric Carey discusses:

•Determining your segmentation plan
•Consumer and small business segmentation options
•Developing an integrated strategy
•Designing marketing strategies and tactics for each segment

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Innovative Strategies to Maximize Marketing Results Innovative Strategies to Maximize Marketing Results Presentation Transcript

  • Innovative Strategies to Maximize Marketing Results Webinar with Ric Carey Peak Performance Consulting Group® 512-607-6332 www.peakconsultinggroup.com
  • Welcome… www.ppcgroup.com | 512-607-6332 | page 1 Ric Carey Director Main: 512-607-6332 Direct: 503-789-8790 ric.carey@ppcgroup.com  Ric Carey has had a distinguished career in banking and is known for his work in building deep and profitable customer relationships through improved consumer and small business service quality, segmentation and innovative distribution strategies.  Most recently he served as Executive Vice President and Head of Retail Banking for Umpqua Bank, overseeing Umpqua’s internationally recognized best-in-class banking program. Prior to that he was SVP and Small Business Segment and Marketing Manager at Bank One.  Ric is located in Portland, OR. In addition to supporting client needs in his areas of expertise, he manages service delivery for west coast clients.
  • Innovative marketing for results outline Developing your Segmentation Plan  The Segmentation Goal  Internal Analysis Consumer and Small Business Segmentation Options  Demographics, Profitability, Life Cycle, Behaviors Integrating the Segment Strategy throughout the Organization  Creating and Executing the Value Proposition Designing the Marketing Strategy and Tactics by Segment  Targeted and Personalized Marketing Utilizing Predictive Modeling to maximize your Marketing effort  Next Product Purchase  High Value Prospects www.ppcgroup.com | 512-607-6332 | page 2
  • The Segmentation Goal  Segments are sufficient size  Market demand and market potential can be measured  Members of the segment are reachable  Members behavior similar within segment and differ from other segments  Ease of implementation at local level www.pppcgroup.com | 512-607-6332 | page 3
  • Developing your Segmentation Plan www.pppcgroup.com | 512-607-6332 | page 4  Profitability Measures  Householding efficiency  Organizational Structure  Marketing Support  Client Management Process  Delivery Channels  Products, Packaging and Training  Salesforce expertise and Incentive plans Internal analysis
  • Consumer and Small Business Segmentation Plan Options Retirement? Investments? Credit?  Demographics  Behavioral  Needs based segmentation  Contribution tiering  Lifecycle  Product focus www.pppcgroup.com | 512-607-6332 | page 5
  • Sample Small Business Needs Based Segmentation Plan -- example Branch Relationship Management Remote Relationship Management Remote P R O F I T A B I L I T Y A High Value B Medium Value C Low Value Delivery Channel Preference Based on Client Purchasing Preference www.pppcgroup.com | 512-607-6332 | page 6
  • Building the Value Proposition PRODUCT SERVICE DELIVERY COMMUNICATION Target Segment www.pppcgroup.com | 512-607-6332 | page 7
  • Integrating the segment plan into the Value Proposition SMALL BUSINESS – BRANCH CUSTOMER - HIGH VALUE Product Service Delivery Communication Investment Services Package  Sweep  Brokerage  Mutual Funds  Retirement Plan Credit Backup Line Business DDA Personal Investment Package Differentiated Telebanking Service # Access to financial consultant Red carpet branch service Retention and cross sell focus Assigned Branch Manager with investment expertise All Delivery Channels made available  RM  Branch  PC  Telebanking Personalized DM from Branch Manager Financial profile conducted annually Phone contact through Branch Manager www.pppcgroup.com | 512-607-6332 | page 8
  • Next product purchase model – E mail or text customer with offer Promote differentiated service and benefits Designing the Marketing Strategy and Tactics by Segment www.ppcgroup.com| 512-607-6332 | page 9 1&2 3-10 Profit Decile Relationship Manager Banking Center Manager On Line – Mobile Conduct profile session needs based selling Appreciation events Next product purchase model – direct mail- personalized by RM Promote differentiated service and benefits Solicit high value modeled prospects Conduct profile session needs based selling Next product purchase model – direct mail- personalized by Manager Promote differentiated service and benefits Next product purchase model – E Mail or text offer Model deciles 3 to 10 for high value potential Next product purchase model – direct mail- not personalized Promote low cost delivery options Migrate to other channels Next product purchase model – direct mail- not personalized Promote low cost delivery options Model deciles 3 to 10 for high value potential
  • Utilizing Data Warehouses and Predictive Modeling to support Segmentation and Marketing Tactics www.ppcgroup.com | 512-607-6332 | page 10 Transaction Accounts MCIF-MIS Purchased Data Cash flow patterns Revenue Purchase patterns Delivery channel usage Payables Industry Revenue Ownership Employees Location Products used Balances / Fees Profitability Risk Other financial products Preferences Model providers Channel Preference Product Design Response Models Next Product Purchase Models Service Network Configuration Current Profitability Future Profit Potential Client Acquisition Model Sales Tracking Segment Performance Sales Management
  • In Summary www.ppcgroup.com | 512-607-6332 | page 11 The recipe for future success:  Create a focused and targeted segmentation strategy around customers and prospects  Create Value Propositions so everyone within the organization understands the segmentation strategies  Align and prioritize your sales force with the right segments  Utilize predictive modeling to support current marketing strategies while focusing on the best prospects
  • Thank you! www.ppcgroup.com | 512-607-6332 | page 12 Ric Carey Director Peak Performance Consulting Group Main: 512-607-6332 Direct: 503-789-8790 ric.carey@ppcgroup.com www.ppcgroup.com