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Say it dont spray it presentation

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  • 1. “ Say It, Don’t Spray It” 12/13/10
    • Mark S. Lee
    • President
    • The LEE Group, MI LLC
    The LEE Group, MI LLC
  • 2.
    • What Binds the Organization And Connects the Dots?
    Simple Question… 2010, The LEE Group, MI LLC All Rights Reserved
  • 3. Answer…
    • Your Brand!
    2010, The LEE Group, MI LLC All Rights Reserved
  • 4. What is a Brand?
    • A brand is a product or service you do business with for a variety of reasons
    2010, The LEE Group, MI LLC All Rights Reserved
  • 5. Popular Brands
    • Nike
    • McDonald’s
    • Coca Cola
    • ESPN
    • Sports Illustrated
    • Nordstrom’s
    2010, The LEE Group, MI LLC All Rights Reserved
  • 6. Brand Components
    • A successful brand has:
      • Vision
      • A positioning Statement
      • Recognizes its point of difference
      • A strong sense of its strengths and weaknesses
      • An understanding of its competitive set
      • An effective communications plan
    2010, The LEE Group, MI LLC All Rights Reserved
  • 7. Why Purchase?
    • Reasons might include:
      • Fills a need
      • Satisfies an urge/need
      • Emotional connection
      • Price/Quality
      • It’s “hot”
      • Represents you in some way shape or form
      • Communicates something about you
    The LEE Group, MI LLC
  • 8.
    • Become the financial service provider most preferred by customers because they know XX understands their needs and is willing to work with them.
    Brand Vision/Example 2010, The LEE Group, MI LLC All Rights Reserved
  • 9. How to Make Your Brand Standout
    • Brand vision
      • What is it?
      • Easily communicated
    • Point of difference
      • What makes you different?
    • Consistent look and feel
      • Simplistic versus complicated
      • Clear message
    • Consumer friendly/accessible
      • Traditional/non-traditional
    The LEE Group, MI LLC
  • 10. Let’s move on to… Email Marketing 2010, The LEE Group, MI LLC All Rights Reserved
  • 11. Email Marketing
    • Simply put, it’s using technology to communicate with your customers in a timely and cost-efficient manner
    2010, The LEE Group, MI LLC All Rights Reserved
  • 12. Opportunities
    • Communicate on a regular basis
    • Target messages appropriately
    • Establish an ongoing relationship with customers
    • Attract non-customers
    • Deliver your message in a cost efficient manner
    2010, The LEE Group, MI LLC All Rights Reserved
  • 13. Specifically…
    • Customer Acquisition
    • Retention
    • Informing
    • Product Penetration
    • Targeting/Delivering messages
    2010, The LEE Group, MI LLC All Rights Reserved
  • 14. Do’s and Don’ts
    • Do: Allow customers to “opt in”
    • Don’t: Send out against their wishes
    • Do: Target and send relevant messages based on customer’s needs
    • Don’t: Email randomly
    2010, The LEE Group, MI LLC All Rights Reserved
  • 15. Do’s and Don’ts
    • Do: Have clearly defined goals, i.e. attract and/or retaining customers
    • Don’t: Treat all potential customers the same
    • Do: Develop a plan
    • Don’t: Email on the fly
    2010, The LEE Group, MI LLC All Rights Reserved
  • 16. Do’s and Don’ts
    • Do: Send out emails on Tuesday or Thursday afternoons
    • Don’t: Minimize Monday’s or Friday’s and/or holiday periods (unless promoting an offer)
    2010, The LEE Group, MI LLC All Rights Reserved
  • 17. Sources of Revenue Existing Customers New Customers Total Sales/Revenue 2010, The LEE Group, MI LLC All Rights Reserved
  • 18. Collect Consumer Information
    • Basic:
      • First name and email address
    • Comprehensive:
      • Basic, plus
        • Last name
        • Address
        • Phone Number/Company
    • Targeted:
      • Basic, plus
        • Interests
        • Birthdate
        • Geography
        • Title
    • Source: Email marketing workbook via Constant Contact
  • 19. Customer Acquisition
    • Email marketing can play a vital role in attracting customers
    • However, there are basic things to understand…
    2010, The LEE Group, MI LLC All Rights Reserved
  • 20. Customer Acquisition
    • Understand existing customer base
    • Acquisition costs
    • Break-even analysis
    • How do you currently acquire customers?
    • Potential Strategy: Use e-mail to target specific, relevant messages to non-customers
    2010, The LEE Group, MI LLC All Rights Reserved
  • 21. Customer Retention
    • Generally, the cost to retain is more efficient than acquiring a new customer
    • Why?
      • You already have them
      • Focus on servicing and enhancing relationship
    2010, The LEE Group, MI LLC All Rights Reserved
  • 22. Case Study
    • Implemented a fully-integrated direct marketing plan for a major company
      • Utilized a combination of Direct and Email
      • Goal was to acquire new customers and retain existing customers
      • Focused on target segmentation
    • Results
      • Reduced costs by 50%
      • Increased response rates by 70%
      • Exceeded stated business objectives
  • 23. Case Study
    • Challenge
      • Stagnant business growth
      • Declining response rates
      • Resulting in increased cost per leads
    • Improving response rates while reducing direct response costs
  • 24.
    • Based on actual experiences, here are examples of what not to do…
  • 25. What Not to Do…
    • Sending out same emails over and over
    • Forwarding emails right before the holidays
    • Not allowing people to opt in
    • Mass emails irrespective of customer profiles
    • Not having a call to action, including website and contact information
    • Use of shortcuts and texting language
  • 26. What Not to Do…
    • Lack of professionalism in email
    • Trying to close the deal versus engaging in conversations
    • Not personalizing emails
    • Finally, understand, what’s the purpose of sending an email?
  • 27. Thank You!
    • Mark S. Lee
    • Phone: (734) 707-0866
    • Email: [email_address]
    • Website: www.leegroupinnovation.com
    • Facebook/Linked In: Mark S. Lee
    • Twitter: @leegroup

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