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Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
Marketing from Your Customers' Perspective
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Marketing from Your Customers' Perspective

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Stop marketing the way you WANT to and start marketing the way your customers NEED you to! …

Stop marketing the way you WANT to and start marketing the way your customers NEED you to!

The message you send is not nearly important as the message they need to hear.

Published in: Business, News & Politics
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  • We hold a customer roundtable as a company once a year. We bring our best customers to a dinner panel discussion and ask them why and how they like to buy. You don’t have to go so large scale. But you can learn from some of the things they teach us. They all buy differently They have preferred methods of contact The value different giveaways (and sometimes are bound by strict rules)
  • When you look at this, you may think, “How many new customers do I need? “ You should be thinking, “Who really needs me?”
  • Replicate this person. Pick ten more just like them and spend your time on them.
  • Keller Williams 12 touch program Proforma 13 weeks to doing business on twitter Monthly mailing program – 7 months before results. 16% return rate in 1 year.
  • What do they want? What do their customers want? On the desk? In the office? For their customers?
  • Are they on the web? Twitter? What are their causes? FNB – Marketing to Doctors AHA – Marketing to Students
  • Twitter for business
  • Transcript

    • 1. Your ONE SOURCE forPromotional Products,Printing, Document andeCommerce Solutions
    • 2. Marketing From Your Customer’sPerspectiveHow to Improve Your Own Marketing Message by Thinking Less About Yourself and More About Your Customers10 steps to•Adding value to your customers•Improving referrals and sales•Solidifying your customers’ loyalty Reward and Incentive Programs
    • 3. Are you guilty of?• “I just need something to hand out at job sites. Do we have any pens?”• Sending brownies as a holiday food gift – even to the Diabetes Center.• “Let’s put a glossy version of our mission statement on the back of this business card.”• Posting, “<3 this weather!” on your LinkedIn or Twitter feed.
    • 4. Then you might need to take notes. Customers say, “I don’t want asalesperson who sells to me how they sell. I want a trusted partner who I buy from how I buy.”
    • 5. 1) The Golden Rule of ALL Networking: Be more interested than you are interestingAsk questionsDo your homeworkAsk more questions
    • 6. 2) Create Your Personalized Marketing PlanEven if your company doesn’t have one – you should.Include:•Your goals•Your target – Ideal Profitable Customer•Your value proposition•Your budget•Your timeframe
    • 7. 3) Who is this ‘Ideal Profitable Customer’?An example of, “Do the same things and get the sameresult.”Who is the customer you already work with as a trustedpartner?•Industry•Profile•Revenue•Number of Employees
    • 8. 4) What about this ‘Value Proposition’?Why did that stellar customer decide to do business withyou?Not sure? Ask them – What is it that you do that keepsthem coming back?The details are important:•How do they like to be contacted?•How often?•What results are important to them?
    • 9. 5) Determine a marketing budget• Use a guideline set by your company• Not sure where to start – use the Rule of 10% Determine the value to you in real dollars of a new customer/10% X the number of new customers you need (Quota? Personal Goals?) = Your Marketing Budget
    • 10. 6) They call it a Marketing Plan for a reason – Plan with your customer’s goals in mind• Fail to plan = Plan to Fail• Determine a plan for getting/keeping in touch with your customers • How much time do they have to see you? • How often do they WANT to see you? • How do they want to see you? • Are they online? Where?
    • 11. Ok, now you’ve laid the foundation.It’s time to really put yourself in your customer’s shoes or, in your case Their workboots.
    • 12. 7) Be…Consistent• Break your plan into ‘touches’ • Stick to your plan • Stick to your message
    • 13. 8) Give…Value• Don’t be wasteful in your giving • Give something useful • Give with variety • Give with your customer’s needs in mind
    • 14. 9) Get…creativeInventive ideas get remembered
    • 15. 10) Use New (Social) MediaThere was a time when early adopters paved the way.With Social Media, if you’re not an early adopter, you willbe left behind.The small word of social media can be a big advantage•Promote your customers with referrals and testimonialson LinkedIn or other social media sites•Mention them on twitter•Like them on Facebook
    • 16. Proforma. One Source. Infinite Resources.Proforma PrintlligenceKimble Bosworth5001 Illinois AveNashville, TN 37209615.715.0545kimble.bosworth@proforma.comhttp://proforma.com/printelligence : @printelligence : facebook.com/kimble.bosworth

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