Part 3 of the BIG Marketing Bootcamp - This month we focus on Customer Centred activity including buying behaviours

2. Let’s refresh ourselves of our
aims and goals of doing this work

3. Our Aim
By December 2015 we will have a tool kit that will provide the
basis of a marketing plan – a route map by which you can bring
your product / service directly to market.
Our Goal
For 2016 it is to lower the cost of getting
customers by 50% and
increase the rate of keeping them by 50%

4. Review on what’s we have
discussed so far?
The Marketing Audit – what we are doing
or planning to do
Setting out some goals based around
numbers
Break-evens and how they can be used to
drive your marketing
The difference between activity and
strategy

5. This Months BIG session
Placing the customer at the forefront of what
we do
The aims
• Understand who our customers are
• Step into the customer Journey
• Auditing our customers
• Shopper Anonymous – Experiences of
buying

7. Customers matter – without them we
don’t have a business
• The ‘market exchange’ can only take place
once the conditions of both the seller and
buyer are met
• Buyers are rarely clear about what criteria
have been met that prompted the exchange
• Satisfied buyers are not the objective – loyal
buyers are
therefore “DO YOU KNOW YOUR BUYER?”

9. • What kinds of information would you gather
on your customers and how would you use it?
Write down 5 bits on information of the sheet
provided and the way you would use them
Knowing our customers

11. Customer Immersion
Why?
It creates insight
It can prompt engagement
It creates focus
It can deliver new ideas and
service / product development

17. Caveats
• It is not an exact science
• It needs to be integrated with other research
activity
• It can be expensive
• It can be time consuming

18. Boston Matrix – an introduction
Used principally as a product differentiation tool –
businesses would assign the following categories to a
service or product:
Stars - have a high market share in a fast growing
market.
Cash Cows - have a high market share in a slow
growing market.
Problem children – products that have a low market
share in fast growing markets.
Dogs- products with a low market share in slow
growing markets.

19. Convert this thinking to customers
Stars – Customers who are loyal and first adopters to any new
development that you do
Cash Cows – customers who are loyal and repeat but do not vary
their choices. Would not take well to change
Problem Childs – clients who buy but need constant attention –
takers and therefore have a higher cost of service
Dogs – customers who constantly change their minds. Who
absorb resources and have a lower average value but who
demand your attention

21. I would like to hand over to Paul.