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ADDING TO THE 4Ps<br />Focusing on people to create an army of promotersClay Olivier, COO and CMO – Volusion<br />Twitter:...
So, why do this?<br />Happy customers spend more and promote your brand. <br />
CREATING LOYALTY<br /><ul><li> Building a Dream Team
 WOW! your customers
 Spreading the word</li></li></ul><li>Build your Dream Team<br /><ul><li> Hire the best
 Focus on Culture
 Happy employees are your best recruiters</li></li></ul><li>Define your team’s mission<br />Make Customer Experience part ...
Make it FUN!<br />Happy employees make happy customers<br />
CREATING LOYALTY<br /><ul><li> Build your Dream Team
WOW! your customers
 Spreading the word </li></li></ul><li>Give your customers a voice<br />Integrate feedback into your day-to-day operations...
WOW! yourcustomers<br />Define your service <br /><ul><li> Name it, i.e., Out of this World Support ™
 Rally everyone in your company around it
 Share the message with your customers </li></ul>How is this idea expressed in your products and services? <br />How will ...
WOW! yourcustomers<br />Practice random acts of kindness <br /><ul><li> Always do more than expected
 Be proactive and accountable
 Close the loop on issues
Small things go a long way
 Empower your employees
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Marketing: Adding to the "4 P's" - Focusing on People to Create an Army of Promoters

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Most marketers are familiar with the typical "4 P's of Marketing." But there's another P you should keep in mind, People. This presentation shows you ways to focus on customers to build a large group of allies who will promote your business to others.

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Marketing: Adding to the "4 P's" - Focusing on People to Create an Army of Promoters

  1. 1.
  2. 2. ADDING TO THE 4Ps<br />Focusing on people to create an army of promotersClay Olivier, COO and CMO – Volusion<br />Twitter: @volusion<br />
  3. 3. So, why do this?<br />Happy customers spend more and promote your brand. <br />
  4. 4. CREATING LOYALTY<br /><ul><li> Building a Dream Team
  5. 5. WOW! your customers
  6. 6. Spreading the word</li></li></ul><li>Build your Dream Team<br /><ul><li> Hire the best
  7. 7. Focus on Culture
  8. 8. Happy employees are your best recruiters</li></li></ul><li>Define your team’s mission<br />Make Customer Experience part of your DNA<br />
  9. 9. Make it FUN!<br />Happy employees make happy customers<br />
  10. 10. CREATING LOYALTY<br /><ul><li> Build your Dream Team
  11. 11. WOW! your customers
  12. 12. Spreading the word </li></li></ul><li>Give your customers a voice<br />Integrate feedback into your day-to-day operations<br /><ul><li> Consider NPS (Net Promoter Score) to find out what your Promoters and Detractors expect from you. Then, communicate your action plan. </li></ul><br />Detractors<br />Promoters<br />Passives<br />
  13. 13. WOW! yourcustomers<br />Define your service <br /><ul><li> Name it, i.e., Out of this World Support ™
  14. 14. Rally everyone in your company around it
  15. 15. Share the message with your customers </li></ul>How is this idea expressed in your products and services? <br />How will customers interact with you? <br />How does your staff execute to this concept? <br />How do you interact with your customers? <br />(web site, email, social) <br />
  16. 16. WOW! yourcustomers<br />Practice random acts of kindness <br /><ul><li> Always do more than expected
  17. 17. Be proactive and accountable
  18. 18. Close the loop on issues
  19. 19. Small things go a long way
  20. 20. Empower your employees
  21. 21. Deliver WOW! experiences
  22. 22. Be responsive 24x7</li></li></ul><li>CREATING LOYALTY<br /><ul><li> Building a Dream Team
  23. 23. WOW! yourcustomers
  24. 24. Spreading the word</li></li></ul><li>Only 14% of consumers trust advertisers.<br />90% trust recommendations from their friends. <br />
  25. 25. Get a snap shot of your brand<br />Free tools you can start using today <br /><ul><li> SocialMention.com
  26. 26. GetSatisfaction.com
  27. 27. Technorati.com
  28. 28. Google Alerts</li></li></ul><li>Social Media Rules<br />How to engage on the social web<br />Do’s: <br /><ul><li> Be transparent & authentic
  29. 29. Answer questions & provide great content
  30. 30. Become a valued member of the community</li></ul>Don’ts:<br /><ul><li> Steer clear of trying to sell
  31. 31. Don’t attempt to control the conversation
  32. 32. Don’t spam users</li></li></ul><li>Spread the word<br />Make it easy to share the story<br /><ul><li> Start a community or join in
  33. 33. Allow customers to vote on ideas
  34. 34. Have customers submit videos
  35. 35. Share customer stories through tweets, case studies and PR
  36. 36. You’ll get what you want, if you help enough other people get to where they want.</li></li></ul><li>Spreading the word<br />Build programs to reward your best customers <br />Loyalty program members are 70% more likely than others to actively recommend products.*<br />Find ways to recognize andreward your most loyal customers.<br />Benefits of loyalty programs:<br /><ul><li> Incentivizes the right behavior
  37. 37. Increases profitability
  38. 38. Increases customer retention</li></ul>Remember: Keep it Simple. <br />*Source: Colloquy<br />
  39. 39. CREATING LOYALTY<br /><ul><li> Building a Dream Team
  40. 40. Work to WOW! customers
  41. 41. Spreading the word</li></li></ul><li>“Your brand isn’t what you say it is. It’s what they say it is.”<br />– Marty Neumeier, ‘The Brand Gap’<br />
  42. 42. ADDING TO THE 4Ps<br />Focusing on people to create an army of promotersClay Olivier, COO and CMO – Volusion<br />Twitter: @volusion<br />

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