Say it dont spray it presentation

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Say it dont spray it presentation

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

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