CVS Pharmacy faces high competition and low differentiation in the market. Their marketing plan aims to build customer loyalty through rewarding social media engagement with coupons, personalizing offers through relationship marketing like Extra Bucks rewards and local store recommendations on mobile, and allocating $1 million total across social, relationship, and mobile marketing channels over 6 months to increase coupon redemptions, Extra Bucks used, and mobile check-ins.
The document summarizes the results of a marketing campaign by Colgate to drive perceptions that it is recommended by dentists. The campaign included 880 roadside posters. Research found the posters significantly increased perceptions of Colgate being recommended by dentists (up 19%) and strengthened other key brand perceptions. Posters also grew associations with terms like "clinical", "expert", and "scientific". Finally, those who saw the posters were more likely to have recently purchased Colgate (up 21%) and recommend it in the future compared to those not exposed to the posters.
This document provides information about a summer training report submitted by Chanchal for their MBA program. The report includes an acknowledgment, preface, literature review on topics like consumer behavior and customer satisfaction, an introduction to the electronics industry and consumer electronics, and an introduction to ABP Power Solutions Pvt Ltd - the company where the training took place. ABP is an online UPS manufacturer with a focus on key application areas like home office, business networks, data centers, and facilities. The report also provides details on ABP's products, services, clients, and support network.
Patient Loyalty: What it Takes to Earn Their Loyalty Sallie Burnett
The document discusses strategies for earning patient loyalty in healthcare. It defines loyalty and distinguishes it from satisfaction. Loyalty is built on satisfaction over multiple interactions that generate value. Earning recommendations is more important for healthcare providers than other industries due to influence on choices, but healthcare lags in customer service and loyalty. The 7 best practices outlined for building patient loyalty include quantifying loyalty economics, segmenting customers, improving digital experiences, cementing value relationships, and enabling referrals.
Asia Research Breakfast Seminar: Developing a winning communications strategySKIM
Presented by:
Robin de Rooij, Director Asia Pacific at SKIM | Singapore
For many companies, the essence of a focused communication strategy is a strong and clear claim at its foundation. A claim is a concise statement about a product or a brand that summarizes the key promise or value to the consumer. Claims are designed to drive consumer choice by calling upon desires or aspirations through the value it promises. Developing a winning claim is like completing an obstacle course – you need to pass all the hurdles to succeed. We shared our framework to help brand owners fine-tune their value proposition and translate it into a winning claim!
Customer retention strategies refers to the activities companies use to reduce customer defections and increase loyalty. The goal is to retain as many customers as possible through loyalty programs. Some key strategies discussed are to set sales goals, communicate regularly with customers to engage them, educate customers with helpful content, understand customer pain points, implement a loyalty program to reward repeat customers, train employee teams on retention, and solicit feedback to improve the customer experience. The overall aim is to increase the profitability of existing customers and reduce acquisition costs by focusing on keeping current customers happy and coming back.
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
CVS Pharmacy faces high competition and low differentiation in the market. Their marketing plan aims to build customer loyalty through rewarding social media engagement with coupons, personalizing offers through relationship marketing like Extra Bucks rewards and local store recommendations on mobile, and allocating $1 million total across social, relationship, and mobile marketing channels over 6 months to increase coupon redemptions, Extra Bucks used, and mobile check-ins.
The document summarizes the results of a marketing campaign by Colgate to drive perceptions that it is recommended by dentists. The campaign included 880 roadside posters. Research found the posters significantly increased perceptions of Colgate being recommended by dentists (up 19%) and strengthened other key brand perceptions. Posters also grew associations with terms like "clinical", "expert", and "scientific". Finally, those who saw the posters were more likely to have recently purchased Colgate (up 21%) and recommend it in the future compared to those not exposed to the posters.
This document provides information about a summer training report submitted by Chanchal for their MBA program. The report includes an acknowledgment, preface, literature review on topics like consumer behavior and customer satisfaction, an introduction to the electronics industry and consumer electronics, and an introduction to ABP Power Solutions Pvt Ltd - the company where the training took place. ABP is an online UPS manufacturer with a focus on key application areas like home office, business networks, data centers, and facilities. The report also provides details on ABP's products, services, clients, and support network.
Patient Loyalty: What it Takes to Earn Their Loyalty Sallie Burnett
The document discusses strategies for earning patient loyalty in healthcare. It defines loyalty and distinguishes it from satisfaction. Loyalty is built on satisfaction over multiple interactions that generate value. Earning recommendations is more important for healthcare providers than other industries due to influence on choices, but healthcare lags in customer service and loyalty. The 7 best practices outlined for building patient loyalty include quantifying loyalty economics, segmenting customers, improving digital experiences, cementing value relationships, and enabling referrals.
Asia Research Breakfast Seminar: Developing a winning communications strategySKIM
Presented by:
Robin de Rooij, Director Asia Pacific at SKIM | Singapore
For many companies, the essence of a focused communication strategy is a strong and clear claim at its foundation. A claim is a concise statement about a product or a brand that summarizes the key promise or value to the consumer. Claims are designed to drive consumer choice by calling upon desires or aspirations through the value it promises. Developing a winning claim is like completing an obstacle course – you need to pass all the hurdles to succeed. We shared our framework to help brand owners fine-tune their value proposition and translate it into a winning claim!
Customer retention strategies refers to the activities companies use to reduce customer defections and increase loyalty. The goal is to retain as many customers as possible through loyalty programs. Some key strategies discussed are to set sales goals, communicate regularly with customers to engage them, educate customers with helpful content, understand customer pain points, implement a loyalty program to reward repeat customers, train employee teams on retention, and solicit feedback to improve the customer experience. The overall aim is to increase the profitability of existing customers and reduce acquisition costs by focusing on keeping current customers happy and coming back.
POTENTIAL SERVICES, EXPECTED SERVICES
BASIC SERVICES, CORE BENEFIT, Line of visibility,
Service Design- 8 steps , Gaps Model of Service Quality,Provider Gap 1,Provider Gap 2,Key Factors Leading to Provider Gap 2,Provider Gap 3,Key Factors Leading to Provider Gap 4, Zone of Tolerance
The document discusses loyalty programs and provides best practices for developing successful programs. It notes that loyalty program memberships have grown significantly in recent years. Key elements for success include targeting offerings, offering the right rewards, understanding customers, effective communication, and measuring results. Innovative programs are integrated with payments, marketing, customer service, supply chain, and employee programs. The document concludes there is an opportunity for restaurants to develop profitable loyalty programs.
Rosve Inc is a healthcare marketing firm that specializes in marketing organizations contributing to healthcare revolution. They work to achieve the common goal of improving healthcare by expanding capabilities, deepening impact of resources, and amplifying results of investments. Rosve Inc has developed clear systems for branding, digital strategies, and content marketing to help clients successfully market in a changing landscape.
The external change forces Indonesian Hospital Industry to adapt become more customer focused company. The awareness of marketing function and the understanding of service management are a must This is one of my presentation related with this topic, hopefully you get inspiration from it.
Building Loyal Patient Relationships for Botox CosmeticVivastream
The document summarizes Allergan's Brilliant Distinctions loyalty program for Botox Cosmetics. It discusses:
1) The program was launched in 2009 and has over 1 million opted-in members. It uses a points-based system to drive continuity and cross-selling among Allergan's brands.
2) The program has a 100% digital execution including welcome emails, newsletters, promotional emails, and consumer/provider web portals.
3) Research shows the program is successful in getting members to purchase more treatments more frequently and driving base and cross-brand trial. It has been recognized as boosting Allergan's profitability.
This document provides an overview of advertising communications and promotions. It defines advertising and discusses its role as part of the marketing mix. The key elements of the promotional mix are advertising, personal selling, sales promotion, and public relations. Advertising is a non-personal, paid form of communication used to promote products, services, or ideas. It aims to create awareness, change perceptions, and influence buying behaviors. Effective advertising considers factors like the target audience, communication objectives, creative strategy, and media strategy.
The digital marketing brief aims to drive traffic and increase conversions for Team Victorious Secret. It outlines a three stage plan:
1) Awareness - Using social media, blogs, videos and ads to create awareness of their mobile device repair services.
2) Engagement - Optimizing ads and social media interactions to engage the target audience of parents, tech enthusiasts and mobile users.
3) Response - Analyzing data from stages 1 and 2 to improve performance, extend the audience and optimize spending, with the goal of increasing website traffic, revenue and ROI. Technical audits will also ensure search engines can effectively index pages.
Don't sell product, sell solutions. Your clients have problems and you can be the solution provider. Here are five areas that are keeping your customers awake at night.
Managing a Successful Fitness & Personal Training Business Presented at #File...Justin Tamsett
This document provides strategies and key performance indicators for successfully managing a fitness business. It discusses the importance of having a clear vision and business plan, understanding the difference between buying and selling, focusing on the top 3 priorities and 1 of 3 tasks each day. Metrics are presented for membership numbers, sales, marketing, staff retention, personal training sessions, group fitness classes and net promoter scores. Effective marketing strategies are outlined that combine various online, print and referral tactics. The overall marketing equation and components of an effective marketing mix and strategy are also summarized.
Customers include anyone to which the organization supplies the products or services and they invest in terms of revenue.
Customer focus is defined as the degree to which an organization satisfy the customer demand and expectations.
Quality Guru Deming Quoted:
“Quality may be defined as an excellent product or service that fulfills or exceed our expectations”
This document provides an introduction to consumer behaviour and marketing concepts. It discusses:
1) Marketing aims to identify customer needs and develop products/services to satisfy those needs better than competitors. Successful marketing requires understanding customer groups.
2) Consumer needs can be basic (hunger) or acquired from social influences. Wants are desirable but nonessential products/services. Marketers must identify unmet or partially met needs.
3) A consumer-focused approach requires deep understanding of customer motivations which may vary significantly within groups. Research reveals nuances that help tailor marketing appeals more effectively.
- Lawrence and Mayo is a 137-year-old eyewear company with 90 stores across India. The project report analyzes consumer buying behavior for eyewear through the company's corporate eye screening program (CESP).
- 158 consumers participated in the study. Key factors in choosing eyewear were found to be fashion trends, brands, fit, durability and frame material. Word of mouth and past experience most influenced customers' initial store visit.
- Higher-income customers tended to purchase more expensive eyewear and change their eyewear more frequently. The report provides recommendations like targeting higher-level employees and offering membership benefits to increase sales and customer retention.
Benefits of Customer Satisfaction SurveysZonkaFeedback
One of the best mediums to collect valuable data from your consumers and use them to enhance their experience is with the help of Customer Satisfaction Surveys. Conducting them at regular intervals and addressing your consumer’s problems can help you improve customer loyalty and increase sales revenue.
Read More @ https://www.zonkafeedback.com/blog/benefits-of-customer-satisfaction-surveys
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Oana Sav presented the consumption chain analysis as introduced by Rita McGrath and Ian MacMillan, could be a great instrument for marketers to plan their customer experiences initiatives that could help their organizations differentiate from competitors.
The document provides guidance on convincing a CEO to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and refer others. The document then gives a 10 step process to build a business case, including proving expected profit increases, using customer data to show growth opportunities, and addressing potential objections. It also recommends running a pilot program to test the concept. The conclusion presents a quick pitch focusing on using data to measure success and showcasing examples of loyalty programs that increased profits.
The document discusses developing an effective CRM strategy, including tracking marketing campaigns, understanding customer behavior, providing customer service, and increasing efficiency. It emphasizes focusing on customers by understanding their needs, tailoring offerings to different segments, and prioritizing spend on high-value customers. An effective CRM strategy requires analyzing customer data and feedback to develop targeted communications through various channels at key moments in the customer journey.
Convincing your CEO to invest in a loyalty programmecolinjones001
This document provides guidance on building a business case to convince a CEO and senior management team to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and drive revenue. The document recommends a 10 step process to build the case, including proving expected profit impact, using customer data to show growth opportunities, and addressing potential objections. It also suggests running a pilot program to test the concept and demonstrate results before full implementation.
Implementing a successful customer relations strategy.pptx mainBeatrice Nyamache
This training presentation discusses developing an effective customer experience strategy. It emphasizes understanding the customer journey and putting customers at the center of all business strategies. Key points include:
- Developing a customer-centric culture and understanding customer needs, behaviors and goals.
- Implementing strategies across all customer touchpoints to provide a memorable experience.
- Using customer feedback to continuously improve and establish long-term customer relationships.
- Reviewing internal processes to ensure great customer experiences are a priority for all departments.
With successful referral marketing programs for
over 500 brands, we have put together this Referral Marketing Best Practices for 2014 guide. The guide provides smart marketers with the framework to launch successful referral marketing programs.
The document discusses the future of loyalty programs and how companies can get more strategic value from loyalty data. It recommends that companies move beyond just earning and burning points to engage customers in more personalized 1:1 experiences. Companies should also redefine what success means for loyalty programs to focus not just on incremental sales but also on customer retention, referrals, insights for other business areas, and long-term value. The document provides examples of how companies have used loyalty data to improve product development, customer service, revenue management, and other enterprise-wide functions.
Driving Lifelong Customer Devotion With Loyalty Campaigns ConfirmationTrustpilot
The best customers are loyal, repeat purchasers who come back to your business again and again for services and products they feel they can rely on. Generating a lifetime of value out of a customer drives down costs while increasing returns and paves the way for word-of-mouth referrals. Do you know how to create and capitalize on customer loyalty?
In this compelling webinar from Wpromote’s Michael Mothner and Trustpilot’s Jordan Garner, you’ll learn how to increase customer lifetime value (LTV) while lowering the time to second purchase. Uncover the true value of your customer by tracking loyalty KPIs rather than relying solely on ROI and 1st time conversions as the metrics for success.
Actionable tips and strategies on how to design your loyalty campaigns, including:
-Successfully Requesting On-Site Reviews
-Maintaining A Positive Brand Perception
-Moving Repeat Customers Through The Funnel
-Creating Brand Loyalty Through Engagement
In a survey of client-side marketers worldwide it was found that only 17% of marketers reporting that mobile was “very integrated” into overall marketing strategy. With 84% of consumers expecting a consistent experience across all channels, including mobile, marketers need to make sure that they are delivering consistent and relevant communication across all consumer touch-points. Customers expect seamless interactions with a brand cross channel and for that brand to evolve with their digital usage. Delivering a well-rounded campaign doesn't start with tactics, it needs a strategy. During this webinar we will discuss tips on how to create a strategy and share case studies.
Considerations for helping you clearly define your objectives & goals
Identify channels that will work to satisfy them – research who your customers are and their marketing touch-points
And then how to tie it all together in order to craft a cross channel mobile strategy
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Sara Kowal VP, Product Innovation HelloWorld
Aaron Clark VP of Mobile Sales and Operations HelloWorld
Live Webinar Date: February 11, 2014
The document discusses loyalty programs and provides best practices for developing successful programs. It notes that loyalty program memberships have grown significantly in recent years. Key elements for success include targeting offerings, offering the right rewards, understanding customers, effective communication, and measuring results. Innovative programs are integrated with payments, marketing, customer service, supply chain, and employee programs. The document concludes there is an opportunity for restaurants to develop profitable loyalty programs.
Rosve Inc is a healthcare marketing firm that specializes in marketing organizations contributing to healthcare revolution. They work to achieve the common goal of improving healthcare by expanding capabilities, deepening impact of resources, and amplifying results of investments. Rosve Inc has developed clear systems for branding, digital strategies, and content marketing to help clients successfully market in a changing landscape.
The external change forces Indonesian Hospital Industry to adapt become more customer focused company. The awareness of marketing function and the understanding of service management are a must This is one of my presentation related with this topic, hopefully you get inspiration from it.
Building Loyal Patient Relationships for Botox CosmeticVivastream
The document summarizes Allergan's Brilliant Distinctions loyalty program for Botox Cosmetics. It discusses:
1) The program was launched in 2009 and has over 1 million opted-in members. It uses a points-based system to drive continuity and cross-selling among Allergan's brands.
2) The program has a 100% digital execution including welcome emails, newsletters, promotional emails, and consumer/provider web portals.
3) Research shows the program is successful in getting members to purchase more treatments more frequently and driving base and cross-brand trial. It has been recognized as boosting Allergan's profitability.
This document provides an overview of advertising communications and promotions. It defines advertising and discusses its role as part of the marketing mix. The key elements of the promotional mix are advertising, personal selling, sales promotion, and public relations. Advertising is a non-personal, paid form of communication used to promote products, services, or ideas. It aims to create awareness, change perceptions, and influence buying behaviors. Effective advertising considers factors like the target audience, communication objectives, creative strategy, and media strategy.
The digital marketing brief aims to drive traffic and increase conversions for Team Victorious Secret. It outlines a three stage plan:
1) Awareness - Using social media, blogs, videos and ads to create awareness of their mobile device repair services.
2) Engagement - Optimizing ads and social media interactions to engage the target audience of parents, tech enthusiasts and mobile users.
3) Response - Analyzing data from stages 1 and 2 to improve performance, extend the audience and optimize spending, with the goal of increasing website traffic, revenue and ROI. Technical audits will also ensure search engines can effectively index pages.
Don't sell product, sell solutions. Your clients have problems and you can be the solution provider. Here are five areas that are keeping your customers awake at night.
Managing a Successful Fitness & Personal Training Business Presented at #File...Justin Tamsett
This document provides strategies and key performance indicators for successfully managing a fitness business. It discusses the importance of having a clear vision and business plan, understanding the difference between buying and selling, focusing on the top 3 priorities and 1 of 3 tasks each day. Metrics are presented for membership numbers, sales, marketing, staff retention, personal training sessions, group fitness classes and net promoter scores. Effective marketing strategies are outlined that combine various online, print and referral tactics. The overall marketing equation and components of an effective marketing mix and strategy are also summarized.
Customers include anyone to which the organization supplies the products or services and they invest in terms of revenue.
Customer focus is defined as the degree to which an organization satisfy the customer demand and expectations.
Quality Guru Deming Quoted:
“Quality may be defined as an excellent product or service that fulfills or exceed our expectations”
This document provides an introduction to consumer behaviour and marketing concepts. It discusses:
1) Marketing aims to identify customer needs and develop products/services to satisfy those needs better than competitors. Successful marketing requires understanding customer groups.
2) Consumer needs can be basic (hunger) or acquired from social influences. Wants are desirable but nonessential products/services. Marketers must identify unmet or partially met needs.
3) A consumer-focused approach requires deep understanding of customer motivations which may vary significantly within groups. Research reveals nuances that help tailor marketing appeals more effectively.
- Lawrence and Mayo is a 137-year-old eyewear company with 90 stores across India. The project report analyzes consumer buying behavior for eyewear through the company's corporate eye screening program (CESP).
- 158 consumers participated in the study. Key factors in choosing eyewear were found to be fashion trends, brands, fit, durability and frame material. Word of mouth and past experience most influenced customers' initial store visit.
- Higher-income customers tended to purchase more expensive eyewear and change their eyewear more frequently. The report provides recommendations like targeting higher-level employees and offering membership benefits to increase sales and customer retention.
Benefits of Customer Satisfaction SurveysZonkaFeedback
One of the best mediums to collect valuable data from your consumers and use them to enhance their experience is with the help of Customer Satisfaction Surveys. Conducting them at regular intervals and addressing your consumer’s problems can help you improve customer loyalty and increase sales revenue.
Read More @ https://www.zonkafeedback.com/blog/benefits-of-customer-satisfaction-surveys
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Oana Sav presented the consumption chain analysis as introduced by Rita McGrath and Ian MacMillan, could be a great instrument for marketers to plan their customer experiences initiatives that could help their organizations differentiate from competitors.
The document provides guidance on convincing a CEO to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and refer others. The document then gives a 10 step process to build a business case, including proving expected profit increases, using customer data to show growth opportunities, and addressing potential objections. It also recommends running a pilot program to test the concept. The conclusion presents a quick pitch focusing on using data to measure success and showcasing examples of loyalty programs that increased profits.
The document discusses developing an effective CRM strategy, including tracking marketing campaigns, understanding customer behavior, providing customer service, and increasing efficiency. It emphasizes focusing on customers by understanding their needs, tailoring offerings to different segments, and prioritizing spend on high-value customers. An effective CRM strategy requires analyzing customer data and feedback to develop targeted communications through various channels at key moments in the customer journey.
Convincing your CEO to invest in a loyalty programmecolinjones001
This document provides guidance on building a business case to convince a CEO and senior management team to invest in a customer loyalty program. It outlines the benefits of loyalty programs, including retaining valuable customers who spend more and drive revenue. The document recommends a 10 step process to build the case, including proving expected profit impact, using customer data to show growth opportunities, and addressing potential objections. It also suggests running a pilot program to test the concept and demonstrate results before full implementation.
Implementing a successful customer relations strategy.pptx mainBeatrice Nyamache
This training presentation discusses developing an effective customer experience strategy. It emphasizes understanding the customer journey and putting customers at the center of all business strategies. Key points include:
- Developing a customer-centric culture and understanding customer needs, behaviors and goals.
- Implementing strategies across all customer touchpoints to provide a memorable experience.
- Using customer feedback to continuously improve and establish long-term customer relationships.
- Reviewing internal processes to ensure great customer experiences are a priority for all departments.
With successful referral marketing programs for
over 500 brands, we have put together this Referral Marketing Best Practices for 2014 guide. The guide provides smart marketers with the framework to launch successful referral marketing programs.
The document discusses the future of loyalty programs and how companies can get more strategic value from loyalty data. It recommends that companies move beyond just earning and burning points to engage customers in more personalized 1:1 experiences. Companies should also redefine what success means for loyalty programs to focus not just on incremental sales but also on customer retention, referrals, insights for other business areas, and long-term value. The document provides examples of how companies have used loyalty data to improve product development, customer service, revenue management, and other enterprise-wide functions.
Driving Lifelong Customer Devotion With Loyalty Campaigns ConfirmationTrustpilot
The best customers are loyal, repeat purchasers who come back to your business again and again for services and products they feel they can rely on. Generating a lifetime of value out of a customer drives down costs while increasing returns and paves the way for word-of-mouth referrals. Do you know how to create and capitalize on customer loyalty?
In this compelling webinar from Wpromote’s Michael Mothner and Trustpilot’s Jordan Garner, you’ll learn how to increase customer lifetime value (LTV) while lowering the time to second purchase. Uncover the true value of your customer by tracking loyalty KPIs rather than relying solely on ROI and 1st time conversions as the metrics for success.
Actionable tips and strategies on how to design your loyalty campaigns, including:
-Successfully Requesting On-Site Reviews
-Maintaining A Positive Brand Perception
-Moving Repeat Customers Through The Funnel
-Creating Brand Loyalty Through Engagement
In a survey of client-side marketers worldwide it was found that only 17% of marketers reporting that mobile was “very integrated” into overall marketing strategy. With 84% of consumers expecting a consistent experience across all channels, including mobile, marketers need to make sure that they are delivering consistent and relevant communication across all consumer touch-points. Customers expect seamless interactions with a brand cross channel and for that brand to evolve with their digital usage. Delivering a well-rounded campaign doesn't start with tactics, it needs a strategy. During this webinar we will discuss tips on how to create a strategy and share case studies.
Considerations for helping you clearly define your objectives & goals
Identify channels that will work to satisfy them – research who your customers are and their marketing touch-points
And then how to tie it all together in order to craft a cross channel mobile strategy
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Sara Kowal VP, Product Innovation HelloWorld
Aaron Clark VP of Mobile Sales and Operations HelloWorld
Live Webinar Date: February 11, 2014
The document discusses applying decision science techniques to solve various business problems in customer relationship management. It covers topics like prospect targeting and acquisition, customer segmentation, profitability and loyalty analysis, cross-selling and upselling strategies, campaign management, customer lifetime value analysis, and customer retention through churn management. Decision science helps businesses make targeted decisions at each customer lifecycle stage to optimize acquisition, usage, retention, and customer lifetime value.
This document provides an agenda for a presentation on customer loyalty given by Stéphanie Duchemin on November 25th, 2013. The agenda covers an introduction to The House of Marketing, definitions of customer loyalty, examples of loyalty program set-ups, trends and challenges in loyalty programs, and alternatives to traditional loyalty programs referred to as "Loyalty 2.0". Between agenda items, the presentation includes questions for attendees and illustrations of loyalty program examples.
The document discusses the importance of customer experience and loyalty for businesses. It notes that loyalty has become more critical as markets have become saturated and products commoditized. It then outlines several key points about customer experience, including that customers are willing to pay more for a good experience and will drop brands after a single poor experience. The document emphasizes that improving customer experience needs to be a company-wide effort across all departments in order to be effective.
This short slide deck explains Customer Success simply and concisely, so that you can communicate the benefits of a CS department to your executives, or explain to your clients why they should implement CS automation.
An Executive Primer on Digital Marketing Strategy for the Addiction Recovery Industry. In this presentation, you will learn about specific strategies and best practices your recovery organization can use to reach more patients online in their time of need.
Recorded presentation can be found here:
http://foundationsevents.com/webinar-videos/
5 reasons to implement a loyalty program for your business Loyela
Well-run loyalty programs can work wonders for your business growth. Still, many businesses fail to implement this quick win strategy for their business.
1. A promotion strategy refers to the plan and tactics implemented in a marketing plan to increase demand for a product or service. Promotional strategies are a vital part of the marketing mix and involve defining the target audience, budget, and plan of action.
2. Promotional strategies can be inbound (pull marketing) like content marketing, blogs and social media, or outbound (push marketing) like advertisements. They play key roles in building awareness, interest, demand and driving people to take action.
3. Examples of effective promotional strategies discussed in the document include content marketing, social media, email marketing, referrals, sponsoring events, influencer marketing, samples/coupons, refunds/rebates, and
Brand activation is about bringing brands to life through innovative experiences that drive consumer action and engagement. The key is to set goals, understand audiences, and use appropriate channels to deliver messages. Tactics may include experiential marketing, sampling campaigns, digital marketing, and guerilla marketing. Metrics should measure awareness, leads, wins, and ROI. An example campaign had customers unlock lockers for prizes to effortlessly drive people to stores and collect customer data.
Executing a Billion Dollar Customer StrategyBill Lee
Our newest publication on building a robust customer strategy. This is a major missing link in most firms trying to engage with today's empowered buyers and customers. Both the C-suite, and executives and managers executing the firm’s total customer experience (TCE) operations will want to ready this carefully.
Similar to Building Buzz-Worthy Patient Loyalty Programs (20)
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
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2. Tamara Vileta-Wells (Tami)
Marketing strategist /
visual communicator /
brand designer / 30 years
President / Creative Director
Pinpoint
Help practices attract and
keep patients through
engaging brand
communication
5. 1) Makes repeat purchases
2) Purchases across most product
and service lines
3) Provides new customer referrals
4) Willing to pay a premium price
5) Demonstrates total immunity to
the pull of competition
LOYAL CLIENT PROFILE
LOYALTY PATIENTS = THRIVING PRACTICE
15. • 81% of consumers are more likely to continue doing business
with brands that offer loyalty programs
• 75% of consumers say loyalty programs are part of their
relationship with brands
• 73% of loyalty programs members are more likely to recommend
brands with good loyalty programs
• 86% of consumers say loyalty is primarily driven by likeability
and 83% of consumers say trust
• Value for money is a more important loyalty driver for
Baby Boomers (70%) and Gen X (70%) than it is for Millennials
(65%) and Gen K (61%)
CUSTOMER LOYALTY STATISTICS: 2016 EDITION
16. • 76.82% of women and 73.84% of men are likely to shop with
a brand that has a loyalty program
• 74.17% of women said they would refer a friend to a loyalty
program that they participate in vs. 67.05% of men
• 63% of loyalty program members believe having a wide range
of rewards and offers is the most important aspect of a
loyalty program
• 70% of consumers modify the when/where they purchase from
in order to maximize points or investment
• 66% of consumers modify amounts they spend to maximize
points or investment
CUSTOMER LOYALTY STATISTICS: 2016 EDITION
17. 1) Reduced marketing costs
2) Lower transaction costs
3) Reduced customer turnover expense
4) Increased cross-selling success
5) Increased profitability
6) More positive word of mouth
7) Higher employee retention & moral
8) Better insulation from price competition
9) Strengthened market position
THE JOYS OF LOYALTY
LOYALTY PATIENTS = THRIVING PRACTICE
18. THE LOYALTY LADDER
1) Target Audience
2) Prospect
3) First-time Customer
4) Repeat Customer
5) Brand Loyal Client
6) Truly Loyal Client
Building loyalty in your practice begins by identifying where
patients are on the loyalty ladder and having the systems and
strategies in place to move them up, rung by rung.
1
2
3
4
5
6
LOYALTY PATIENTS = THRIVING PRACTICE
ZONE OF TRUST
21. START WITH A NAME
1) Make is short
2) Make it meaningful/desirable
3) Make it “sticky”
4) Make it durable
5) Make it consistent with your brand
LOYALTY PATIENTS = THRIVING PRACTICE
22. MAKE IT TANGABLE
1) Commemorative item
2) Graphic Treatment
3) High end, savvy look & feel
4) Packaged in a memorable way
5) Worthy of sparking a conversation
LOYALTY PATIENTS = THRIVING PRACTICE
23. BUILD A PROGRAM STRUCTURE
THAT’S RIGHT FOR YOUR AUDIENCE
AND GOALS
1) Build in “skin in the game” / commitment
2) Build in purchasing across all service/product lines
3) Build in “total share of customer”
4) Reward for referrals
5) Build in Strength
6) Make it Simple and uncomplicated
24. MAKE IT VISIBLE x 10
1) Dedicated web page plus links
2) eBlasts & newsletters
3) Digital monitors
4) Check out and in-room kiosks
5) Direct mail
6) Program brochure, flyer
7) Staff t-shirts/buttons
8) Posters/Popups
9) Promotional products
10)Launch Events
25. MAKE IT SUCCEED FROM GROUND UP
1) Love
2) Belief
3) Early engagement
4) Solicit ideas
5) Train
6) Incent
7) Trial
8) Top of mind
9) Milestones
10)Improve
LOYALTY PATIENTS = THRIVING PRACTICE
36. CHARLIE CARD RESULTS:
Straight from Charlie’s mouth…
“Proud to say, we've sold 439K as of 1/22/16!!
I believe that’s averaging just under 100k per month 😉
Best of all, it helps with not only loyalty, but
retention! These folks keep coming back for more,
because they feel I identified their goal:
They pick what treatment THEY WANT, and they pick what
amount THEY WANT to save ❤”
48. NEW YOU VIP PROGRAM RESULTS
1) Program launched in Spring of 2016
2) To date they have 198 members
3) Overall practice sales are up 40% in ALL services
since program inception.
4) They have sold $82,000 in membership fees alone.
5) Patient feedback: like the idea of having a dedicated
discount throughout many non surgical options
6) Staff feedback: loves the idea because they can
introduce a discount and have the opportunity to
promote other services without being pushy.
71. 1) Replace satisfaction goals with
loyalty goals
2) Analyze what it takes to keep a client
and then constantly provide it
3) Make customer loyalty part of your
corporate culture
SETTING LOYALTY GOALS
LOYALTY PATIENTS = THRIVING PRACTICE
Hello Again, everyone
Thank you for hanging around to hear about building buzz-worthy loyalty programs
Just a few disclosures before I start:
My name is Tami Vileta and I’ve been a marketing strategist, visual communicator and brand designer for the past 30 years.
In this role, My #1 goal is to help practices just like you ATTRACT and KEEP their patients through engaging brand communication
Goal: Leave here today with a clearer picture of how to build more loyal customers and how to better manage loyalty within your practice.
Today, most business minds agree that having loyal customers is GOLDEN
and that
focusing your efforts on creating more customer loyalty is a great place to spend marketing dollars.
Companies that really focus on finding and keeping LOYAL clients LEAD their markets and are among some of today’s STRONGEST brands.
Companies like Starbucks, Harley-Davidson and Apple have some of the most fiercely loyal clients on earth.
When we talk about true customer Loyalty: we’re talking about some really high standards and remarkable traits.
You don’t really have a TRUE loyal customer until they are displaying all these qualities.
You may find you have a good majority of customers who display 4 of these traits – and those customers are Brand Loyal, but to be defined as truly loyal, you must display all. And the 5th one is the HARDEST TO GET
A Brand loyalty customer repeatedly....
For me, I'm brand loyalty to Cabi
For 20 years I was an independate freelance designer working out of my home in my pajamas.
Two years ago, I took on a partnership roll with Dana Fox and needed to dress like a grownup QUICK, but I had not time to shop.
A friend of mine introduced me to Cabi and I began a love affair with this brand.
They’re easy to shop, the clothes fit, the styles great, and the have great customer service on exchanges, refunds and shipping.
I loved the way they gave back to the communities they served and their assistance to women in developing countries.
BUT one problem. It’s really hard to get a discount from Cabi. They never have sales. Their clothing is expensive.
And the only way I’m ever show any mutual love for the gobs of money I spend with them is that I have to have an in-home party.
Which is a pain in the butt and a time-suck.
So although I make many purchases from Cabi and exhibit 4 out of the 5 qualities a truly loyal customer must have,
I don’t display total resistance to the pull of competition, and I make purchases with other retailers more often that I’m sure Cabi would like.
A TURELY LOYAL Customer always...
And for me, I have a true loyalty relationship with Sephora.
Sephora does everything right for me.
I love their spaces.
Love their products
Love their selection.
Love their staff.
Love reading their helpful reviews.
Love their marketing
Love their customer service.
AND I love their loyalty program.
I am a card carrying member of their VIB program – which stands for Very Important Beauty
So are my two girls. So this is a little peek at what loyalty looks like in my house.
Sephora has managed to transform me from a client who frequently purchases to one that exclusively purchases.
It was not their loyalty program alone that did it, but it was the icing on the cake to push me over the top.
Unlike Cabi, I feel Sephora has a reciprocal relationship with me. They give me great value. And I return is with my true loyalty.
So if you’re not convinced by my anticdotal stories about loyalty, here’s some customer loyalty statistics to back me up form 2016.
And loyalty is GREAT for your business.
A lot of joys come along with it.
Building loyalty in your practice is not an overnight venture.
True loyalty builds over time and is a commitment journey.
It starts by literally doing everything right, through all the stages of your customer lifecycle:
providing a great customer experience,
Creating great results, taking care of needs, answering questions
And being consist over and over again.
Until they ultimately trust you
To truly adopt a loyalty strategy in your practice, your marketing dollars for rungs 5 & 6 must at least match the dollars you spend on all the other rungs.
The patients you have at rungs 5 & 6 who are going to represent the largest lifetime value for your practice and also bring in the largest amount of referred patients.
Our experience has shown that developing effective loyalty rewards programs can be a smart way to utilize your marketing dollars to keep patients at these levels---
Over the past year we have seen a tremendous uptick in the amount of interest growing within practices to build these types of programs
But also a lot of confusion about how to effectively develop them, structure them, or launch them.
So I want to spend the rest of our time building some clarity and guideline for you on this subject, some keys to success---using a few industry case study examples.
From a strategic and creative standpoint, to successfully launch and grow a buzz-worthy loyalty program, there are 5 important things you need to do.
most practices chose to make the tangible item a loyalty card, however, there you can get really creative on your tangible item depending on your patient base and what you think they will adopt…your tangible item could really be anything that is personal and can be carried: lapel pin, key chain, tote, t-shirt (again, think about sparking conversations)
The best programs do require some Skin in the game.
Meaning that they Require some level of commitment from customer (but their commitment has to be rewarded equal to or more than your commitment). Say "we'll show examples of most of these structures in the case studies.
As your structuring for commitment, build in:
--Getting to purchase across all line of business
--Total Share of customer
--rewarding for referral
--strong enough to make it difficult to be pulled away + strong enough for them to fell they are getting a big enough return on their loyalty.
Don’t half-ass it. All in visibility
Your staff is going to be the X-Factor in your program’s success.
OK. Now we’re going to come back to program structure when we look at these case studies.
I’ll start by saying
There are many other ways you can structure for your loyalty program
And the strategy behind it is very dependant on things like your market, demographics, lifecycle of the practice, competitive landscape and services you offer..
And if you need more ideas and advice wrapped around commitment structure after this presentation, be sure to set up a time to talk with Dana or I.
Love this for higher end markets, upper middle class, high disposable income and well-established patient bases.
With prepaid programs, patients are asked to project what they will be spending on aesthetic services for the upcoming year.
They prepay that dollar amount and then get incremental value that increases with the level they buy into.
Some of the structures not shared are programs that
--Procedure-centric programs, where a certain procedure is at the center of the program --- like a card that gets you 4 annual BBL treatments at a fixed price, plus includes a host of other ancillary service benefits and price reductions
--Programs that operate more like a frequent flyer rewards program where they have to get to certain levels before receiving benefits
--Programs that are patient outcomes-centric, Like Anti-Aging / Sun Damage / Body Shaping
Again, come talk to us if you want further ideas/assistance.
With prepaid programs, patients are asked to project what they will be spending on aesthetic services for the upcoming year.
They prepay that dollar amount and then get incremental value that increases with the level they buy into.
Some of the structures not shared are programs that
--Procedure-centric programs, where a certain procedure is at the center of the program --- like a card that gets you 4 annual BBL treatments at a fixed price, plus includes a host of other ancillary service benefits and price reductions
--Programs that operate more like a frequent flyer rewards program where they have to get to certain levels before receiving benefits
--Programs that are patient outcomes-centric, Like Anti-Aging / Sun Damage / Body Shaping
Again, come talk to us if you want further ideas/assistance.
With prepaid programs, patients are asked to project what they will be spending on aesthetic services for the upcoming year.
They prepay that dollar amount and then get incremental value that increases with the level they buy into.
Some of the structures not shared are programs that
--Procedure-centric programs, where a certain procedure is at the center of the program --- like a card that gets you 4 annual BBL treatments at a fixed price, plus includes a host of other ancillary service benefits and price reductions
--Programs that operate more like a frequent flyer rewards program where they have to get to certain levels before receiving benefits
--Programs that are patient outcomes-centric, Like Anti-Aging / Sun Damage / Body Shaping
Again, come talk to us if you want further ideas/assistance.
Probably my favorite type of commitment – great for mid to upper middle class markets for practices that have higher ticket items like Ultherapy, CoolSculpting, Lasers and strong Aesthetic Components
Short. Relevant. Desirable.
Take on a beautiful life of their own
Don’t forget legalese.
Terms. Lost card fee. Transferability. Etc.
Nitty Gritty of program.
Buy in Mechanics work like this:
Payment is upfront.
Incremental levels of increasing benefit at increasing level of committment.
Get back almost entire value immediately, in free products/services.
Annual benefits.
Complimentary card for surgical patients.
Tangible certificates to go in packaging.
Great for practices trying to build skin care, aesthetic & injectable business (not necessarily surgery), and for markets with younger populations that might appreciate amortizing upfront costs
No problem with surgery. But wants to build SC.
One of the things I like about Monthly membership programs structure is:
Because of the low cost of entry, a trial month’s free membership can be “gifted” to help promote the program and rope patients into joining.
Exactly what Dr. Ciaravino did. Put a very cute and compelling package together for two different situations:
Couple of scenarios where gifting the program for a month to new prospects can really work.
Great for practices trying to build skin care, aesthetic & injectable business (not necessarily surgery), and for markets with younger populations that might appreciate amortizing upfront costs
I’ll leave you with three important important take aways from this presentation.
Not affiliated w/ author in any way
Would make this a mandatory read if I had service staff in my business
Best pieces of literature that helps to illustrate the difference between satisfaction and loyalty goals
You must first be loyal to your patient before they will be loyal to you.