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The document contrasts transactional and relationship marketing. Transactional marketing focuses on one-off exchanges with a short-term focus on market share and brand management. Relationship marketing emphasizes ongoing exchanges and dialogue to develop long-term customer loyalty and mind share. It compares brand equity, which is the value of a well-known brand name based on profits and market share, to customer equity, which is the long-term value of the customer base through future revenues and retention.
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This document discusses various topics related to personal selling, database marketing, and customer relationship management. It begins by defining personal selling, database marketing, direct marketing, permission marketing and frequency programs. It then covers retail sales, business-to-business personal selling, building trust in strategic partnerships, the personal selling process, developing a database, data sources, data warehousing, data mining, developing marketing programs, methods of direct marketing like mail, catalogs and telemarketing, permission marketing programs, frequent shopper programs, and developing a customer relationship management program. The document provides figures and examples to illustrate key concepts.what is the buyer's journey
Buyer Jouney is a model model to help keep the buyer’s behavior, information needs and problems central to anything sales and marketing does.It empowers marketers to offer Specific content offers are more relevant to buyer’s at specific times during The Buyer’s Journey.
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The Source Webinar Presentation 2015
The document discusses The Source's efforts to transform its retail experience to better engage customers as the retail landscape changes. It outlines The Source's history and challenges facing retailers today. The process involved collaboration across the company to design an updated store prototype. The new store design aims to create an interactive, immersive experience that appeals to more demographics and increases traffic and sales. Initial results show strong year-over-year growth at a store where the new design was implemented. The insights emphasize the importance of alignment, communication, and flexibility during a retail transformation project.
P grey kotlerdeliveringvalue
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Relationship selling involves building long-term relationships with key parties like customers and suppliers to retain their long-term preference and repeat business over time. It is important for the service sector as it reduces costs, enables easier cross-selling and up-selling opportunities, and creates positive word-of-mouth publicity. Effective relationship selling progresses through different levels from basic marketing interactions to true partnership-level relationships and utilizes strategies like affinity programs, frequency marketing, and database marketing to strengthen bonds with customers.
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At: Silicon Halton Workshop Day at the @BurlingtonHive >> http://ow.ly/uhRdf
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www.siliconhalton.com
@siliconhalton
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Most companies only consider their customers rational behavior, however, the key to successful value-based selling is understanding the difference between what people say they want – their explicit wants, such as lower prices - and what they are implicitly asking for, which could be recognition that they’re important, want genuine dialogue and feel the need to be taken seriously. Emotional understanding goes beyond the obvious explicit requests.
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Price is Right: Pricing in Today's Digital Association
Price is Right: Pricing in Today's Digital Association
More from Keerthana Dulip Kumar
12 hilarious jokes on customer service
Customer service can be challenging but also amusing at times. This article provides a few lighthearted jokes and amusing anecdotes related to humorous customer service interactions. The jokes poke fun at unrealistic customer demands and expectations in a brief and entertaining format.
Keerthana D
The document outlines the applicant's career objective to leverage their operations management knowledge for personal and organizational development. It also lists their educational background and strengths, including an analytical ability, curiosity to explore problems and find solutions, and motivation to take on big challenges.
Summer Training Program-Air import process and documentation at Balmer Lawrie...
Summer Training Program-Air import process and documentation at Balmer Lawrie...Keerthana Dulip Kumar
This document outlines the objectives and processes of air cargo import at Logistics Services SBU of Balmer Lawrie and Co. Ltd in Chennai. It discusses the key documentation required for import including export manifest, airway bills, invoices, packing lists. It also covers transport documents like flight manifests and house manifests. The document performs a SWOT analysis of the Indian logistics industry and examines strengths like its contribution to GDP, weaknesses like infrastructure issues, and opportunities and threats. The overall goals are to study air cargo supply chain management, e-freight, import documentation procedures, and standard operating procedures at Balmer Lawrie.I bought the monk's ferrari
This document provides information about the author Ravi Subramanian and summarizes his book "I Bought the Monk's Ferrari". It states that Ravi Subramanian is India's number one thriller writer who has worked in banking. The book presents "The 10 Commandments" for success and achieving excellence in one's professional life. It concludes by saying the book is a guide for professionals and students, though it does not represent the broader society.
I bought the monk's ferrari
The book "I bought the monk's Ferrari" provides 10 commandments for professionals to excel in their careers, such as aspiring high, staying positive, and striving for perfection. It redefines the meaning of the term "FERRARI" to represent values like being honest, valuing time, and building an impressive profile. While the book aims to help elite professionals, it does not draw from a broad range of societal experiences. The reviewer gives it 4 out of 5 stars and recommends it for people of all ages to help achieve satisfaction in their lives.
Types of crm
There are four types of CRM: operational CRM, analytical CRM, collaborative CRM, and front office and back office CRM. Operational CRM differentiates customers based on economic value and expectations. Analytical CRM analyzes customer buying behavior. Collaborative CRM allows different departments to share customer information to improve customer service and satisfaction. Front office CRM manages customer touchpoints while back office CRM uses data and intelligence to gain customer knowledge.
Gp2 1
CRM emerged in the 1980s as database marketing but evolved in the 1990s to allow two-way communication between companies and customers. By the 2000s, the internet had helped CRM expand beyond just databases by allowing companies to store customer information off-site and engage in more dynamic interactions with customers.
Experience economy
Customer experience is defined as a customer's internal and subjective response to any direct or indirect contact with a company. Customer satisfaction occurs when a customer's expectations are met or exceeded through positive experiences. There are three patterns for collecting customer experience information: persistent, periodic, and pulsed. Customer experience management is the process companies use to track, oversee, and manage every customer interaction throughout the customer lifecycle to meet or exceed customer expectations and build loyalty. It differs from customer relationship management in that it focuses on capturing what customers think rather than what a company knows and takes place during interactions rather than after.
Evolution of crm
CRM has evolved over time as business and marketing practices have changed. In the pre-industrial era, relationships between merchants and customers were personal and built on trust. During the industrial era, mass production led to less direct contact between businesses and customers, weakening relationships. Now in the information era, advances in technology allow businesses to better understand customers and strengthen relationships through more customized experiences.
Co creation
Co-creation is a form of economic strategy where companies seek to tap into consumer insights in the innovation process by managing consumer experiences rather than just efficiencies. It involves creating mutual value for customers and companies through dialogue, access, risk reduction, and transparency, changing consumers from passive buyers to active agents who provide resources to help understand consumer experiences rather than just researching needs.
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Summer Training Program-Air import process and documentation at Balmer Lawrie...
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Pillar-Based Marketing Master Class - Ryan Brock
Pillar-Based Marketing Master Class - Ryan BrockDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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.Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样
学校原件一模一样【微信：741003700 】《(Sunderland毕业证书)桑德兰大学毕业证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
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Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organizationTop Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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.Assignment 2 Task 1: Digital Marketing Course
How Consumers Use Technology And Its Impact On Their Lives
PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandEmbark on style journeys Indian clothing store denver guide.pptx
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
How to Maximize Sales Using Social Commerce
Discover the best practices and strategies on using social commerce to grow your business and drive sales.
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptx
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
What Software is Used in Marketing in 2024.
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
How to Make Your Trade Show Booth Stand Out
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
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Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf
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Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
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From Subreddits To Search: Maximizing Your Brand's Impact On Reddit
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Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf
Crm
- 1. Transactional Vs Relationship Marketing Transaction Relationship One off Exchanges Focus Ongoing Exchanges Brand Management Customer Management Short-term focus Time perspective Long-term focus Mass Communication Personal Isolated market research Feedback Ongoing dialogue Market Share Criterion for success Mind Share Profitability of transaction Critical metrics Lifetime value of customer Brand Equity Customer Equity
- 2. Brand Equity and Customer Equity • Brand Equity- value of having a well known brand name o High Quantitative Equity-Profit margins and market share o Low Qualitative Equity- associations of interest • Customer Equity- value of customer base in terms of future revenues o Value Equity- customer assess the value of products and services o Brand Equity- customer assess the value of the brand o Retention Equity- tendency of customer to stick with the brand
- 3. •Rihanna needs convenience on her side, as it facilitates an easy transaction •Big box retailers, iTunes, Rhapsody, Verizon, etc. •Ticketmaster Transactional Vs Relational •Dave Matthews have developed close relationship with their customers over the course of many years •offers a wide range of products only through their fan club and their own website •provides a high amount of fidelity(loyalty)