2. Last week : Promotion, which
promotion?
• All 10 communication tools should be
reviewed to see how/if they can be extended.
• Challenges include mix, integration,
creativity, globalisation and resourcing.
advertising, selling, sales promotion, PR, sponsorship, direct mail, exhibitions, merchandising, packaging, word-of-mouth
3. Promotion can take advantage of new media by
being –
• Dynamic
• Carefully targeted
• Highly relevant
• Relationship building – based on permission
and trust by the consumer
4. People (Service)
• People (and processes) are vital
• 90:10 rule service/sales
Play Video (Microsoft)
5. Automation
Many processes can be automated
• Autoresponders
• Email notification
• Call back facility
• FAQ
• On site search
• Real time chat
• Co-browsing
• Virtual assistants
6. Automation shortcomings
• Automation is good for simple
communication but is less
satisfactory for more complex tasks.
• For example ticketing help to change
a flight or enquire about non-routine
matter
7. Keeping content fresh
• Regular updates
• Triggers for publication
• Ownership of content
• Explain content update benefits to content
owners
• Using CMS to set expiry dates
• Publish date displayed
• Real time content delivery
8. Training and resources
• Staff need training and motivation
• May be task specific or trained for multi-
channel enquiries
12. Online Evidence
• Mainly digital
• Primarily websites but also email
• Includes high quality site design
• Guarantees, refund policies, privacy policies,
independent reviews, news stories
• Evidence, physical or digital needs to be
managed constantly
13. Process
• Process refers to all internal (sometimes
external processes, transactions, and
communications.
• Vital for high volume
15. Beyond the sale
Good process extends beyond the sale
Could be feedback, upselling, cross selling,
product development and improvement as part
of process.
Frount end integration
16. Beyond the sale
• Good processes can produce competitive
advantage, poor processes can kill sales and
damage brands.
17. Partnerships
• Marketing partnerships can be valuable, but
they need active management
• Can be alliances between
companies/corporations or affiliate marketing
subscriptions.
Autoresponders - auto response to email or form
Email notification – auto generated by company system to advise customers on state of order
Call back facility – customer fills in phone number and designates time for call back
FAQ – customers need to be able to find 1 question, 2 answer
On site search – very popular when available
Real time chat – popular if available
Co-browsing – screen viewed as well by admin person for trouble shooting
Virtual assistants – varying degrees of sophistication.
Co-browsing – eg customers screen can be seen by call centre
Integration of all processes into database needed. 80% purchasers exit prior purchase
Book
1 check availability
2 product specification – is price current
Customer places order (does stock no. change)
Evidence that order processed. Ie stock number change. Finance system updated.
Email enquiry – can system record track
Product dispatched – is customer notified by email? Can they track item? What are alternative methods eg DHL?
Whether frountend web/phone/interactive TV/or telephone sales must integrate with backend. Good process can shave costs and slash inventory.
Bad can do major damage. Eg wobbly shopping carts blight consumers.
