Exact Target Steve Yastrow 9 23 08

873 views

Published on

Steve Yastrow's slides backing up his talk to the Agency Summit at Exact Target's Connections '08 conference.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
873
On SlideShare
0
From Embeds
0
Number of Embeds
44
Actions
Shares
0
Downloads
21
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Exact Target Steve Yastrow 9 23 08

    1. 1. Steve Yastrow September 23, 2008 Agency Summit © Steve Yastrow, 2008
    2. 2. Consider the potential … Client #1’s name % % Client #2’s name Client #3’s name Your business name
    3. 4. Mr. Drucker’s cosmological constant <ul><li>“ There is only one valid definition of a business purpose: to create a customer.” </li></ul><ul><li>Peter Drucker, The Practice of Management (1954) </li></ul>
    4. 5. How do we develop our customer relationships to benefit our businesses?
    5. 6. The Traditional Way … “ Brute Force Branding” Powerful Message Many Exposures
    6. 7. The average American is exposed to 5000 branding messages each day
    7. 9. Communication is not just telling your story … Communication is being understood.
    8. 10. There are three poems in every poem … <ul><li>The poem the poet intended to write … </li></ul><ul><ul><li>The poem that ends up on paper </li></ul></ul><ul><ul><ul><li>The poem that the reader understands </li></ul></ul></ul>
    9. 11. Brand Harmony – Key Themes <ul><li>Your brand is not what you say you are … </li></ul><ul><ul><li>Your brand is what your customers think you are … </li></ul></ul>
    10. 12. Brand Harmony – Key Themes <ul><li>“ Integrated marketing” </li></ul><ul><ul><li>Marketers don’t do the integrating. </li></ul></ul><ul><ul><li>Customers do. </li></ul></ul>
    11. 13. Brand Harmony – Key Themes <ul><li>180 degree flip: </li></ul><ul><ul><li>You don’t brand your customers … </li></ul></ul><ul><ul><ul><li>They brand you </li></ul></ul></ul>
    12. 14. Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886 Brand Harmony
    13. 15. Brand Harmony and business results Customer Beliefs $$$$ Customer Action Brand = what customers believe
    14. 16. What beliefs will encourage customers to think “I can’t get it anywhere else” Customer Beliefs $$$$ Customer Action Brand = what customers believe
    15. 17. What is it that your customers can’t get anywhere else? Products? Services? Experiences? Relationship?
    16. 19. “ Customer Relationship” <ul><li>An ongoing conversation … </li></ul><ul><li>In which your customer never thinks of you, without thinking of both of you. </li></ul>
    17. 20. “ Not two” “ We”
    18. 21. Being invited into the 1 st person “ We”
    19. 22. We is the strongest brand impression “ We”
    20. 23. Would you rather buy from a business that … 89% 11% Relationships are powerful differentiators You have a relationship with Simply provides the best product or service when you need it
    21. 24. Which are you more likely to buy from … Businesses that have the best prices Businesses you have a relationship with 21% 79% Relationships are powerful differentiators
    22. 25. Which are you more likely to recommend to others … Businesses that have the best prices Businesses you have a relationship with 14% 86% Relationships are powerful differentiators
    23. 26. Q: Are you in a relationship with this company? Do you give them more business because of that relationship? Kimpton Hotels: “Yes” = 92% Cold Stone Creamery: “Yes” = 84% Kimpton Hotels: 74% Cold Stone Creamery: 40% Relationships are powerful differentiators
    24. 27. The building blocks of customer relationships
    25. 28. Every time you interact with a customer, three things can happen … Your relationship gets better Your relationship stays the same Your relationship gets worse “ Encounter” “ Transaction” Customer interaction
    26. 29. Encounters vs. Transactions <ul><li>Engagement in the moment </li></ul><ul><li>Conversation </li></ul><ul><li>Uniqueness </li></ul>
    27. 30. After the encounter … A feeling of “with”
    28. 31. Let’s start talking about email/electronic communication
    29. 32. Typical question I get from middle-aged executives: <ul><li>“ With all of this emailing, and text messaging, at all that other stuff the younger generation does, isn’t communication becoming less personal? </li></ul><ul><li> Aren’t people having fewer encounters?” </li></ul>
    30. 34. Electronic communication: Aim for encounter <ul><li>Engagement in the moment </li></ul><ul><li>Conversation </li></ul><ul><li>Uniqueness </li></ul>
    31. 35. From Encounter to Relationship
    32. 36. We today future Relationship Value
    33. 37. “ Customer Relationship” <ul><li>An ongoing conversation … </li></ul><ul><li>In which your customer never thinks of you, without thinking of both of you. </li></ul>
    34. 38. “ Customer Relationship” <ul><li>An ongoing conversation … </li></ul>A continuity of encounters Continual vs. continuous conversations
    35. 39. Memory - The connection between encounters Remember! Be memorable!
    36. 40. “ When” - The rhythm of relationship Manage the ‘when’ … don’t let the ‘when’ manage you
    37. 41. The Ongoing Conversation : The role of email and other electronic communications Brand Harmony
    38. 42. “ Customer Relationship” <ul><li>An ongoing conversation … </li></ul><ul><li>In which your customer never thinks of you, without thinking of both of you. </li></ul>“ We”
    39. 43. Steve Yastrow September 23, 2008 Agency Summit © Steve Yastrow, 2008

    ×