ask: consumer driven marketing

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Sometimes, the most obvious is the hardest to see... If you really want to know what people are interested in Ask...

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Page 1: Ask: consumer driven marketing

Ask...

Page 2: Ask: consumer driven marketing

Sometimes, the most obvious is the hardest to see...

If you really want to know what people are interested in

Ask...

Page 3: Ask: consumer driven marketing

My mail...

• A gallup pollin 1980– Event looked most

forward to in you daily life

63 % said getting and reading the daily mail

Page 4: Ask: consumer driven marketing

Junk mail

• 98% want more control of their mail

• 94% say they get too much unwanted mail

• 71% think the buying and selling of consumer data is unethical

Page 5: Ask: consumer driven marketing

6

time

ResponseRates

Lower results

VolumeOf mail

more mail lower results ...

more mail lower results ………

Page 6: Ask: consumer driven marketing

A step back...what is effective marketing ?

• The right product• The right consumer• at the right time

• But we focus all ourattention on the .5% that respond,what about the other 99,5% ??!

Page 7: Ask: consumer driven marketing

7

More and more sophisticated data

Individual

Response graphics

Geo-demographics

Demographics

Lifestyle

Pyschographics

???

Sophistication

Individual

Page 8: Ask: consumer driven marketing

And none of that is true...

Page 9: Ask: consumer driven marketing

“Problems cannot be solved by thinking within the framework

in which the problems were created...”

Albert Einstein

Page 10: Ask: consumer driven marketing

Using DM techniquesfor lunch...

• RFM– This is what you ordered

last time– And this is how much

you ate...

• Analysis techniques– Based on your weight,

height, social background

• You expect them to ask, why don't you ?

Page 11: Ask: consumer driven marketing

Why ask?• To know what your consumers want

– When you know, it is easier tosell to them

• To learn more about whatthey think of your services

• Consumers are moredifferent than the boxes we put them in

• Consumers want you to ask

Page 12: Ask: consumer driven marketing

Targeting isn’t as simple as it used to be…

Page 13: Ask: consumer driven marketing

Who to ask..

• Your clients• Your ex-clients• And your prospects…

Page 14: Ask: consumer driven marketing

Why aren’t more companies asking…

• Pile ‘em high and cheap key to lower cost per response

• It is easier to put consumers in groups• I already run satisfaction/ dissatisfaction studies• Addresses and consumer data

are seen as a cost, not an investment• And many don’t believe it would work

Page 15: Ask: consumer driven marketing

3 myths

• Most consumers won’t give marketers personal information about themselves

• Even if they did, it would cost too much

• You can't believe what consumers say

Page 16: Ask: consumer driven marketing

Consumers like toanswer surveys

• Through multiple contacts we are getting response rates upwards of 33% on a 12 page survey with over 2000 questions

• Client surveys work in lots of categories (Response rates: insurance: 15 %, Health, 30%...)

Page 17: Ask: consumer driven marketing

It doesn’t cost that much

• A 20% response £ 2 per response

• Even less with external companies

• More importantly, what is the cost of not doing it

Page 18: Ask: consumer driven marketing

Survey data is data you can count on

• If consumers answer,they want to tell yousomething

• Tests on survey data– 2 surveys 3 months apart– 87% of the answers

were the same !

Page 19: Ask: consumer driven marketing

Integration of a database loading program in your

marketing mix

Page 20: Ask: consumer driven marketing

Identify the questions to Ask

• Identify what you would like to know

• Throw away half• And focus on what you need to

know to market to consumers more effectively

Page 21: Ask: consumer driven marketing

Really Ask

• Would you possibly consider changingcredit cards ?

– ❏ yes ❏ possibly

What happened to No ?

Ask in the way consumers talk

Page 22: Ask: consumer driven marketing

Include surveys in your ongoing

communication

• Reader Digest Case– A survey sent with

almost all bills since 1969

– 75 % of their customers have answered at least one survey

Page 23: Ask: consumer driven marketing

Collect Data, in your prospection

actions...

• Columbia House example– On order forms– On the phone– Whenever they can...

Page 24: Ask: consumer driven marketing

Don’t forget consumersafter they buy

• A nice warm and fuzzy communication• Response rates up to 30% !

Traditional thinking

Level ofConsumerInterest

TimeA decision to

Participate/purchase

The time to Ask

Reality

Page 25: Ask: consumer driven marketing

Run joint surveys with consumer specialists

• Simplicity• Lower cost• Brand building

if done right

Page 26: Ask: consumer driven marketing

Invest in quality data

• There is a whole new generation of companies focused on permissionmarketing

• They offer an easy way to ask many of the questions you should be asking

Page 27: Ask: consumer driven marketing

Case Story: Cardisense

Page 28: Ask: consumer driven marketing

Background

• A heart drug sold by Merell Dow

• About to lose patent protection– Generics normally take 50 -70% of the market

• They decided their best hope was to establish a real link with consumers

Page 29: Ask: consumer driven marketing

Action Plan

• Development of a general newsletter “Cardisense”• A survey in each issue • Creation of direct response to get names addresses• A full-scale database loading program

– 3 survey waves with reminders– Ongoing update surveys

Page 30: Ask: consumer driven marketing

Execution: Intro Letter

• simple• clear• friendly

Page 31: Ask: consumer driven marketing

Execution: Newsletter

• Consumer driven content

• Benefits orientated• Not just about selling• Asks again and again for

consumers to react, tell..• A survey in most issues

Page 32: Ask: consumer driven marketing

Execution:Survey

• Low-tech• Friendly• Easy layout• Interested in the

“whole” consumer

Page 33: Ask: consumer driven marketing

Results

• A 80% coverage of their user base (over 500,000 households )

• 10% have written spontaneous letters

• No loss in sales when their patent ran out

Page 34: Ask: consumer driven marketing

If you want better results, all you need to do is Ask

• It is the only way to really know what people are interested in

• It is an easy way to develop betterconsumer relationships

• Stop promoting to profiles and list segments, promote to people

• Learn more profit more..

Page 35: Ask: consumer driven marketing

ideas are not the key to success, action is…

some things are self evident…

it makes sense to ask, don’t be the last one in

your market…

Page 36: Ask: consumer driven marketing

Now it’s yourturn to

Ask..