exact target steve yastrow 9 23 08

© Steve Yastrow, 2008

Steve YastrowSeptember 23, 2008

Agency Summit

Consider the potential …

Client #1’s name

% %

Client #2’s name

Client #3’s name

Your business name

Mr. Drucker’s cosmological constant

“There is only one valid definition of a business purpose: to create a customer.”

Peter Drucker, The Practice of Management (1954)

How do we develop our customer relationships to benefit our businesses?

The Traditional Way …

“Brute Force Branding”

Power

ful M

essa

ge Many Exposures

The average American is exposed to

5000 branding messages each day

Communication is not just telling your story …

Communication is being understood.

There are three poems in every poem …

The poem the poet intended to write …

The poem that ends up on paper

The poem that the reader understands

Brand Harmony – Key Themes

Your brand is not what you say you are …

Your brand is what your customers think you are …

Brand Harmony – Key Themes

“Integrated marketing”

Marketers don’t do the integrating.Customers do.

Brand Harmony – Key Themes180 degree flip:

You don’t brand your customers …

They brand you

Georges Seurat, A Sunday Afternoon on La Grande Jatte, 1884-1886Brand Harmony

CustomerBeliefs $$$$Customer

Action

Brand Harmony and business results

Brand = what customers believe

CustomerBeliefs $$$$Customer

Action

What beliefs will encourage customers to think “I can’t get it anywhere else”

Brand = what customers believe

What is it that your customers can’t get anywhere else?

Products?

Services?

Experiences?

Relationship?

“Customer Relationship”

An ongoing conversation …

In which your customer never thinks of you, without thinking of both of you.

“Not two”

“We”

Being invited into the 1st person

“We”

We is the strongest brand impression

“We”

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

Which are you more likely to buy from …

Businesses that have the best prices

Businesses you have a relationship with

21%

79%


Which are you more likely to recommend to others …

Businesses that have the best prices

Businesses you have a relationship with

14%

86%


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%


The building blocks of customer relationships

Your relationship gets better

Your relationship stays the same

Your relationship gets worse

Every time you interact with a customer, three things can happen …

“Encounter”

“Transaction”

Customer interaction

Encounters vs. TransactionsEngagement in the moment

Conversation

Uniqueness

After the encounter …

A feeling of “with”

Let’s start talking about email/electronic communication

Typical question I get from middle-aged executives:

“With all of this emailing, and text messaging, at all that other stuff the younger generation does, isn’t communication becoming less personal?

Aren’t people having fewer encounters?”

Electronic communication: Aim for encounter

Engagement in the moment

Conversation

Uniqueness

From Encounter to Relationship

We

today future

Relationship Value



A continuity of encounters

Continual vs. continuous conversations

Memory - The connection between encounters

Remember!

Be memorable!

“When” - The rhythm of relationship

Manage the ‘when’ … don’t let the ‘when’ manage you

The Ongoing Conversation :The role of email and other electronic communications

Brand Harmony




“We”