Anderson CrosbyFounder, CEO Relecom

Professor, DMA Certified Marketing Professional Program

Savvy Customer Driven Marketing Strategy

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Marketing World 2010Savvy Customer Driven Marketing Strategy

1.Best practices for getting customers to tell you what you

need to know to build their loyalty

2.Insight into creating customer segments with similar

interests in your products

3.Success factors for developing relevant communications

targeted for your customers

Key Takeaways:

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Key Issues/Conference Topics

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Alignment

Environment/ Evolution

Infrastructure (Systems, Automation, Lead gen)

Integration

Customer Segmentation

Experience

Execution

Innovation and Adaption/New media, Service providers

Effectiveness

Measurement and ROI

� Savvy Customer Driven Marketing Strategy

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Alignment

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• Executive (C-suite)

• Sales / Marketing

• Cross department- brand, product, customer

segment, promotion

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Barrier to Insight: Too much time to consolidate all the disparate data sources.

Digital media growth - $60bn by 2013

The Marketing LandscapeEngagement channels continue to evolve

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Evolution

“Interactive marketing over the next five years will not be dominated by a single revolutionary channel.

Forrester forecasts that interactive marketing spend will grow to $61 billion by 2012, an increase driven by marketers who will leverage a distribution of channels rather than pour new spends into a single place. This maturing perspective on interactive channels coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts.”

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Infrastructure Investment ….to ensure optimized spending

� Customer Databases

� Internal Systems/ Processes

� Customer Relationship Management- CRM

� Content Management Systems- CMS

� Specialty Services (creative, production, fulfillment…)

� Sales Systems

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Integration / Customer SegmentationCOMMUNICATION CHANNELS MICROSITESSEGMENTS BRAND SITE

Product 1

Product 2

Product 3

Product 4

Identified KPI’s • Dealer locator• Literature Request* Video download•Download documents•Contact us

Product 1

Product 2

Product 3

Product 4KPI's

1 2 3

Direct Mktg 100 25 30

Display 50 50 50

eMail 65 10 10

PPC 65 10 10

SEO 25 55 40

Social 65 10 10

Mobile 25 55 40

TOTAL: 295 190 160

Product Specific

Pages

Home Page

Lead Gen

eStore

SalesCRM

40K

10K

15K

15K

10K

10K

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Integrated Planning

BRAND MARKETINGProject Name Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

BOSCH

Overall Brand

Full Kitchen Promo March 15 - July 31

Cooking

Ovens

Ranges

Cooktops

Electric- Induction Launch

ElectricRadiant Launch

Ventilation

Over the Counter Microwaves

Cooling

Built In

36" Integra with Frame Launch

Modular

Linea Linea Launch (Sears Only) All

Magna Launch

Dishwasher

GV640 (new baskets, racks) Relaunch

Ascenta Relaunch

Integra

Evolution

800 +

800 +

Launch

Laundry

Washer

Dryer

Axxis One (builder model) Launch

CP

Tassimo

Vision 16

Launch

2009

Q1 Q2 Q3 Q4

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Experience

•Messages are targeted to individuals

•Each customer is differentiated

•Knowledge drives the message

•Each communication is personalized

•Database is critical

•Communications are relational

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� Relevant offer that makes their life better

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Experience

Elements of your Communications� Right Message

� Right Person

� Right Media

� Right Time

Elements of Success

� 40% Audience - who receives the message

� 30% Offer – what is promised for response

� 20% Creative - design, photos, media

� 10% Timing - what distractions defer response

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Integrated Marketing Results

• Optimize your Marketing efforts

• Strengthen sales

• Personalize communications

• Reduce corrupted selling time

• Increase effectiveness

• Improve customer relationships

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“By coordinating the consumer’s end-to-end experience,

companies could enjoy revenue increases of 10 to 20%.”

Marketing & Sales practice McKinsey Quarterly March 2010

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Execution

Custom Contact Interval Periods: Months, Weeks, Days 1 2 3 4 5 6 7 8 9 10 11 12

Pre-Defined Communication Streams Mktg Defined Sequential Messaging

Event-Triggered Communication Streams Based on Customer Behavior or Activity

Custom Communication Streams AE Designated Messages

Direct Mail Email

Events Qualification and classification

On-going custom communications streams

Other On-going Marketing and Sales activities-Direct, Digital, Sales

Ongoing Sales and Marketing Qualification and classification

CRM

Segment 1:

Segment 2:

Pre Tradeshow Marketing Communications

eMail 1 eMail 2 eMail 3

eMail 1 eMail 2 eMail 3

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Communication Experience Overview/PURL’s

Examples/ Relevant Engagement

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Qualify the customers with standard classification questions

1) Landing Page 2) Profile Page 3) Thank You & product link Page

Overview and key messaging.

Cross selling of products, services ,promotions

4) Customer event registration and event reminder

Customer event reminder to bring to show

- Booth info-Customer contact and profile data

Communication Experience Overview PURL’s

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Integrated CRM/ SFA & Contact Management

Empower customer facing employees with the ability to send real time relevant and personal information

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Effectiveness/ Measurement

• Limited budgets/do more with less

• Your accountable so make your providers

accountable. Pay Per Performance

• Visibility- Pay-for-Performance

• Applied/ shared learning

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“I’d rather be approximately right than precisely wrong”

Tim Williams Founder Ignition Ad Age April 09

Data aggregation

Measurement

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Measurement

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Summary/Key Takeaways

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To Achieve Savvy Customer Driven Marketing Strategies

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Thank You

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