Join us for a new and insightful webcast that explores the Five Strategies for Phenomenal Customer Engagement your franchise should focus on to keep customers coming back again and again!

1. 1

2. Phenomenal Customer Engagement =
2
#5strategies
Right
Person
Right
Message
Right
Time
Right
Channel
Right
Data

3. Strategy #1:
Communicate to Your Customers Like
They are REAL People
3
#5strategies

4. Right Person
4
• Know
Your
Audience
• Use
Data
for
Customer
Segmenta>on
– This
helps
target
the
right
person
#5strategies

5. Right Person
5
• Personaliza>on!!
Customers
are
real
people.
Customizing
your
content
to
specific
people
will
create
beIer
rela>onships
and
loyalty.
#5strategies

6. Right Person
6
• Build
rela>onships
with
your
online
customers!
#5strategies

7. Right Person
7
• Technology
– What
they
are
buying
– What
they
wish
they
could
buy
– What
they
are
ignoring
• Recommenda>ons
#5strategies

8. 8
• Loyal
customers
are
good
customers.
• Loyal
customers
are
brand
ambassadors.
• Loyal
customers
are
key
to
the
growth
of
your
business.
#5strategies

9. Millenials
9
• Customiza>on
is
expected
• Appreciate
special
aIen>on
#5strategies

10. 10
#5strategies

11. 11
11
Offer
Offer
Bonus!
Social
Share
Great
Use
of
Data
&
Measurement
Targeted
Subject
Line
#5strategies

12. 12
The
average
open
rate
for
emails
with
personalized
subject
lines
is
greater
than
those
without.
Emails
with
personaliza=on
boast
an
open
rate
of
19.5%
while
the
open
rate
without
is
15.1%.
#5strategies
Source:
Experian
Marke>ng
Services

13. Mobile Optimization
13
There
are
6.8
billion
people.
5.1
million
of
those
people
own
a
cell
phone.
Only
4.2
billion
of
those
own
a
toothbrush.
> More people own a
cell phone than a toothbrush!!
#5strategies
Source:
Mobile
Marke>ng
Associa>on
Asia

14. Strategy #2:
Understand What Your Customers
Want & Surprise & Delight Them
14
#5strategies

15. Right Message
15
• Iden>fy
your
audience
• Say
the
right
thing
• Ensure
the
message
reflects
your
brand’s
image
#5strategies

16. Right Message
16
The
Busy
Mom:
Women
account
for
85%
of
all
consumer
purchases
–
ranging
from
automo>ve
to
healthcare.
Women
spend
about
$5
trillion
annually
–
that
is
over
half
of
the
US
GDP!
#5strategies
Source:
The
Conversa>on
Index
Report
by
bazaarvoice

17. Right Message
17
• Strategizing
is
KEY
• Know
your
audience
• Cater
your
message
to
them
• Use
Data!
#5strategies

18. 18
#5strategies

19. 19
#5strategies

20. Right Message
20
1. Caribou
knew
it
was
Carrie’s
birthday
(from
their
database!)
2.
Caribou
created
a
message
copy
that
would
grab
aIen>on:
– “Happy
Bou-­‐Day”
– Call
to
ac>on
#5strategies

21. X
10
Mobile Optimization
21
Mobile
coupons
get
10
=mes
the
redemp>on
rate
of
tradi>onal
coupons.
#5strategies
Source:
Borrell
Associates

22. 22
#5strategies

23. Strategy #3:
Plan Out the Right Choreography of
Your Message
23
#5strategies

24. Right Time
24
• Wrong
=me
=
Wasted
effort
and
money
• Right
=me
=
Opportunity
to
act
on
an
offer
#5strategies

25. Right Time
25
Data
also
helps
op>mize
when
you
should
be
targe>ng
your
customer
#5strategies

26. 26
#5strategies

27. 27
#5strategies

28. Right Time
28
• Perfect
for
Jeff
–
an
“On
the
Go
Professional”
who
is
always
connected
• Now
he
doesn’t
have
to
wait…and
he
got
to
use
a
cool
app

29. Right Time: “Thank You Jeff” Email
29
• No>ced
(3
–
4pm)
• Opened
(Thank
You
Jeff)
• Clicked
(Great
Stuff
Promo)
#5strategies

30. Mobile Optimization
30
• 88%
of
people
check
their
email
via
a
mobile
phone
daily.
• 91%
of
all
U.S.
ci=zens
have
their
mobile
device
within
reach
24/7!
#5strategies
Source:
Get
Response
&
Morgan
Stanley

31. Strategy #4:
Collect & Respect Your Customer’s
Communication Preferences
31
#5strategies

32. Right Channel
32
• Tradi=onal
Methods
– Direct
Mail
– Television
&
Radio
– Print
ads
• New
&
Digital
– Email
– SMS
– Local
Search
– Mobile
Apps
– Social
Media…
#5strategies

33. Right Channel
33
Let’s
take
a
look
at
your
tradi=onal
grandparents…
#5strategies
Different Customers =
Different Channels

34. 34
#5strategies

35. 35
#5strategies

36. Importance of Traditional Channels
36
Response
Rates:
• 1.1%
to
1.4%
for
Direct
mail
• 0.03%
for
Email
• 0.04%
for
Internet
Display
Ads
• 0.22%
for
Paid
Search
#5strategies
Source:
CMO
Council,
May
2013

37. Strategy #5:
Put It All Together &
Leverage Your
Customer Data
37
#5strategies

38. Putting it all Together
38
And
finally
–
mix
together
for
op>mal
results…
#5strategies

39. Putting it all Together
39
• Combine
strategies
• Make
sure
they
connect
• Customers
will
respond
#5strategies
+
+
+

40. Putting it all Together
40
Rich
data
can
turn
customers
into
loyal
fans!
#5strategies
Source:
Experian
Marke>ng
Services
The
number
of
marke>ng
execu>ves
surveyed
who
allocate
at
least
1/5
of
their
budget
to
data-­‐driven
marke=ng
has
increased
227%
between
December
2012
and
June
2013

41. 41
Data is the
FUTURE!
#5strategies

42. 42
#5strategies

43. 43
#5strategies
Amazon
is
a
trailblazer
for
using
data
collected
on
their
customers.
In
2012,
they
had
182
million
ac=ve
customers
world-­‐wide
in
their
database
who
spend,
on
average,
over
$1,200
a
year
on
their
site.
Source:
Business
Insider

44. 44
#5strategies
What’s
the
Secret?
• Personaliza>on
• Recommenda>ons
• User
Experience
• Feedback
• Subscrip>ons

45. Amazon’s Answer:
45
#5strategies

46. Data is Amazon’s key to…
46
#5strategies
Right
Person
Right
Message
Right
Time
Right
Channel
Real
Loyalty

47. Let’s Recap!
47
• Combine
all
5
strategies
• Don’t
lose
personaliza>on
• Break
through
the
noise!
#5strategies

48. Strategy #1 – Right Person
48
Communicate
to
your
customers
like
they
are
REAL
people.
#5strategies

49. Strategy #2 – Right Message
49
Look
at
customer
behaviors
and
trends
to
understand
what
your
customers
WANT.
#5strategies

50. Strategy #3 – Right Time
50
You
should
know
more
about
WHEN
your
customers
need
your
products
and
services
than
they
do.
#5strategies

51. Strategy #4 – Right Channel
51
Reques>ng
and
respec>ng
communica>on
preferences
will
help
win
TRUST.
#5strategies

52. Strategy #5 – Right Data
52
Create
the
human
and
personal
connec>on
otherwise
know
as
1:1
marke>ng.
#5strategies

53. Download the eBook!
53
• bluewaterbrand.com/5strategies
#5strategies

54. 54
#5strategies
@BluewaterBrand
Craig
Boyte
Director
of
1:1
Digital
Strategy
craig@bluewaterbrand.com
MaKenzie
Wangsness*
Digital
Marke>ng
Expert
makenzie@bluewaterbrand.com
Thankyou!

55. Connect with Us!
55
@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater
Inc.
bluewaterbrand.com/blog
#5strategies