How to excel in customer intimacy

1. Galland.beconsulting in strategic marketing management An introduction 3 December 2009

2. “A brand is more than a promise, It’s a commitment to create a unique experience for your customers” (Ann Galland)

3. Shift in consumer behavior Today, people are overwhelmedby a vast array of choices that are often verysimilar Today, everyone is in shortage of time People trust their own ideas & experiences from friends, rather than any type of push mass media choices time

4. Competition is never what it looks like Understand that competition is much widerthan what is usually / technically understood You are competing, often indirectly, with many other companies Gain the customer with your unique proposition Make sure there isno substitute for your brand

5. New rules of the game Today’s consumers are much more demanding and well informed They Like to connect and share their beliefs and interests Feel special, want to be treated in a unique way Make their own choices based on their own criteria Today the market is global and highly competitive.Companies that want to outsmart competition understand the differentiation game They Are collaborative Highly personalize their actions Set up dialogue and engage with the customer

6. Excel in… customer intimacy Everything that touches upon the customer’s world, his thinking, his behavior is important to know Customer intimacy only works when it permeates throughout all layers of the company Know your customer :Determinecustomer DNA Segmentation out of the customer’s needs Implicit data collection Create added value

8. Relationships marketing

9. Lock-in mechanisms

10. Overall satisfaction

11. Brand differentiation

12. Repurchase intention

13. Recommendation

14. Premium price

15. Being satisfied does not necessarily mean being loyal

17. Key challenges Marketing skills are becoming so specialized that organizations will have to operate quite differently Manage complexity (more countries, more customer segments, more media, more distribution channels) Reconcile local entrepreneurship with global and cross-segment brand consistency Advanced data management skills in order to compare and maximize the effectiveness of on-and off-line marketing Source: McKinsey

18. How to make sure there is “no substitute” for your brand?

19. Face the market with a “customer-intimate” marketing strategy

20. How customer-intimateis your organization? Satisfy specific need Ongoing Custom designed Individually targeted Covert Interactive Dialogue Social networks Learning relationship Personal and unique Satisfy a common need Ongoing Niche target groups Covert Interactive website Customer extranet Blogs SEO DM Conference speaker Press articles & whitepapers Learning network Pull Create a common demand Mass media Traditional advertising Product launch campaigns Large target groups Overt Informative website Banners Brochures Conference exhibitor Newsletters Create a specific demand Personalized email campaign Personalized DM 1-1 Communication Minimal target groups Membership accessible website Push 1-1 1-to-Many

21. Is “smart marketing” more expensive than traditional marketing?

22. No, definitely not…a “smarter” allocation of budget is key

23. Trends in marketing expenditure Web-based marketing such as online video, podcasts, search marketing, web 2.0 media, webinars all increase in importance Tradeshows, advertising, direct mail and all sorts of collateral are on the decline (tradeshows often account for the biggest share of budget: 20% on average) digital traditional tactics Source: Marketing Profs/Forrester Research 2008

24. Galland.be marketing offering

25. Galland.beconsulting in strategic marketing management Contact us: www.galland.beann@galland.be