From the Retail Merchants Association Training Center: This 2-hour marketing overview course was initially taught on Friday, February 24, 2012, by RMA's director of marketing, Sally Witzky. Additional course dates forthcoming. The Retail Merchants Association is a Richmond, Virginia based trade organization which has been helping retail businesses since 1906. For more information, visit http://retailmerchants.com.
2. Many traditional marketing
methods have changed due to
mobile/social technology and
related applications
The Reality We Face
3. More importantly, how
consumers’ learn about, shop
for and buy products and
services continually evolves
The Reality We Face
4. Marketers are increasingly
challenged to keep up, and even
the best of us find it difficult to
continually stay current
Speed: 3 Months = Like 3 Years
Used to Be
The Reality We Face
5. The old purchase funnel is no
longer so LINEAR!
The basic tenets still apply but
there’s no right or wrong
path to purchase for the
consumer
The Reality of Channel Choices
6. The consumer is definitely in
control. THEY CHOOSE.
◦ It’s their media
◦ Served up when they want
◦ In the way they want it
◦ On their favorite device or monitor
The Reality of Channel Choices
7. Marketers are forced to be where
their customers are and cover all
the bases
And that adds both difficulty and
cost
Small businesses are challenged
the most to compete as
consumers “gorge themselves
on media and adapt to the
newest, ever-changing
technology”
The Reality of Channel Choices
9. Awareness
Familiarity / Opinions
The buyer
Consideration /
Inquiry
goes through
Compare /
a process that
Shopping leads to the
Test /
Trial
final decision
to purchase
SALE CUSTOMER ACQUISITION
What inspires the consumer?
It’s important to understand the linear approach.
10. Awareness
Familiarity / Opinions
The marketer
Consideration /
Inquiry
uses the
Compare /
“right” media
Shopping to lead the
Test /
Trial
buyer through
the process
SALE
What’s the “right” media?
It’s important to understand the linear approach.
11. Awareness
TV / Radio
Familiarity / Opinions Print / Outdoor
Consideration / Website / Online
Inquiry
Direct Mail / Email
Compare /
Shopping
Store Visit / Social
Salesperson /eCommerce
Test /
Trial Consultation
SALE SALE
What media supports selling process?
It’s important to understand the linear approach.
12. So you made a sale – now what?
What happens after the sale?
How has the marketer allocated
their marketing budget for
acquisition vs. retention efforts?
You must know what efforts will
give you the best return on
investment
Understanding the 80-20 Rule
13. The last thing you
want to do is lose a
customer you spent
so much time,
money and effort
trying to find and
convert to a sale
Understanding the 80-20 Rule
14. Once you’ve acquired a
On-
boarding
new customer, you must
develop a strategy to keep
Loyalty them.
Programs
Cross-sell / How do we keep our
Upsell
customers?
Advocates / Referrals
CUSTOMER RETENTION
Mission Critical: Post Sale Marketing
Often forgotten: Activities to keep customers coming back and sending referrals
15. Welcome / Appreciate
On-
boarding
Phone Calls / In-Person
Social / Mobile Connects
Loyalty
Programs
Direct Mail / Email
Cross-sell /
Experiential Events
Upsell Relevant Offers
Ask for referrals
Advocates / Referrals
CUSTOMER FOR LIFE
What media do we use?
Building relationships not any different than maintaining a marriage.
17. CUSTOMER ACQUISITION SALE
Awareness
Familiarity / Opinions On-
boarding
Consideration /
Inquiry Loyalty
Programs
Compare /
Shopping Cross-sell /
Upsell
Test /
Trial
Advocates / Referrals
SALE CUSTOMER RETENTION
Putting the Picture Together
Your marketing plan needs to account for it all
19. Again, customers still go through
a buying process
But the media they use depends
on, well, everything and
anything
Where are consumers spending
most of their time?
Where are YOUR CUSTOMERS
spending most of their time?
Know thyself
Know thy customers
20. Most importantly, don’t just be
talking thinking they are
listening to you
Develop a content strategy
that is nothing short of
relevant
If you do not know what your
customers want from you, ASK.
Be relevant
21. Be prepared to listen. And
listen intently.
Then surprise and delight them
Be relevant