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$uper User?Its role in integrated marketing
Customer Lifetime Value
Have you spent time with your
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Some are
Do you intimately know
who Your Consumer is?
Do you know what your
$uper User is worth?
worth morethan others .
What is a customer worth over their lifetime?
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Do you know what your
$uper User is worth?
What is a $uper User worthover their lifetime?
Enters Category
Average
CLV
Value range of your
$uper User
Lifetime $ Revenue
Leaves Category
Stays In Category
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can help.
Understanding
Customer Lifetime Value
$uper Users
Creating vision and strategic direction
requires intimate understanding of the consumer.
is a key component in developing strategy.
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Strategy & Branding is NOTabout selling a jar of
peanut butter.(crunchy or smooth)
$3
A jar a week
for 15 years$900
$4000A jar a month
for 15 years
Brand Loyalist
Purchase
$uper User
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Customer Lifetime Value (CLV)
Is a measure of the success of 1. Brand loyalty
2. Value proposition of the product portfolio
3. Integrated marketing campaign
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The average dollar value of revenue for a consumer over their lifetime
It should grow.
Why measure CLV?
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1. Helps drive strategy development
2. Gives basis for
3. Creates a framework to understand the
value of your $uper User
Growth Strategy Questions
1. Market to current customers?
2. Market to your $uper Users?
3. Convert new customers to the category?Typically more expensive to reach and convert
4. Enter new categories and channels?
More opportunity for current customers and $uper Users to buy
Gives new consumers in adjacent categories opportunity to buy the franchise
5. A mix of the above?
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Predisposition for the categoryLess expensive to reach and convert
The Rest of the Equation:
Use CLV along with the Cost and ROI of:
Maximizing sales to current customers and $uper Users
Acquisition of new customers
Entering new categories (manufacture, source, business acquisition, license)
Entering new channels
The results of the analysis are used to build the business case,
guide strategy and allocate resources.
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How do you measure CLVand find $uper Users?
1.CRM data
2.Market Research
3.Syndicated Data10
NeilsonIRI etc.
Competitor’s customers in the categoryCustomer’s outside the category
Your current customers in the category
Driving Growth in CLV
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Identify the target consumer
Current Customer
$uper User
New Customer
Create Awareness and Trial
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Make entry and trial easy
Right opening price point
Promotions to drive entry
FREESAMPLE
INCULDED
Build Relevance and Relationship
Through:
Marketing programs
Promotions
Merchandising
PackagingSocial Media
PR13
Deliver on the Brand Promise to drive loyalty
Moments of Truth
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When the shopper chooses When the user uses
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Adjacent Categories& Markets
Consumers and $uper Users more opportunity to buy
New consumers in adjacent categories
opportunity to buy into the franchise
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Loyalty and Relevance gives the Brand
the right to play in adjacent categories giving.
1.
2.
Core Categories
Served & Unserved
Markets
Grow CLV1. Insights from CLV and $uper User research
2. Develop Promotion and Marketing Strategy
Drive trial and entry into category
Drive multiple purchases
Drive trade up
Drive new category and channel entry
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How $uper Users Drive CLV Growth
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Intimately understanding the $uper User
They buy at a higher rate and bring the average CLV up
results in valuable insights for:
Understanding User NeedsNew Product DevelopmentMarketing Campaigns to Drive ConversionCustomer Service Requirements New Category and Channel Development.
1.
2.
CLV is a path to
$uper Users
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$uper Usersare key to CLVgrowth
Intimate Understanding
$uper UserSpend time with your
before your competition does.
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INSIGHTOVATIONTM
[ A product marketing transformation company ]
200 E BROOK RD
PITTSFORD, NY 14534
(585)[email protected]
