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“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
“Client Segmentation, Classification, & Relevant
Engagement Marketing for a More Profitable Business”
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Internal & External Analysis of Your Plan Your Sales & Marketing Goals Planning your Marketing Tactics
Segmentation and Classification Your Marketing Strategy in Action Implementing Your Marketing Strategies Marketing Funnel Summary and Introduction Tips for Utilizing the Marketing Funnel Case Histories Revealed
Introductions and About Today…
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
What challenges do distributors/marketers face?
Why you should consider a change?
Most of us want to maintain our current client-base and perhaps grow our businesses; each of you need to determine
what your next move will be!
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
The mistake of many… “If they’re breathing and can write a
check, they’re my client..”
…is this the best strategy?
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Methods to Grow Your Business
Organically Inactive Clients
Acquisition
New Clients
Client Evaluation
Strategy
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Acquisition…takes a critical eye
Cultural Values Match Financially Sound Proper Valuation Tax Implications Stability of Accounts Management & Employee Retention Bandwidth to manage the process
Bigger Picture Issue ~ Seminar in itself ~ Today’s Focus on Current Business
Multiple pieces to this puzzle
Business Acquisition
Big Picture Possibilities & Issues
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Market Segmentation Defined
• Industries / Divisions • Internal Departments
Client Segmentation
Strategies
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
What types of vertical markets exist?
Vertical Markets
• Hospitality • Banking & Finance • Medical • Sport & Fitness • Leisure & Travel • Aviation • Government • Education • Legal
• Human Resources • Insurance • Non-Profit • Religion • Manufacturing • Technology • Automotive • Entertainment • Food & Beverage
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Evaluating Your Client Base…
Code Name
Vertical Market
Classification
Avg. YTD Sales
Avg. Order Size Profit
Margin # Orders
Avg. Profit Per Order
Average Gross Profit
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Extensive Reporting This report give cumulative totals for each vertical market for two years
Filter and analyze by each vertical category
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Your Client-base Needs Evaluating
Things to consider… • Which vertical markets do I consider? • Who are the players within these markets? • Why should we look at this strategy? • Where can I find this information? • How do I relevantly market to these groups?
What brought me to this point?
Going Vertical…
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Client Classification • A – class act
• B – above average
• C – middle tier
• D – low tier
• E - questionable
• F – FAIL / Dump
• H – HOLD
Criteria Sales Volume Profitability Opportunity % Relationship Open Communicates Disposition
Collectability Refers ________________ ________________
“Each of you will have different thoughts on these criteria”
Client Classification
Strategies
Purpose and Rationale
Addresses Time Management
Creates Focus & Direction
Aids in Budgeting Facilitates Better Marketing Decisions
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
What will you use, who gets what?
All marketing MUST BE relevant to the Target Audience
A B C D E F H I P N/A
Client
Marketing Strategies
Marketing Classification & Segmentation Marketing Schedule
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Assess Your Marketing Efforts
What’s your budget? Your bandwidth Where are the opportunities?
Organic growth Inactive client growth New prospects Acquisition
Communication strategy A/B clients and prospects C/D/E clients
Allocation and distribution How the math works…it’s up to you!
Marketing Dollars Allocation and Distribution
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Place Your Plan in Your Calendar/CRM
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Want more business…where do I go?
All marketing MUST BE relevant to the Target Audience
ZOOM Info Hoovers.com LinkedIn Internet Library
Lead
Generation New Prospects & Clients
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Narrowly Defining Your Target Audience
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Narrowing your field of vision…vertically
Broad Vertical Markets
• Hospitality • Banking • Healthcare • Fitness • __________________ • __________________ • __________________
Healthcare
Doctors
Nevada
Las Vegas
Within 50 mile radius
Pediatricians
Ultimate Target Audience
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Narrowing your field of vision…laterally
Broad Lateral Markets
• Human Resources • Marketing • Sales • C-Level • __________________ • __________________ • __________________
Human Resources
Diversity
Training
Attrition
Recruitment
Retention
Benefits
These are the PAIN POINTS
Opportunities
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Marketing Touchpoints Existing & Inactive Clients
Now that we’ve defined our audiences • C, D & E Group - Direct mail – letters, postcards • A, B Group - Direct marketing – creative campaigns • A-D Group - Electronic – email, e.blasts, Constant Contact • A & B - Face to face – need to have a solid strategy
Prospects Based on profiles we can determine the best method(s) to touch this group; • Direct mail – letters, postcards • Direct marketing – dimensional mail, creative campaigns • Electronic – email, e.blasts, Constant Contact • Face to face – rare, but possible
Relevant
Marketing Touchpoints & Case Histories
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Other Marketing Touchpoints
• Postcards • Event types
• White Papers • Brochures • Email Campaigns
• Flyers • Catalogs
• Product Packets • Small Mailers • Speculative Samples • Creative Campaigns
All marketing MUST BE relevant to the Target Audience
Anniversaries Birthdays Tenure Milestones ___________
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Focused on Situational
Opportunities
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Focused on Law Firms
with Marketing Directors
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
“Creative Brand Marketing” Campaign
If you say you’re
different… Be Different!
Theresa Gonzales - Stay Visible, LLC.
Focused Targeted Rewarding Profitable
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Focused on Health Related
Companies
What emotional triggers may a referring doctor have?
Tap into those, and you have
a winning concept!
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
• 46%+ Referral Rate • 100 targeted
• Excellent response rate
Example of a Successful Marketing Campaign Understanding and Tapping into the Emotional Triggers
Bear in a Cast
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Implementing & Tracking Your Efforts
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Final Thoughts and Questions…
Know your clients Know your bandwidth and limitations Always Question: this IS Key! Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns Help your clients do the same
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
What Questions Can I Answer?
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates
Sign up for my weekly marketing blog…
cliff@ QuicksellSpeaks.com www.QuicksellSpeaks.com
30 Seconds to Greatness
Connect with Cliff on…
301-717-0615
Please complete your session evaluation now to receive
credit for session attendance.
“Client Segmentation, Classification & Relevant Engagement Marketing…”© 2017 Cliff Quicksell Associates