Say it dont spray it presentation

• 1. Say It, Dont Spray It 12/13/10
  • Mark S. Lee

• President

• The LEE Group, MI LLC

The LEE Group, MI LLC 2.

• What Binds the Organization And Connects the Dots?

Simple Question 2010, The LEE Group, MI LLCAll Rights Reserved 3. Answer

• Your Brand!

2010, The LEE Group, MI LLCAll Rights Reserved 4. What is a Brand?

• A brand is a product or service you do business with for a variety of reasons

2010, The LEE Group, MI LLCAll Rights Reserved 5. Popular Brands

• Nike

• McDonalds

• Coca Cola

• ESPN

• Sports Illustrated

• Nordstroms

2010, The LEE Group, MI LLCAll Rights Reserved 6. Brand Components

• A successful brand has:

• • Vision

• • A positioning Statement

• • Recognizes its point of difference

• • A strong sense of its strengths and weaknesses

• • An understanding of its competitive set

• • An effective communications plan

2010, The LEE Group, MI LLCAll Rights Reserved 7. Why Purchase?

• Reasons might include:

• • Fills a need

• • Satisfies an urge/need

• • Emotional connection

• • Price/Quality

• • Its hot

• • Represents you in some way shape or form

• • Communicates something about you

The LEE Group, MI LLC 8.

• Become the financial service provider most preferred by customers because they know XX understands their needs and is willing to work with them.

Brand Vision/Example 2010, The LEE Group, MI LLCAll Rights Reserved 9. How to Make Your Brand Standout

• Brand vision

• • What is it?

• • Easily communicated

• Point of difference

• • What makes you different?

• Consistent look and feel

• • Simplistic versus complicated

• • Clear message

• Consumer friendly/accessible

• • Traditional/non-traditional

The LEE Group, MI LLC 10. Lets move on to Email Marketing 2010, The LEE Group, MI LLCAll Rights Reserved 11. Email Marketing

• Simply put, its using technology tocommunicate with your customers in a timely and cost-efficient manner

2010, The LEE Group, MI LLCAll Rights Reserved 12. Opportunities

• Communicate on a regular basis

• Target messages appropriately

• Establish an ongoing relationship with customers

• Attract non-customers

• Deliver your message in a cost efficient manner

2010, The LEE Group, MI LLCAll Rights Reserved 13. Specifically

• Customer Acquisition

• Retention

• Informing

• Product Penetration

• Targeting/Delivering messages

2010, The LEE Group, MI LLCAll Rights Reserved 14. Dos and Donts

• Do:Allow customers to opt in

• Dont:Send out against their wishes

• Do:Target and send relevant messages based on customers needs

• Dont:Email randomly

2010, The LEE Group, MI LLCAll Rights Reserved 15. Dos and Donts

• Do:Have clearly defined goals, i.e. attract and/or retaining customers

• Dont:Treat all potential customers the same

• Do:Develop a plan

• Dont:Email on the fly

2010, The LEE Group, MI LLCAll Rights Reserved 16. Dos and Donts

• Do:Send out emails on Tuesday or Thursday afternoons

• Dont:Minimize Mondays or Fridays and/or holiday periods (unless promoting an offer)

2010, The LEE Group, MI LLCAll Rights Reserved 17. Sources of Revenue Existing Customers New Customers Total Sales/Revenue 2010, The LEE Group, MI LLCAll Rights Reserved 18. Collect Consumer Information

• Basic:

• • First name and email address

• Comprehensive:

• • Basic, plus

• • • Last name

• • • Address

• • • Phone Number/Company

• Targeted:

• • Basic, plus

• • • Interests

• • • Birthdate

• • • Geography

• • • Title

• Source:Email marketing workbook via Constant Contact

19. Customer Acquisition

• Email marketing can play a vital role in attracting customers

• However, there are basic things to understand

2010, The LEE Group, MI LLCAll Rights Reserved 20. Customer Acquisition

• Understand existing customer base

• Acquisition costs

• Break-even analysis

• How do you currently acquire customers?

• Potential Strategy:Use e-mail to target specific, relevant messages to non-customers

2010, The LEE Group, MI LLCAll Rights Reserved 21. Customer Retention

• Generally, the cost to retain is more efficient than acquiring a new customer

• Why?

• • You already have them

• • Focus on servicing and enhancing relationship

2010, The LEE Group, MI LLCAll Rights Reserved 22. Case Study

• Implemented a fully-integrated direct marketing plan for a major company

• • Utilized a combination of Direct and Email

• • Goal was to acquire new customers and retain existing customers

• • Focused on target segmentation

• Results

• • Reduced costs by 50%

• • Increased response rates by 70%

• • Exceeded stated business objectives

23. Case Study

• Challenge

• • Stagnant business growth

• • Declining response rates

• • Resulting in increased cost per leads

• Improving response rates while reducing direct response costs

24.

• Based on actual experiences, here are examples of what not to do

25. What Not to Do

• Sending out same emails over and over

• Forwarding emails right before the holidays

• Not allowing people to opt in

• Mass emails irrespective of customer profiles

• Not having a call to action, including website and contact information

• Use of shortcuts and texting language

26. What Not to Do

• Lack of professionalism in email

• Trying to close the deal versus engaging in conversations

• Not personalizing emails

• Finally, understand, whats the purpose of sending an email?

27. Thank You!

• Mark S. Lee

• Phone:(734) 707-0866

• Email:[email_address]

• Website:www.leegroupinnovation.com

• Facebook/Linked In:Mark S. Lee

• Twitter:@leegroup