- 1. Say It, Dont Spray It 12/13/10
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
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
2010, The LEE Group, MI LLCAll Rights Reserved 6. Brand Components
- 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?
- 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
- What makes you different?
- Simplistic versus complicated
- 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
- Deliver your message in a cost efficient manner
2010, The LEE Group, MI LLCAll Rights Reserved 13. Specifically
- 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
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
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
- First name and email address
- 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
- 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
- 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
- Increased response rates by 70%
- Exceeded stated business objectives
23. Case Study
- 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
- Finally, understand, whats the purpose of sending an email?
27. Thank You!
- Website:www.leegroupinnovation.com
- Facebook/Linked In:Mark S. Lee