five strategies for phenomenal customer engagement for franchises
DESCRIPTION
Join us for a new and insightful webcast that explores the Five Strategies for Phenomenal Customer Engagement your franchise should focus on to keep customers coming back again and again!TRANSCRIPT
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Phenomenal Customer Engagement =
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Right Person
Right Message
Right Time
Right Channel
Right Data
Strategy #1: Communicate to Your Customers Like They are REAL People
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Right Person
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• Know Your Audience
• Use Data for Customer Segmenta>on – This helps target the right person
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Right Person
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• Personaliza>on!!
Customers are real people. Customizing your content to specific people
will create beIer rela>onships and loyalty.
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Right Person
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• Build rela>onships with your online
customers!
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Right Person
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• Technology – What they are buying
– What they wish they could buy
– What they are ignoring
• Recommenda>ons
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• Loyal customers are good
customers.
• Loyal customers are brand
ambassadors.
• Loyal customers are key to the
growth of your business.
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Millenials
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• Customiza>on is expected
• Appreciate special aIen>on
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Offer
Offer
Bonus! Social Share
Great Use of Data &
Measurement
Targeted Subject Line
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The average open rate for emails
with personalized subject lines is greater than those without.
Emails with personaliza=on boast an
open rate of 19.5% while the open
rate without is 15.1%.
#5strategies Source: Experian Marke>ng Services
Mobile Optimization
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There are 6.8 billion people.
5.1 million of those people own a cell phone.
Only 4.2 billion of those own a toothbrush.
> More people own a
cell phone than a toothbrush!! #5strategies Source: Mobile Marke>ng Associa>on Asia
Strategy #2: Understand What Your Customers Want & Surprise & Delight Them
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Right Message
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• Iden>fy your audience
• Say the right thing
• Ensure the message reflects your
brand’s image
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Right Message
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The Busy Mom:
Women account for 85% of all consumer purchases – ranging from automo>ve to healthcare.
Women spend about $5 trillion annually – that is over half of the US GDP!
#5strategies Source: The Conversa>on Index Report by bazaarvoice
Right Message
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• Strategizing is KEY • Know your audience • Cater your message to them • Use Data!
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Right Message
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1. Caribou knew it was Carrie’s birthday (from their database!)
2. Caribou created a message copy that would grab aIen>on:
– “Happy Bou-‐Day” – Call to ac>on
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Mobile Optimization
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Mobile coupons get 10 =mes the redemp>on rate of tradi>onal coupons.
#5strategies Source: Borrell Associates
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Strategy #3: Plan Out the Right Choreography of Your Message
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Right Time
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• Wrong =me = Wasted effort and money • Right =me = Opportunity to act on an offer
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Right Time
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Data also helps op>mize when you should be targe>ng your customer
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Right Time
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• Perfect for Jeff – an “On the Go Professional” who is always connected
• Now he doesn’t have to wait…and he got to use a cool app
Right Time: “Thank You Jeff” Email
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• No>ced (3 – 4pm) • Opened (Thank You Jeff) • Clicked (Great Stuff Promo)
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Mobile Optimization
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• 88% of people check their email via a mobile phone daily.
• 91% of all U.S. ci=zens have their mobile device within reach 24/7!
#5strategies Source: Get Response & Morgan Stanley
Strategy #4: Collect & Respect Your Customer’s Communication Preferences
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Right Channel
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• Tradi=onal Methods – Direct Mail – Television & Radio – Print ads
• New & Digital – Email – SMS – Local Search – Mobile Apps – Social Media…
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Right Channel
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Let’s take a look at your tradi=onal grandparents…
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Different Customers = Different Channels
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Importance of Traditional Channels
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Response Rates:
• 1.1% to 1.4% for Direct mail
• 0.03% for Email
• 0.04% for Internet Display Ads
• 0.22% for Paid Search #5strategies
Source: CMO Council, May 2013
Strategy #5: Put It All Together & Leverage Your Customer Data
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Putting it all Together
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And finally – mix together for op>mal results…
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Putting it all Together
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• Combine strategies • Make sure they connect • Customers will respond
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+ + +
Putting it all Together
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Rich data can turn customers into loyal fans!
#5strategies Source: Experian Marke>ng Services
The number of marke>ng execu>ves surveyed who allocate at least 1/5 of their budget to data-‐driven marke=ng has increased 227% between December 2012 and June 2013
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Data is the FUTURE!
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Amazon is a trailblazer for using data collected on their customers.
In 2012, they had 182 million ac=ve customers world-‐wide in their database who spend, on average, over $1,200 a year on their site.
Source: Business Insider
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What’s the Secret? • Personaliza>on • Recommenda>ons • User Experience • Feedback • Subscrip>ons
Amazon’s Answer:
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Data is Amazon’s key to…
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Right Person
Right Message
Right Time
Right Channel
Real Loyalty
Let’s Recap!
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• Combine all 5 strategies • Don’t lose personaliza>on • Break through the noise!
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Strategy #1 – Right Person
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Communicate to your customers like they are REAL people.
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Strategy #2 – Right Message
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Look at customer behaviors and trends to understand what your customers WANT.
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Strategy #3 – Right Time
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You should know more about WHEN your customers need your products and services than they do.
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Strategy #4 – Right Channel
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Reques>ng and respec>ng communica>on preferences will help win TRUST.
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Strategy #5 – Right Data
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Create the human and personal connec>on otherwise know as 1:1 marke>ng.
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Download the eBook!
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• bluewaterbrand.com/5strategies
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#5strategies @BluewaterBrand
Craig Boyte Director of 1:1 Digital Strategy [email protected]
MaKenzie Wangsness* Digital Marke>ng Expert [email protected]
Thank you!
Connect with Us!
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@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater Inc.
bluewaterbrand.com/blog
#5strategies