say it dont spray it presentation
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The LEE Group, MI LLCThe LEE Group, MI LLC 11
““Say It, Don’t Spray It”Say It, Don’t Spray It”12/13/1012/13/10
Mark S. LeeMark S. LeePresident President The LEE Group, MI LLCThe LEE Group, MI LLC
What Binds the Organization And Connects the Dots?
Simple Question…
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Answer…
Your Brand!
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What is a Brand?What is a Brand?
A brand is a product or service you do A brand is a product or service you do business with for a variety of reasonsbusiness with for a variety of reasons
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Popular BrandsPopular BrandsNikeNike
McDonald’sMcDonald’s
Coca ColaCoca Cola
ESPNESPN
Sports IllustratedSports Illustrated
Nordstrom’sNordstrom’s
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Brand ComponentsBrand Components
A successful brand has:A successful brand has:– VisionVision– A positioning StatementA positioning Statement– Recognizes its point of differenceRecognizes its point of difference– A strong sense of its strengths and A strong sense of its strengths and
weaknessesweaknesses– An understanding of its competitive setAn understanding of its competitive set– An effective communications planAn effective communications plan
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The LEE Group, MI LLCThe LEE Group, MI LLC 77
Why Purchase?Why Purchase?
Reasons might include: Reasons might include: – Fills a needFills a need– Satisfies an urge/needSatisfies an urge/need– Emotional connectionEmotional connection– Price/QualityPrice/Quality– It’s “hot”It’s “hot”– Represents you in some way shape or formRepresents you in some way shape or form– Communicates something about youCommunicates something about you
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
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How to Make Your Brand StandoutHow to Make Your Brand StandoutBrand visionBrand vision– What is it?What is it?– Easily communicatedEasily communicated
Point of differencePoint of difference– What makes you different?What makes you different?
Consistent look and feelConsistent look and feel– Simplistic versus complicatedSimplistic versus complicated– Clear messageClear message
Consumer friendly/accessibleConsumer friendly/accessible– Traditional/non-traditionalTraditional/non-traditional
Let’s move on to…
Email Marketing
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Email Marketing
Simply put, it’s using technology to communicate with your customers in a
timely and cost-efficient manner
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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
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Specifically…
Customer Acquisition
Retention
Informing
Product Penetration
Targeting/Delivering messages2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights
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Do’s and Don’ts
Do: Allow customers to “opt in”
Don’t: Send out against their wishes
Do: Target and send relevant messages based on customer’s needs
Don’t: Email randomly2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights
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Do’s and Don’ts
Do: Have clearly defined goals, i.e. attract and/or retaining customers
Don’t: Treat all potential customers the same
Do: Develop a plan
Don’t: Email on the fly2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights
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Do’s and Don’ts
Do: Send out emails on Tuesday or Thursday afternoons
Don’t: Minimize Monday’s or Friday’s and/or holiday periods (unless promoting an offer)
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Sources of Revenue
Existing Customers New Customers
Total Sales/Revenue
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Collect Consumer Information
Basic: – First name and email address
Comprehensive:– Basic, plus
Last nameAddressPhone Number/Company
Targeted:– Basic, plus
InterestsBirthdateGeographyTitle
Source: Email marketing workbook via Constant Contact
Customer Acquisition
Email marketing can play a vital role in attracting customers
However, there are basic things to understand…
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Customer Acquisition
Understand existing customer baseAcquisition costsBreak-even analysisHow do you currently acquire customers?
Potential Strategy: Use e-mail to target specific, relevant messages to non-
customers2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights
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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
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Case StudyImplemented 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
Case Study
Challenge– Stagnant business growth– Declining response rates– Resulting in increased cost per leads
Improving response rates while reducing direct response costs
Based on actual experiences, here are examples of what not to do…
What Not to Do… Sending out same emails over and overForwarding emails right before the holidaysNot allowing people to opt inMass emails irrespective of customer profilesNot having a call to action, including website and contact informationUse of shortcuts and texting language
What Not to Do…
Lack of professionalism in email Trying to close the deal versus engaging in conversations Not personalizing emails
Finally, understand, what’s the purpose of sending an email?
Thank You!Mark S. Lee
Phone: (734) 707-0866Email: [email protected]: www.leegroupinnovation.com
Facebook/Linked In: Mark S. LeeTwitter: @leegroup