webinar 2 targeted advice based campaigns

Targeted advice based campaigns

Steve HolmesCo-Founder

/steverholmes 0423 020 190 [email protected]

Agenda

Why: Grow the value of your clientsGoals: Activate dormant opportunities

& retain your best clientsHow: Segment clients & implement

targeted marketing

$$$$$ vs $It costs 5x to attract

a new customer than to keep an

existing oneSource: http://www.invespcro.com/blog/customer-acquisition-retention/

Probability of Selling

60-70%to an existing

customer

5-20%to a new prospect

Source: http://www.invespcro.com/blog/customer-acquisition-retention/

Existing Customers...

Spend

31%more

money*

50%more likely to try new products*

Source: http://www.invespcro.com/blog/customer-acquisition-retention/

*Compared to new customers

20% of ACTIVE clients produce 80% of revenue

80/20 Rule

Activation Retention

Activate inactive clients

Retain active clients

Grow latent value

Leverage high value

Know, Like & TrustYour Brand

Remember

Segmentation by Product

for Activation

Product 1 Product 2 Product 3 Product 4

Client 1 Yes Yes Yes Yes

Client 2 Yes Yes

Client 3 Yes Yes

Client 4 Yes

Client 5 Yes

= Activation Opportunity(Advice Based Campaigns)

Segmentation by Frequency

for Activation

4 pa 2 pa 1 pa < 1 pa

Client 1 Yes

Client 2 Yes

Client 3 Yes

Client 4 Yes

Client 5 Yes

= Activation Opportunity(Annual Review Reminders)

Segmentation by Valuefor Retention

Revenue Referalls Testimonial

Client 1 High Some Yes

Client 2 Medium None

Client 3 High Many

Client 4 Low Some Yes

Client 5 Low None

= Gold Retention Opportunity = Silver Retention Opportunity

(Premium Content)

Complete PictureVariables for Segments

Opportunity Value

Product 1 Product 2 Product 3 Product 4 4 pa 2 pa 1 pa < 1 Revenue Referalls Testimonial

Client 1 Yes Yes Yes Yes Yes $9,000 2 Yes

Client 2 Yes Yes Yes $2,100 0

Client 3 Yes Yes Yes $3,700 5

Client 4 Yes Yes $123 2 Yes

Client 5 Yes Yes $500 0

Tool TipFeedsy Segments (MailPlus)

Top Level TacticsEDM, Social Media, App, Post

Activate Retention

Product 1 Product 2 Product 3 Product 4 Gold Silver Standard

“Know” Tactics

Our “Why” Story Yes Yes Yes Yes Yes Yes Yes

Team Stories Yes Yes Yes

Education/Tip Product 1 Yes Yes Yes Yes




Premium Education Content Yes Yes

“Like” Tactics

Testimonials Yes Yes Yes Yes Yes Yes Yes

Case Studies Yes Yes Yes Yes Yes Yes Yes

Relevant Articles and Stories Yes Yes Yes Yes Yes Yes Yes

“Trust” Tactics

Rewards (eg Movie Tickets) Yes Yes Yes

Advisory Board Yes

Client functions Yes Yes Yes Yes Yes Yes Yes

Activate CampaignAdvice Based

Tactic Method

Week 1 Our “Why” Story Content EDM/Print

Week 2 Testimonial Content EDM/Print

Week 3 Missing Product Education/Tip EDM/Print

Week 4 Make appointments Phone

Monthly Relevant Articles and Stories EDM/Print

Week 8 Measure Various

Select 10 clients. EDMs can be manually or auto scheduled and monitored.

The phone calls commence in week 4.Monthly EDMs keep your brand front of mind.

Measure and iterate.

Content TipsYour “Why” Story

1. Make it personal: who you are is critical.

2. People are instinctively self-centered: articulate what’s in it for them.

3. Customer familiarity breeds alignment: make your offer simple.

Content TipsYour “Why” Story

Q: Describe those feel good momentsQ: What have you done when you had

those moments?Q: Why you want to give back...?Q: Describe that moment when you

knew financial planning was the right career for you…

Content TipsTestimonials

1. Ask for them (by email or LinkedIn)2. Provide an example3. Make them visible and shareable

Content TipsEducation/Tips

1. Fact sheets2. Case studies3. Point of view4. Relevant articles (less technical)

Content TipsTeam Stories

Content TipsRelevant Articles and Stories

Phone Call TipsOverview

Process:1. Identify & Segment2. Research3. Schedule time to call4. Preparation to create a clear

message and ‘hook’5. Make the call to book meeting6. Follow up meeting to close sale7. Create an opportunity for further

contact

Success of initial call:Secure appointment (not selling strategy)

Effort:70% Preparation10% Booking the meeting10% Close the sale10% Leveraging the Contact

Value:Re-connecting with existing clientHelp existing client with relevant offerEducation

Phone Call TipsOvercoming Objections

TimeTake the objection on face value and reschedule a more suitable time. If the clients objects more than twice on “time” then it’s a not a time issue, it’s another objection.CostThe clients need to understand the benefit for them versus the cost to implement. Break down the cost to a daily rate and clearly demonstrate the betterment.

EducationThe client hasn’t understood the offering. Revisit the initial goal and be very clear on how this solution achieves that requirement – it is important you explain this simply and using language that resonates with the client (and they understand).

TrustWhy should the client trust you? Clients won’t normally say those exact words but it maybe what they’re thinking. Verbalise the fact that the relationship may not yet be proven and that the client may have concerns. Reiterate that other clients may have felt that way previously but went on to be happy with the advice provided. Use testimonials.

Measurement TipsMonitoring and Analytics

Measurement TipsAdvice Based Campaign

Emails Engage

Open #1

Click #1

Open #2

Click #2

Open #3

Click #3

Calls Appt Offer Sale

Client 1 1 1 1 0 1 0 3 0 0 0

Client 2 1 0 1 1 1 0 2 1 1 1

Client 3 0 0 1 0 0 0 5 1 1 0

Client 4 1 0 1 1 0 0 3 1 0 0

Client 5 0 0 0 0 1 1 2 0 0 0

Ave/Total 60% 20% 80% 40% 60% 20% 15 3 2 2

15 calls to 5 clients lead to 3 appointments, 2 offers and 1 sale.Conversion rate is 20%.

Reminder TipsAnnual Review or Birthday Tools

Helping Small Business

Reach Big

Newsletters for the

Digital Age

Your brand here!

Post once

Web traffic & leads

Publish to many

News web pageContent (from Feedsy, FeedsyWrite and/or you)

Email

Social

AppsPrint

SUBSCRIBE

Subscribe

yoursite.com.au

Website

See these stories and more at receive-test.feedsynews.com

Disclosure Statement: xPert Pty Ltd, ABN 12 345 678 910, trading as xPert FinancialServices, AR number 123456, is an Authorised Representative of XYZ Company PtyLimited (Australian Financial Services Licence No. 654321). General Advice Warning: Theinformation in this communication is provided for information purposes and is of a generalnature only. It is not intended to be and does not constitute financial advice or any other advice.Further, the information is not based on your personal objectives, financial situation or needs. Youare encouraged to consult a financial planner before making any decision as to how appropriatethis information is to your objectives, financial situation and needs. Also, before making adecision, you should consider the relevant Product Disclosure Statement available from yourfinancial planner.

xPert Professionalsxpertprofessionals.comcontact@xpertprofessionals.com(08) 8277 2342

But the 19-year-old could say it was all worth it on herreturn to Toowoomba in a hero’s homecoming.

“It’s something I’ve dreamt about since I was abouteight years old,” she said on arriving home on Tuesdaymorning.

“That one day I was going to climb Mount Everest.”

The Queenslander can now sit down to gatherthoughts of determination, self-doubt, apprehensionand ultimately elation after completing the record-breaking expedition on May 21.

That afternoon in Nepal, in her third attempt at thesummit in as many years, Ms Azar broke the mark heldsince 2005 by then 21-year-old Rex Pemberton.

A book describing her expeditions, which began as aneight-year-old at Kokoda, is set to be launched inSeptember.

After being blessed with far better weather than 2014and 2015, the mountaineer said the toughest part ofher quest was a long, hard day of trekking betweenbase camp and camp two before her tilt at the summit.

That’s where she suffered from most self-doubt.

“There’s a lot of moments where, honestly, you think‘I’ve just got to get through the next 10 steps’,” MsAzar said.

“It’s completely mental … you just break it down intosmaller pieces.”

She now has plans to complete the seven summits –the highest peaks on each continent – as well asanother Everest tilt and also leading Kokoda treks inthe footsteps of her adventurer father Glenn.

The pair has even discussed completing a father-daughter Everest expedition.

“One half of us is keen and clearly capable,” Mr Azarsaid.

“The other half is not so sure yet.”

Ms Azar left a photograph of her 12-year-old brotherChristian, who has autism, on Everest’s peak and saidshe spent a large part of her 20 minutes on the summitreflecting on all of her preparation.

“I think it just makes it that much more special whenyou’re up there,” she said.

Ms Azar recalled passing Melbourne’s Maria Strydom,who died from altitude sickness, on her descent butonly later realising who she was.

“It was difficult,” she said, adding that there were nosigns Dr Strydom was in trouble.“You always think in hindsight – even though at thatpoint it wasn’t too much of an issue – could we havedone something, given her oxygen or tried to get herdown to camp two for a rescue.”

Large miners such as BHP Billiton, Rio Tinto andFortescue are among the lowest cost producers, andcan easily navigate a low-price environment, albeit withsqueezed profit margins.

But a further slump in prices could drive strugglinghigher-cost junior miners like Atlas Iron and BC Iron,out of the market. Both companies have been forcedto suspend operations partially, as they struggle to turnaround businesses amid the plunge in prices.

IKEA gearing up for Aust expansion

By Petrina Berry(Australian Associated Press)

Swedish behemoth IKEA has flagged the rollout ofmore stores and an online presence in Australia as itprepares to build one of the country’s biggest furnituredistribution centres.

The retailer has announced it will build a 70,000 squaremetre supply and logistics centre in Marsden Park inSydney’s west.

IKEA says it will be the largest logistics centre of itskind in Australia for a furnishing retailer, and will playan important role in the expansion of its store networkand pickup points.

The retail giant declined to reveal how many stores andwhere it plans to roll out in Australia.

It is also expected to launch an ecommerce store inAustralia by the end of the calendar year and a globalsite within the next two years.

“Over the next few years, we want to create moreopportunities for IKEA customers to access the brandin different ways and in new locations,” IKEA Australia

country manager David Hood said.

The new distribution centre will replace the company’sexisting distribution centre at Moorebank.

IKEA said the new centre will provide an additional 50jobs, employing than 150 workers in total.

There are eight IKEA stores in Australia, including oneowned by a franchisee, and a ninth is set to open inNorth Lakes, north of Brisbane, by the end of 2016.

The North Lakes store will be Queensland’s secondIKEA, adding to the existing location at Logan, south ofBrisbane.

IKEA said its new distribution centre will enable it tosupply a greater range and volume of furniture and alsoprovide pick up and delivery services.

It will be powered by 4,000 solar panels, harvest up to500,000 litres of rainwater and have translucent roofsheeting with sensors to turn lights off when naturallighting levels are bright enough, as part of thecompany’s commitment to sustainability.

The IKEA Group has 315 stores in 27 countries and afurther 40 plus stores run by franchisees.

‘It’s all mental’: Qld Everest climber

By Jamie McKinnell(Australian Associated Press)

It’s a chapter Australia’s youngest Everest climber,Alyssa Azar, has been waiting to write for more than adecade.

It’s also third time lucky after dicing with death amidearthquakes and avalanches each autumn since shewas 17.

Newsletter June 2016

Iron ore price threat looms forbudget

Prashant Mehra(Australian Associated Press)

A forecast slump in iron ore prices is set to deliveranother blow to already-strained federal governmentfinances, with analysts warning a recent uptick inpricing will soon be wiped out.

National Australia Bank said on Wednesday it expectsiron ore prices to slip back to $US40 a tonne from2017 onwards, becoming the latest in a lineup ofgloomy forecasts for Australia’s biggest export earner.

NAB economist Gerard Burg said the short-termincrease in steel prices and profit margins this yearshould not overshadow the long-term challenges inChina’s steel industry, which has an overcapacity of300 million tonnes.

“Expectations that China’s steel consumption willcontinue to decline in coming years will be a majorconstraint for iron ore demand, while sub-trendeconomic growth elsewhere provides little opportunityfor China’s declines to be offset,” he said in a researchnote.

In the May federal budget, the Turnbull governmentboosted its iron ore price forecast for 2016/17 to

$US55 a tonne, up from its previous estimate of $US39a tonne.

Lower prices will put a big dent in revenues for thefederal government, which is already struggling with aforecast deficit of $37.1 billion in 2016/17.

The government’s own budget papers state that every$US10 a tonne change in the iron ore price will cause a$1.4 billion increase or decrease in tax receipts, and a$6 billion change in nominal GDP in 2016/17.

The impact in 2017/18 will be greater, with every$US10 a tonne change impacting tax receipts by $3.9billion and nominal GDP by $13.4 billion.

NAB’s forecast follows similarly bearish outlook byother analysts.

Earlier this week, Citigroup predicted iron ore priceswill average $US42 a tonne in 2017, and sink to $US38a tonne in 2018.

Goldman Sachs in May said iron ore prices areexpected to slip to $US38 a tonne in the final threemonths of 2016.

Iron ore surged to $US70 a tonne earlier this year,supported by stronger steel production in China amid astimulus by its government.

Prices have since eased as Beijing clamped down onspeculative trading and as stockpiles at Chinese portshave grown.

Currently iron ore still trades at $US52.54 a tonne,nearly 40 per cent higher from last year’s rock bottomof $US38 a tonne.

The uptick has raised hopes among investors ofunderlying strength in the iron ore market – similar tothe steadily improving crude oil prices – supported byhigher Chinese steel demand.

Analysts, however, have been quick to pour cold wateron the sentiment, with most expecting the pick up inChinese steel demand to wind down in the next fewmonths.

Lower prices will also hit the mining sector.