e-marketing class 4: excellence josé j. cabrera y charro msc office 2.94 (sporadically)...

E-marketingClass 4: Excellence

José J. Cabrera y Charro MscOffice 2.94 (sporadically)jose.cabrera@hu.nl06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharrohttp://www.compassonlinemarketing.nl/blog

LinkedIn group: IMM eMarketing

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Continue!

Remember traffic?

Most important thing of all?

Just for a while…

No excellence, no glory…

Online marketing: TCEI-model

TRAFFICTRAFFIC CONVERSIONCONVERSION EXCELLENCEEXCELLENCE INNOVATIONINNOVATION

Two things you need for

long term success…

Happy customers

Happy shareholders

Today: Excellence

How to achieve excellence? How to get happy costumers? How to get happy shareholders? Trade-off

What does this mean for your projects If we have time: presentation that got € 30.000

in 30 minutes

How do you make a

customer happy?

What do customers

(realy) want?

Feestkleding 365: What’s really important?

1. Fast delivery

2. What if size not right?

3. Lowest price

4. Large variety

How do find out?

ASK Imagine & analyse Talk to people Surveys, focus groups, etc Quick internet surveys

READ General studies & trends Industry studies & trends

When live: MEASURE What do stats/analytics tell you? A/B Testing

How do you give

customers what they want?

Customers wants Offering

4P’s Assortment, products/services Prices, discounts, etc.

Design critical elements of the value chain

Logistics Customer support (Online) payment Technology & hosting Legal Etc,

Feestkleding 365: What’s really important?

1. Fast delivery

2. What if size not right?

3. Lowest price

4. Large variety

1. 15h, same day

2. New size, no postage

3. 100% warranty

4. Most products on the web

Don’t forget to tell

the investor:

What your customers really want.

How you will make them happy

(your OFFERING)

Happier than your competitor does.

What investors doand what you should do to get their bucks…

Invest money Tell them how much money you need On what you will spend/invest it

Make profit Tell them your sales price Show break down of costs Tell them how much you can/will sell

ROI = Profit / investment Scale up/down

How can you scale up if succesfull? How to recoup investment if it is not?

Investors…

LIKE People who know what they

are talking about Clear facts, clear

calculations, clear strategies Low investments Big ROIs Entrepreneurs who take risk

themselves Scalable strategies Clear exit strategy

HATE Bullshit Difficult words and

strategies (KISS) Investment in intangible

assets (like advertising) Ideas that are easily

copied, no clear advantage Too much ‘me too’ Too much ‘hasn’t been

done before’

Investors are suckers for: ‘it’s like this or that big success, but a better/different in unique way’

Don’t forget to tell

the investor:

How much you need? For what?

How much you will make

(profit x volume)

Why it is going to work.

What if it does? What if it doesn’t?

Contact me

José J. Cabrera y Charro

jose.cabrera@hu.nl

Office 2.94 (sporadically)

06 5395 2422

http://nl.linkedin.com/in/josejaviercabreraycharro

http://www.compassonlinemarketing.nl/blog