marketing hourglass nari
TRANSCRIPT
TheMarketing Hourglass
How to Build a Remarkable Business by Focusing on the Total Customer Experience
Prepared by Bill BrelsfordFor NARI
January 23, 2014
What If…
In 2014, all of your sales
will come from existing
customers or referrals
from existing relationships.
How Would You Feel?
What’s Best Tool?
• Email Marketing• Social Media• Pay Per Click Advertising• Search Engine Optimization (SEO)• Content Marketing• Direct Mail
“When it comes to lead and referral generation, a happy
customer is the best tool.”
The Old Model – Marketing Funnel
The Funnel Focuses on the Chase
The Funnel Focuses on the Most Expensive Types of Marketing
The Hourglass Shifts Focus to the Experience & Relationship
Definition of Marketing
Know Like Trust
So customers will
Try Buy Repeat Refer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
• Who and how, ads, referrals, networkingKnow• Website, blog content, social media, Like• SEO, webinars, marketing materials, white papersTrust• Workshops, evaluations, demo, DIY training, starterTry• Service team, new customer kitBuy• Post project review, cross selling, customer eventsRepeat• Champion events, partner intros, peer2peerRefer
What Triggers Your Customers?
• Life events – birth, death, marriage,
graduation, divorce
• New hire, promotion• Product launch• Move• New business, funding
(loan, grant, etc)
Research Mode
Know
GOOGLE = OnlineASK = ReferralKNEW YOU = Advertising/PromoREAD/HEARD = PR
Like
Something they:
• READ• SEE• HEAR• FEEL
= Minimize Risk
Proof Trial ProductsGuarantees Low Cost
Try
Buy / Deliver
CROSS SELL & UP SELL+NURTURE
=RAVING FANS!
How Likely Are You to Refer Us?
• Who and how• Ads• ReferralsKnow
Like
Trust
Try• Service team• New customer kit• Finance/deliveryBuy
Repeat• Results reviews• Partner intros• Peer2peer eventsRefer
Filling the gaps
© Duct Tape Marketing – all rights reserved
7 Questions to Get You Started
1. What is your free or trial offering?
2. What is your starter offering?
3. What is your “make it easy to switch” offering?
4. What is your core offering?
5. What are your add-ons to increase value?
6. What is your “members only” offering?
7. What are your strategic partner pairings?
Action Steps
• Understand your customers’ timing triggers– Conduct surveys and customer interviews
• Identify gaps in your marketing hourglass– What do you need to fill the gaps?
• Spend time on the “What If” exercise• Free Signature Brand Audit – http://rebar.me/SBAudit
http://rebar.me/kcnari
• Free Signature Brand Audit ($250 value)
• Download Slides
• Blank Hourglass Template
• Sample Hourglass
