say it dont spray it presentation

1. Say It, Dont Spray It 12/13/10

Mark S. Lee

President

The LEE Group, MI LLC

What Binds the Organization And Connects the Dots?

Your Brand!

A brand is a product or service you do business with for a variety of reasons

McDonalds

Coca Cola

Sports Illustrated

Nordstroms

A successful brand has:

Vision

A positioning Statement

Recognizes its point of difference

A strong sense of its strengths and weaknesses

An understanding of its competitive set

An effective communications plan

Reasons might include:

Fills a need

Satisfies an urge/need

Emotional connection

Price/Quality

Its hot

Represents you in some way shape or form

Communicates 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

What is it?

Easily communicated

Point of difference

What makes you different?

Consistent look and feel

Simplistic versus complicated

Clear message

Consumer friendly/accessible

Traditional/non-traditional

Simply put, its using technology tocommunicate with your customers in a timely and cost-efficient manner

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

Customer Acquisition

Retention

Informing

Product Penetration

Targeting/Delivering messages

Do:Allow customers to opt in

Dont:Send out against their wishes

Do:Target and send relevant messages based on customers needs

Dont:Email randomly

Do:Have clearly defined goals, i.e. attract and/or retaining customers

Dont:Treat all potential customers the same

Do:Develop a plan

Dont:Email on the fly

Do:Send out emails on Tuesday or Thursday afternoons

Dont:Minimize Mondays or Fridays and/or holiday periods (unless promoting an offer)

Basic:

First name and email address

Comprehensive:

Basic, plus

Last name

Address

Phone Number/Company

Targeted:

Basic, plus

Interests

Birthdate

Geography

Source:Email marketing workbook via Constant Contact

Email marketing can play a vital role in attracting customers

However, there are basic things to understand

Understand existing customer base

Acquisition costs

Break-even analysis

How do you currently acquire customers?

Potential Strategy:Use e-mail to target specific, relevant messages to non-customers

Generally, the cost to retain is more efficient than acquiring a new customer

You already have them

Focus on servicing and enhancing relationship

Implemented 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

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

Sending out same emails over and over

Forwarding emails right before the holidays

Not allowing people to opt in

Mass emails irrespective of customer profiles

Not having a call to action, including website and contact information

Use of shortcuts and texting language

Lack of professionalism in email

Trying to close the deal versus engaging in conversations

Not personalizing emails

Finally, understand, whats the purpose of sending an email?

Mark S. Lee

Phone:(734) 707-0866

Email:[email_address]

Website:www.leegroupinnovation.com

Facebook/Linked In:Mark S. Lee

Twitter:@leegroup