seminar group presentation creating and budgeting an effective marketing plan
TRANSCRIPT
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1The Seminar Group
Presented by: Ron Scharman
Creating and Budgeting an Effective Marketing Plan
March 9th, 2016Direct to Consumer Wine SalesThe Seminar Group
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2The Seminar Group
• Currently Chief Operating Officer of Chatterbox Wine Marketing Services and VinoVisit.com
• Instructor, SSU Wine Business Institute – 3 Years• Previously 7 years as President of eWinery Solutions• Previously 2 years as COO of New Vine Logistics• Previously 4 years as CEO of Morrell Wine Group• 15 years as a specialty retailer• MBA Cornell University Johnson School of Management• Lover of all things food & wine• Passionate about direct to consumer wine marketing• More info on LinkedIn at http://linkd.in/1yfhRm5
Who am I and Why am I here?
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3The Seminar Group
TIME TO LEARN ABOUT YOU
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4The Seminar Group
Where are We Going Today?• Overview of Technology Landscape• Review of Customer Acquisition Channels• Digital Marketing Planning Checklist/Components of a Digital
Marketing Plan• Pricing Theory in Practice• Budgeting and Risk/Reward Checklist• Digital Campaign Metrics• Cost/Benefit Analysis of Email Acquisition
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5The Seminar Group
Got Wine?
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6The Seminar Group
QUESTION FOR THE SESSION:
How do we sell a 3-dimensional story in a 2-dimensional world?
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7The Seminar Group
THE TRUTH IS, ITS HARD. VERY HARD….
AND IT TAKES A
GOOD TO GREAT MARKETING PLAN
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8The Seminar Group
Tell your story + tell it well (the magic 15%)
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9The Seminar Group
“ The notion of connecting a luxury wine brand with its wider digital and cultural ecosystem is now a matter of survival.”
Ron Scharman Wine Consumer Advocate
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10The Seminar Group
The evolution from early 2000’s to present day, “personal computing” has changed 10 fold.
What’s changed? Bigger, More Complex Sites
2003
2015
2003 2003
2007
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11The Seminar Group
Looked at Another Way
The faithful gather in 2005 near St. Peter's to witness Pope John Paul II's body being carried into the Basilica for public viewing.
St. Peter's Basilica at the Vatican, on March 13, 2013
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12The Seminar Group
THINGS TO WATCH PERIOD
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13The Seminar Group
MOBILE COMMERCE SOARS
Source: *IBM; **Adobe
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14The Seminar Group
MORE PC’S GATHER DUST
*Source: U.S. Commerce Dept., Internet Retailer
44%
11%
45%
Percentage of time on retail web sites
SmartphoneTabletPC
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15The Seminar Group
MY PHONE IS MY LIFENOT MOBILE-ONLY, BUT MOBILE-FIRST
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16The Seminar Group
THINGS TO WATCH: MILLENNIALS
The crowd is here
Comfort level with mobile transactions
Ease of purchasing
Millennials
Growing FAST!
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17The Seminar Group
It’s All About the Customer: Omni-Channel Marketing
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18The Seminar Group
Omni-Channel Marketing
Transforming the customer
journey across all channels
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19The Seminar Group
Remember That the Journey is Non-Linear
Find the customer where they want to be found…
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20The Seminar Group
DTC Engagement: 360 Degree Customer View eCommerce
Wine Club
Allocations
Tasting Room
Recipe Engine
Social Media (Social
Commerce)
Mobile
Telesales (inbound & outbound)
SMS (Text)
Email Marketing
Visitor Reservations
Newsletter
Mobile POSSearch Engine Optimization
(SEO)
Retail Locator Winery
commerce ecosystem
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21The Seminar Group
Customer Acquisition Channels• Wine club signup
– Most traditional tasting room business model • Digital and Social Marketing• Email Campaigns• Telesales • Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions• Social media, events, other
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22The Seminar Group
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23The Seminar Group
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24The Seminar Group
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25The Seminar Group
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26The Seminar Group
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27The Seminar Group
MAYBE………
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28The Seminar Group
THE DIGITAL MARKETING PLANNING CHECKLIST & THOUGHT PROCESS
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29The Seminar Group
HOW TO KICKSTART
YOUR PLANNING
PROCESS
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30The Seminar Group
NOW WHAT.
LET’S TALK ABOUT THE ACTUAL COMPONENTS OF A DIGITAL MARKETING PLAN
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31The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE 2. STRATEGY 3. TACTICS 4. SCHEDULE
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32The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN (4 CORE THINGS)
1. OBJECTIVE
2. STRATEGY
3. TACTICS
4. SCHEDULE
(*Why*) The over-arching business problem you were tasked with solving
(*What*) Your approach, the layer between the business problem, and how exactly you did it.
(*How*) The means you took to satisfy your strategy, the actual details of how you executed
(*How Much*) Which partners, for how much, and how long.
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33The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
2. STRATEGY 3. TACTICS 4.
SCHEDULE
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34The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
• Your objective should come from:• A company-wide KPI (drive new customers or more visitors)• Ownership/Senior marketing lead/DTC manager (CMO)• The closest senior member of your team
1. OBJECTIVE
(*Why*) The over-arching business problem you were tasked with solving
• Your objective should be:• Clear• Actionable• Map directly to a company-wide KPI
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35The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
EXAMPLES OF OBJECTIVES:
1. OBJECTIVE
(*Why*) The over-arching business problem you were tasked with solving
Increase the number of website visitors and/or conversions Increase the # of email addresses we have in our databaseIncrease visitor traffic/wine club signups at the winery tasting room
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36The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
• Your strategies should come from:• You.• Should always answer how you plan to take action before you know
anything about executing
2. STRATEGY
• Your strategies should be:• Clear• Actionable• Map directly to your objective (how are they solving your biz problem?)• The hardest part of a digital media plan.
(*What*) Your approach, the layer between the business problem, and how exactly you did it.
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37The Seminar Group
LETS MARRY THEM TOGETHER
Target your demographic audience on the social networks they visit most with best selling wines, or other special offers Encourage new site visitors to redeem an introductory offer in exchange for their email addressDrive traffic by promoting off-site tasting events and community-oriented events, focusing on Bay Area residents
1. OBJECTIVE 2. STRATEGY
Increase the number of website visitors/conversions Increase the # of email addresses we have in our databaseIncrease visitor traffic/wine club signups at the winery tasting room
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38The Seminar Group
5. PRICING 6. COSTING7. PARTNER SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
2. STRATEGY 3. TACTICS 4.
SCHEDULE
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39The Seminar Group
PRICING THEORY
IN PRACTICE
WHAT MAKES UP A DIGITAL MARKETING PLAN
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40The Seminar Group
BUDGETING FOR YOUR TACTICS ANSWERS 2 QUESTIONS:
If I had one dollar, where would I spend it.
If I had a 2nd dollar, where would I spend it.
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41The Seminar Group
HOWEVER YOU ANSWERED THE LAST QUESTION:
AD DOLLARS GENERALLY ARE RESPONSIBLE FOR DOING 1 THING…
(BESIDES INCREASING AWARENESS OF YOUR BRAND)
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42The Seminar Group
WHAT DOES $1 DO FOR THE DIGITAL MARKETER
TRAFFIC
WEBSITE TASTING ROOM APP 3-Tier PRINT/
WEB
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43The Seminar Group
ONCE TRAFFIC IS IN THE DOOR IT CAN DO MANY THINGS (DIGITALLY-FOCUSED)
BOOK A TASTING
BUY WINE
JOIN A WINE CLUB
POST A REVIEWDOWNLOAD
RECIPES
RE-ENGAGEMENT
SHARESBROWSE - TIME ON
SITEVIDEO PLAYS
ENTRIES/VOTES
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44The Seminar Group
5. PRICING 6. COSTING7. PARTNER SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
2. STRATEGY 3. TACTICS 4.
SCHEDULE
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45The Seminar Group
WHAT MAKES UP A DIGITAL MARKETING PLAN
HOW MUCH DO THINGS
COST?
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46The Seminar Group
BACKGROUND ON HOW AD PRICING WORKS
CPM(cost per thousand)
CPC(cost per click)
Publisher charges you every time:
CPL(cost per lead)
MOST COMMON (EARLIEST FORM OF PRICING,LEAST RISKY FOR PUBLISHER)
INCREASINGLY COMMON(MORE RISK TAKEN ON BY PUBLISHER)
RAREST(MOST RISKY FOR PUBLISHER, GENERALLY WILL OWN THE SIGNUP EXPERIENCE)
Display/Websites
Paid SearchPaid Social
Lead Gen companies (Lead Genius)
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47The Seminar Group
DIGITAL AD PRICING FORMULAS
CPMCOST PER THOUSAND(COST/IMPRESSIONS) *
1000
CPC
COST PER CLICKCOST/CLICK
Ad Buying Pricing Units (how all online ads are bought and sold)
PRO TIPS:CPM: Better for brand advertisers. CPC: best for Direct-response advertisers; most of you should be buying on a CPC. CPL: Best for B2B
CPL
COST PER LEADCOST/LEADS
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48The Seminar Group
WHAT DOES THE AD PRICING MARKET LOOK LIKEInexpensive Average Expensive
CPM$1.25 $3.50 $5-$15+
CPC$0.25 $0.50-$0.75 $1.50+
CPL$25 $50 $100+
All these prices completely depend on your site, pricing,
and business
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49The Seminar Group
AVERAGE CPC GUIDELINES (ACTUAL MAY DIFFER)
Base Additions (each is an incremental cost)Avg. Untargeted
CPC Gender Age Interest Occupation Education Geo $0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45
But a fully loaded CPC would be $2.00
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50The Seminar Group
AVERAGE CPC GUIDELINES + OBJECTIVES
Base Additions (each is an incremental cost)
Avg. Untargeted CPC Gender Age Interest Occupation Education Geo
$0.35 +$0.25 +$0.25 +$0.30 +$0.25 +$0.15 +$0.45
In other words, a fully loaded CPC would be $2.00
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51The Seminar Group
5. PRICING 6. COSTING7. PARTNER SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
2. STRATEGY 3. TACTICS 4.
SCHEDULE
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52The Seminar Group
BUDGETING:
HOW MUCH SHOULD I SPEND ON ADVERTISING?
WHAT MAKES UP A DIGITAL MARKETING PLAN
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53The Seminar Group
KNOWING HOW MUCH YOU ARE WILLINGTO SPEND (AND WITH WHO)
HAS TO DO WITH YOUR RISK TOLERANCE.
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54The Seminar Group
?: HOW RISKY ARE
WE?
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55The Seminar Group
CHECK YOUR SPEEDOMETER:
AGGRESSIVE OR CONSERVATIVE DRIVER?
IDENTIFYING YOUR APPETITE FOR RISK
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56The Seminar Group
AGGRESSIVE
WHEN AN AGGRESSIVE STRATEGY IS RIGHT FOR YOU
ROI
VOLUME
• You are looking to acquire as many new customers as possible in an effort to gain traction and grow wine brand awareness.
• Or you are have fewer metric constraints (spending our budget is more important than measuring it!)
• This strategy means being comfortable with a higher cost per acquisition in exchange.
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57The Seminar Group
AGGRESSIVE OR CONSERVATIVE?
CONSERVATIVE
ROI
VOLUME
• Looking to maintain the best profit margin possible,
• You are much more metrics-driven, or potentially cash-strapped.
• This strategy comfortable with simply acquiring less new customers.
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58The Seminar Group
Are you comfortable acquiring new users at a loss? (spend $10, make $5)
Are comfortable acquiring new users & breaking even? (spend $10, make $10)
If we break even or lose money now, can we monetize these users in 3, 6, 12 months?
How good were we this month at getting our existing customers to come back and spend time on our site?
How many new users do you want to acquire, and in what time frame? HINT: “As many as possible ASAP” is not good enough. Be specific.
YOUR CHECKLIST FOR RISK & COSTING
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59The Seminar Group
5. PRICING 6. COSTING7. PARTNER SELECTION
WHAT MAKES UP A DIGITAL MARKETING PLAN
1. OBJECTIVE
2. STRATEGY 3. TACTICS 4.
SCHEDULE
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60The Seminar Group
BEFORE COMPLETING A DIGITAL MARKETING PLAN YOU HAVE
TO PROJECT WHAT YOUR EFFORTS WILL DELIVER
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61The Seminar Group
LET’S SAY YOU RUN A WINERY THAT HAS THE FOLLOWING CRITERIA:
EXAMPLE
WORLD’S GREATEST WINESPrice $100Goal ROI 200%Goal New Customers 1,000Average Conversion Rate
2.00%
Expected Cost Per Click
$1.00
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62The Seminar Group
IF WE WANT 1,000 NEW CUSTOMERSAND OUR SITE HAS A 2.0% CONVERSION RATE…
HOW MUCH TRAFFIC DO WE NEED TO DRIVE?*
EXAMPLE
*Yes, we’re assuming this new traffic would convert at the same rate as our current traffic, which may or may not happen. This is modeling, though – it’s not perfect, but it’s useful for
our purposes here.
VISITS = NEW USERS/CONVERSION RATE
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63The Seminar Group
WE NEED 50,000 VISITS FOR 1,000 NEW CUSTOMERS. SO HOW MUCH COULD 50K VISITS COST US?
>> TRAFFIC COST: 50,000 VISITS * $1.00/CLICK = $50,000 AD SPEND
EXAMPLE
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64The Seminar Group
HOW MUCH WOULD I NEED TO SPEND TO HIT MY TARGET ROI OF 200%?
>> TRAFFIC COST: 50,000 VISITS * $1.00/CLICK = $50,000 AD SPEND
>> CONVERSION: 50,000 VISITS * 2.00% CR = 1,000 CUSTOMERS
>> REVENUE: 1,000 CUSTOMERS * $100 PRICE = $100,000 REVENUE
>> $100,000 REVENUE/$50,000 SPEND = 200% ROI
EXAMPLE
So under these circumstances, we could hit our ROI Goal & New Customer Goal, with a $50,000 marketing budget.
Don’t have $50k? Adjust goals accordingly, this is important!
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65The Seminar Group
FINAL WORD ON SOCIAL
MARKETING
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66The Seminar Group
WHAT ARE THE VEHICLES RELEVANT IN THE WINE INDUSTRY?
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67The Seminar Group
If You Do Not Pay to Advertise on Facebook, It Is Estimated That You Only Reach 3-5% of
Your Fan BaseForbes.com
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68The Seminar Group
LAST BUT NOT LEAST,BEFORE DOING ANY ADVERTISING THINK:
HOW GOOD ARE WE DOING THINGS NOW BEFORE WE PAY FOR TRAFFIC?
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69The Seminar Group
What is the Conversion Rate, Average Order Value, and Time Spent for:Our best traffic source Our worst traffic source (with the most visits) Our highest traffic source
Do we have appropriate landing pages to make our desired action as simple & easy as possible
Are we confident that paid traffic is going to help us do more of the desired action we want
Are we maximizing what we are getting out of our organic/free traffic (existing partnerships, search, etc.)
YOUR CHECKLIST FOR HOW GOOD WE ARE
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70The Seminar Group
Customer Acquisition• Wine club signup
– Most traditional tasting room business model • Digital and Social Marketing• Email Campaigns• Telesales • Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions• Social media, events, other
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71BUS-800-101-16-SU
Wine eCommerce
Email Still Rules
EMAIL MARKETING ROI
According to Exact Target and HubSpot:
• Companies view email marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing.
• Email Marketing has an ROI of 4,300% (Based on marginal cost).
• 66% of in-house marketers rate email as having “excellent” or “good” ROI
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72The Seminar Group
How Money is Spent vs. ROI
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73The Seminar Group
Suggested Reading
The Cost/Benefit Analysis of Building Your Email Subscriber List
Read my Blog at http://bit.ly/1K9dpZY
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74The Seminar Group
Loyalty Coefficient
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75The Seminar Group
Let’s Do the MathSo let’s do the math:
• Let’s say you sent 12 marketing emails in the past year to your subscriber list of an average 5,000 members during the year.
• That’s 60,000 emails sent, and you had an opening rate of 30%, or 18,000 emails opened.
• Your CTO calculated out to be 20% of 18,000 emails, or 3,600 unique clicks.
• You ended up with a 5% conversion rate, which resulted in 180 orders totaling $54,000, or an average order size of $300 (exclusive of shipping & tax).
• Your net revenue for the year equals $54,000/5,000 emails, or $10.80 per email subscriber.
• Assuming an average 3 year tenure for an email subscriber (LTV), net revenue jumps to $32.40.
• Discount LTV by weighted average of Loyalty Coefficient.
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76The Seminar Group
Final Thoughts
Things to consider in your DTC marketing strategy:
• What makes you different or your story compelling?
• How do you deliver the message to visitors in person or digital?
• Why should they care?
• What is your plan for building and maintaining customer loyalty?
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77The Seminar Group
Questions?
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78The Seminar Group
Contact Info
Ron ScharmanChatterbox/[email protected] Me on LinkedIn at http://bit.ly/1WyFHpA