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Customer Loyalty | Back to Basics

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Customer Loyalty | Back to Basics | Thank You

Covid19 is impacting all our business plans and has stalled many major initiatives.

The question is – going forward how will we retain our existing customers and rekindle their loyalty to our brand or service ‘during and after lock down’.

It is imperative as business owners we re-plan and consider putting in place a strategy and tactics for the near future, to rebuild our approach to customer engagement with a view to rekindle our customer base.

Explore a quick and simple but effective way to keep existing customers by recognising them for their business and loyalty to our brand or service and to engage with them directly on a 1:1 basis.

The most effective way to do this is using very basic marketing tactics and to personally communicate on a 1:1 basis.

Devise a communication campaign starting with a single message from the heart of the business saying ‘THANK YOU’ for their loyalty & custom.

There are a plethora of multi media techniques and missives available that we can use to get the message across – choose which is the most cost effective and expedient way to communicate.

Back to Basics: 3 Step Plan

  1. Social media as we know plays a massive role in society and by placing a well structured ‘THANK YOU’ message on different social media means that it will reach as many people as possible as quick as possible.
  2. Alternatively a simplistic well designed printed personalised mailing in the format of a ‘THANK YOU’ card or personalised em message.
  3. A tastefully designed video with a message from the owner or CEO of the organisation or better still the front line employees expressing how much you value your customers and their business played in store (essential businesses only). This can also be featured on social media platforms thanking your customers for their loyalty and reassuring customers your business or service – will be back when it is safe to do so.

But most of all whatever marketing communications tactics you choose – do it now – and do it today!

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Visual Frameworks to stimulate innovation… a starting point when facilitating workshops.

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Consulting Frameworks are helpful when you are trying to stimulate innovation and you need to demonstrate measurable outcomes and results.
Participents new to facilitation and workshop exercices often respond better to visual prompts to facilitate a meaningful dialogue and drive rigour and metrics in the thought process.

Visual toolkit to stimulate innovation… a good starting point when facilitating workshops.

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Analogies that are helpful when you are trying to stimulate the innovation and you need to demonstrate measurable outcomes and results.
Participents new to facilitation and workshop exercices often respond better to visual prompts to facilitate a meaningful dialogue and drive rigour and metrics in the thought process.

‘ The Sphere of Influence’ – what really impacts our daily lives? http://wp.me/p3aCAV-3n

What influences and impacts our daily lives, Friends, Business Co workers, Loved ones, the Media?

It would appear it is all of these;

Commonly referred to as ‘ The Sphere of Influence’ diagrammatically illustrates this point.

Between friends, family, and an ever-increasing influx of media the influences on us are harder and harder to quantify.  This simple infographic breaks it all down.

Sphere of Influence

Your comments are welcome as always.

Marketers are on a – Digital Beach Head

 

The Beach Head

Traditionally Marketers formulating Enterprise Marketing Strategy used to be based on Growth Market Identification, Market Positioning & Gaining Market Share – Customers were traditionally identified by; Type, Segment and Clusters, Transactions & Buying behaviour via Channel – share of voice and sentiment analysis and empathy mapping came later.

The Market Tactics deployed were based on the the ability to successfully traverse The Chasm to the Main Street. Where the ‘choice pickings’ were perceived to be.

Whilst still a valid approach today for most Organisations and Enterprises today and a valid strategy to gain Market Entry & Share. Things have changed. There is a new challenger in The Main Street.

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Inside the Tornado

 

Digital Disruption & Digital Re-Invention.

Inside the Tornado

New Digital Disruptive companies are breaking all the business rules and models within the Tornado.

Companies such as Uber ( who doesn’t own a Taxi), Airbnb (doesn’t own any hotel real estate) and Amazon (doesn’t even own any inventory). Are changing the way consumers think and react and interface with brands, products and services.

Digital Disruption is changing the purchase propensity models daily, creating a unique relationship with the brand and the Enterprise – the business model is changing and is closely coupled with collaborative Cognitive Technology to devise Digital Strategies that work.

Main Street

Digital Transformation and Digital Re-Invention coupled with a collaborative Ecosystem is the new DNA that Enterprises are seeking to embrace.

As far as the economics go – in a recent study with a High Street Retail Bank it was reported on average that for every $1 spent on Digital initiatives the bank returned a $10 ROI – far more rewarding than traditional bank marketing methods initiatives.

It is understandable with this kind of ROI and the need to differentiate the consumer proposition Enterprises are prepared to be Disruptive and embrace Digital Strategies and Transformation to change the business – to achieve commercial success.

We will see more Disruption in the future I am sure……

Credits to: Geoffrey Moore Inside the Tornado

Boss or Leader- what style of Management do you have? http://wp.me/p3aCAV-4s

Leadership today is in short supply

The difference between a Boss and a Leader is collaboration and team understanding . Good leaders can make a management team aspire to greater heights and increase employee motivation.

Bad bosses can instantly break it!

What is your Management style?

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70% of businesses in Europe have failed to meet their CRM objectives. http://wp.me/p3aCAV-4K

70% of businesses have failed in Europe to meet their CRMs objectives according to D&B research.

Some of the key factors are;

  • Failure to plan for change -transformational barriers and issues
  • No clear defined objectives – not underpinned with rigour or metrics
  • Failure to align with the business – lack of user buy in
  • Poor Data and Information – lack of accurate, current  data
  • Over customisation – need for simplification of message and program structure

Take a look at some of the key factors behind the failings and the pointers to avoid being part of this statistic.

Comments welcome as usual please.

Marketers are on the Beach Head – Digital is in The Main Street

The Beach Head: Enterprise Marketing Strategy. Traditionally Enterprise Marketing Strategy used to be based on Market Identification, Positioning & gaining Market Share. Customers were identified by Type, Segment and Clusters, Transactional Behaviour and Channels of distribution,

The Market Tactics deployed were based on the the ability to successfully traverse The Chasm to the Main Street. Where the ‘choice pickings’ were perceived to be.

Whilst still a valid approach today for most Organisations and Enterprises it is a sound structured relatively easy approach to gain Market Entry & Share.

 

tornado-bowling
Inside the Tornado (courtesy of Geoffrey Moore)

Now bring in the Change Element driving business agenda’s today.

A new challenger is in The Main Street. Disruption and Digital Re-Invention.

New Disruptive companies are business models like Uber (doesn’t own a Taxi) , Airbnb (doesn’t own any hotel real estate) and Amazon ( doesn’t even own any inventory) Disruption is changing the Customer purchase propensity and his relationship with the brand and the Enterprise – the business model is changing and Digital Re-Invention.  Coupled with Cognitive and the IOT the Enterprise is able to devise Digital strategies that change the way Customers Interact, Communicate by channel & media of choice, Empathises with the Brand and becomes a true Customer Advocate.

Digital Transformation and Digitalisation coupled with a collaborative Ecosystem is the new DNA which Enterprises are embracing. In a recent study with a Bank it was reported on average that every $1 spent on Digital initiatives returned a $10 ROI.

It is understandable with this kind of ROI and the need to differentiate that Enterprises are prepared to be Disruptive and embrace Digital Strategies and Tactics to change the business to achieve commercial success.

As Robin Williams once said: Seize the day