Data-driven, Not Data-deluded Marketing

Annotations:

• Create sales and build bonds with customers

1. Permission Marketing
   1. STEPS

      Annotations:

      • http://larslofgren.com/marketingbasics/what-is-permission-marketing
      1. 1. Offer an incentive

         Annotations:

         • Obtain permission from the customer.
      2. 2. Teach the prospect over time

         Annotations:

         • Offer the consumer an ongoing curriculum that is meaningful
      3. 3. Reinforce the incentive
      4. 4. Increase the level of permission
      5. 5. Ask for the sales
   2. KEYS
      1. Mutual Relationship
      2. Participant Empowerment
      3. Reciprocity
2. Build bonds with the customers
3. Create sales
4. Frequency Program
   1. GOALs
      1. Maintain or increase sales, margins, profits
      2. Encourage cross-selling
      3. Differentiate the brand
      4. Discourage entry of a new brand
      5. Increase loyalty of existing customers
      6. Preempt or match a competitor's offer
   2. PRINCIPLES
      1. Enhance the value of the product
      2. Calculate the full cost of the program
      3. Maximize customer motivation to make additional purchases
5. Customer Relationship Management
   1. STEPS
      1. 1. Identify Customers
      2. 2. Differentiate customers
         1. Life time value
         2. Share of customer
      3. 3. Interact with customers
         1. Improve cost effiencies
         2. Enhance effectivness
      4. 4. CUstomize goods and services
      5. 5. Focus at the costumers