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Ken Robbins, President Response Mine Interactive Atlanta, GA 4.18.11
On average, the lifespan of a Fortune 500 company is ~40 years.
Real Meetings. Actual Decisions.
Volume vs. Profits Public medical products company $400 cost-per-new-patient. Break even = $600. 30% of customers come in at ~$700 ea.
10,000 legacy rate plans New plans at least 20% cheaper Don’t ask, don’t tell renewing customers because “we need the profits.” Wireless Disconnect
“ Gross ” Margin Retailer 30,000 SKUs margins ranging 28% to 70%. revenue based decisions Fan maker #1 $250$75 30% Fan maker #2 $250$120 50%
Checked Out Hotelier = lowest room rates + 20% fee Digital Marketing = highest room rates 14% cost Decision- Pause digital.
Form over Substance Goal: Increase form leads b/c “calls are customer service” Audit revealed 60% of calls are new sales at half the cost to acquire. Decision: “more forms please”
Other Budget Mistake In May, lawn care company’s internet marketing budget ran out. TV, Billboards, direct mail keep running- at higher costs/new customer Internet = lower cost-per-customer.
50% % of Americans with Smartphones
5% # of retailers with mCommerce specific sites
mistakes policies & strategies
ignore loyal customers ignore better margins advertising that ignores profits & new customers practices that piss off the consumer
Efficiently acquire high value customers. Allowables Measure Database CRM Report / analyze Test Recognize Segment Score Lifetime Values Communicate Repeat purchase Reward Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive, LLC
Some ads produce sales Some don’t
scale and breadth of awareness
efficiency of response lower cost per: inquiry sale lead customer
34 PPC tactics firstname.lastname@example.org
high value customer?
buy more less complaints & discounts refer friends & colleagues buy again
From Angel Customers & Demon Customers- Larry Seldon
#1 how many new customers did we acquire last month?
#2 how do we irritate our customers?
“simple” IVR Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive, LLC
“hi. how may I help you?”
#3 what’s the difference between average customer & best customers?
#4 what are our conversion rates?
#5 what do our best customers like to buy from us?
Efficiently acquire high value customers.
Acquire More Customers Thank You. @kenrobbins 404.233.0332 email@example.com TM
Ken Robbins, President Response Mine
1 Copyright ©2009 by Cengage Learning Inc. All rights reserved Designed by Eric Brengle B-books, Ltd. CHAPTER 21 Prepared by Amit Shah Frostburg State.
THREE ESSENTIAL FOCUSES IN MOBILE MARKETING By Eric Koeck Center website:
MadeToEngage.com PPC Digital DNA PPC Workshop 4th March 2016 Jonny Cameron.
Chapter 21 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 21 Customer Relationship Management (CRM)
1 Chapter 21: Customer Relationship Management (CRM) Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd. Copyright.
Copyright Cengage Learning 2013 All Rights Reserved 1 Chapter 21: Customer Relationship Management (CRM) Introduction to Designed & Prepared by Laura Rush.
Profit Margins and Competition in Fashion Industry.
Chapter Four Relationship and Loyalty Marketing. © 2008 Pearson Education, Upper Saddle River, NJ All Rights Reserved. 2 Marketing Essentials in.
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Data-Driven Communication.
Maximizing Customer Lifetime Value Customer Profitability Customer Equity Lifetime Value.
Chapter 21 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 21 Customer Relationship Management (CRM) Professor Close.
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 1 An Overview of Contemporary Marketing.
PROPRIETARY & CONFIDENTIAL. COPYRIGHT PRESENTED BY: Dianne Hanlon Druyff Executive Director, Strategic Services KSV.
5 Creating Customer Value, Satisfaction, and Loyalty
CONNERSVILLE H.S. 2 ND ANNUAL MATTRESS SALE OCTOBER 3 RD, :00AM TO 5:00PM.
Zero Moment of Truth Google/Shopper Sciences. Traditional 3-Step Mental Model of Marketing 2 First Moment of Truth Second Moment of Truth Stimulus Sign.
1 1 Ralph Paglia Director – Digital Marketing ADP Dealer Services Cell:
MARKETING MANAGEMENT 12 th edition 5 Creating Customer Value, Satisfaction, and Loyalty KotlerKeller.
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