Ken Robbins, President Response Mine Interactive Atlanta, GA

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 = $ % 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

basic strategy

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 Response Mine Interactive, LLC

efficient marketing?

Some ads produce sales Some don’t

measure everything

scale and breadth of awareness

efficiency of response lower cost per: inquiry sale lead customer

7.8% 10.2%

34 PPC tactics

high value customer?

buy more less complaints & discounts refer friends & colleagues buy again

From Angel Customers & Demon Customers- Larry Seldon

5 questions

#1 how many new customers did we acquire last month?

#2 how do we irritate our customers?

“simple” IVR Proprietary & Confidential. All Rights Reserved 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 TM