Transcript Statewide Marketing Workshop, 18 April 2005

Statewide Marketing Workshop, 18 April 2005
Relationship
Marketing
Statewide Marketing Workshop, 18 April 2005
► Youth
Marketing Co-ordinator, Fremantle
Dockers (3 years)
► Membership Co-ordinator, Melbourne
Football Club (2 years)
► Public Relations Manager, Softball Australia
(4 years)
Statewide Marketing Workshop, 18 April 2005
► What
is Relationship Marketing?
Creating, maintaining, and enhancing longterm relationships with individual customers
as well as other stakeholders for mutual
benefit. (Belch & Belch, 2004)
Statewide Marketing Workshop, 18 April 2005
What does Relationship Marketing Involve?
► Developing
& sustaining long-term
relationships with customers (HMAS
Recruits).
► Communicating directly with targeted
customers to generate a response (Lapsed
Members).
Statewide Marketing Workshop, 18 April 2005
Why practice Relationship Marketing?
► Customers
have become much more demanding
and desire “superior customer value,” which
includes quality products and services that are
accessible, convenient and supported by excellent
customer service.
► Customers
was personalized services that are
tailored to their specific needs.
Statewide Marketing Workshop, 18 April 2005
What are the key marketing tools of
Relationship Marketing?
► Direct
Marketing including direct mail, direct
selling, telemarketing.
► Customer service (First impressions)
► Database management
Statewide Marketing Workshop, 18 April 2005
► What
do I need to do to practice
Relationship Marketing?
► Who
are your customers (target market &
target audience)
► What are they doing
► How are they doing it, and
► How do you communicate with them.