Transcript Marketing
Marketing Terry James © 2007 Mystery of the lost client? • Name the guilty person or process? • Recommend action • Identify the culprits or villains Terry James © 2007 All rights reserved Clue #1 • The client arrives at a big retail store, browses, and then leaves without buying ANYTHING!!!!! • How was this crime permitted, what can be done? • Save us!! Help!! Terry James © 2007 All rights reserved Clue #2 • Later that day, the client returned, but paid cash. Again, who IS this mystery client? • How can we reach the mystery client? • How can we sell more to our mystery client? Terry James © 2007 All rights reserved Know your clients (KYC) -Who are important clients -Why did they leave? -Why browse but not buy? -Questions, questions,… Terry James © 2007 All rights reserved Mass Marketing -TV, radio, newspaper, flyers Marketing Mix -Product -Price -Placement -Promotion Brand Employee -incentives -briefings/training Layout Placement -Vegas mirrors -discount aisles -bathrooms at the end -loss leaders -aroma marketing -shelf replacement timing -music by department Target marketing Incentives Loyalty card -name, history, tracking -discount or grace period -communications channel -mega prize Checkout scans -blogs, Internet, podcasts, Gift card Behavior marketing -name, e-mail, survey -video image analysis -why did you leave without buying? -video adverts/training -top up credits, give to children, -patterns Specialized Treatment -Dad’s sports bar -Mom’s daycare First Class -VIP lounge -free drinks -reserved parking -client photos Expanding relationships Personalized Event marketing -favorites, colors, styles --personal logos -Wish-list marketing -personalized products -Registry -house-holding Emotional --pet or baby pictures loyalty card -community markets