etail presenation '06-5 ways to communicate with customers to drive revenue

5 Ways To Communicate With Your Customer, Drive Revenue And Deliver Messages About Your

Company Or Brand

Anita John, Director of Customer Marketing

StubHub!

The Customer is King

More self-reliant Self-educated Seek answers before making purchases Impulse buys limited to low-cost

products “Know me, I’ll be loyal”

Magic Formula!

Your Your USP/BrandUSP/Brand + TargetedTargeted

MessageMessageDefined Defined

AudienceAudienceDefined Defined

AudienceAudience + RelevanceRelevance+A/B or A/B or

Multivariate Multivariate TestingTesting

A/B or A/B or Multivariate Multivariate

TestingTesting+

Deliver on all—profit & revenue will follow

Deliver on all—profit & revenue will follow

#1-Build Your Brand in Emails

Voice & Image

Brand has a personality

Logos & Colors

#2&#3- Targeted Message & Defined Audience

This is an ongoing courtship

Try to setup a date

1st Date Going SteadyBreakup/Get

Back togetherMeet for the first time

Prospect 1st Time Cust. Active Inactive

Understand who you want to talk to

RFM Site Behavior Preferences/Interests

#4-Presenting relevant content to your customers

Knowledge is Power

Create a dialogue with your customers

Ask..you shall receive Find out what matters

Understand purchase behavior

What makes a difference

Ex. Preferences incorp. into emails – These are the teams I set up in my preference ctr.

It’s about control & choice

“If I tell you, I expect you to remember, and show me what I want”

It’s a two-way street

Use information and product sales Integrate with your call center Closed-loop feedback Create customer advocacy groups –

Make them part of the solution

#5-Test, test, test

Test Methodology Options

A/B split tests Multivariate testing DOE

GE/Six Sigma

Best Practices

Keep a hold-out group Never rollout something new without

testing Backtest when ever results are

inconclusive Trust your judgment and

experience…up to a point Make sure your lists are clean &

reflect the control

Take Away

Magic Formula-Starting point Brand Creditability is about your USP Test, test, test