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