Client Segmentation, Classification & Relevant Engagement Marketing 2017 Cliff Quicksell Associates

Transcription

1

2 Client Segmentation, Classification, & Relevant Engagement Marketing for a More Profitable Business

3 Introductions and About Today Internal & External Analysis of Your Plan Your Sales & Marketing Goals Planning your Marketing Tactics Segmentation and Classification Your Marketing Strategy in Action Implementing Your Marketing Strategies Marketing Funnel Summary and Introduction Tips for Utilizing the Marketing Funnel Case Histories Revealed

4

5 What challenges do distributors/marketers face? Why you should consider a change? Most of us want to maintain our current client-base and perhaps grow our businesses; each of you need to determine what your next move will be!

6 The mistake of many If they re breathing and can write a check, they re my client.. is this the best strategy?

7 Methods to Grow Your Business Organically Client Inactive Clients Evaluation New Clients Strategy Acquisition

8 Acquisition takes a critical eye Multiple pieces to this puzzle Business Cultural Values Match Financially Acquisition Sound Proper Valuation Tax Implications Stability of Big Accounts Picture Possibilities & Issues Management & Employee Retention Bandwidth to manage the process Bigger Picture Issue ~ Seminar in itself ~ Today s Focus on Current Business

9 Market Segmentation Defined Client Industries / Divisions Internal Departments Segmentation Strategies

10 What types of vertical markets exist? Vertical Markets Hospitality Banking & Finance Medical Sport & Fitness Leisure & Travel Aviation Government Education Legal Human Resources Insurance Non-Profit Religion Manufacturing Technology Automotive Entertainment Food & Beverage

11 Evaluating Your Client Base Code Name Classification Vertical Market Avg. YTD Sales Avg. Order Size # Orders Profit Margin Avg. Profit Per Order Average Gross Profit

12 Extensive Reporting This report give cumulative totals for each vertical market for two years Filter and analyze by each vertical category

13 Going Vertical What brought me to this point? Things to consider Which vertical markets do I consider? Who are the players within these markets? Why should we look at this strategy? Where can I find this information? How do I relevantly market to these groups? Your Client-base Needs Evaluating

14 Client Classification Criteria A class act Sales Volume Profitability Opportunity % Client Relationship Classification Open Communicates Disposition Strategies Collectability Refers B above average C middle tier D low tier E - questionable F FAIL / Dump H HOLD Each of you will have different thoughts on these criteria

15 Purpose and Rationale Addresses Time Management Creates Focus & Direction Aids in Budgeting Facilitates Better Marketing Decisions

16 What will you use, who gets what? A B C D E F H I P Client Marketing N/A Strategies All marketing MUST BE relevant to the Target Audience

17 Marketing Classification & Segmentation Marketing Schedule

18 Marketing Dollars Allocation and Distribution Assess Your Marketing Efforts What s your budget? Your bandwidth Where are the opportunities? Organic growth Inactive client growth New prospects Acquisition Communication strategy A/B clients and prospects C/D/E clients Allocation and distribution How the math works it s up to you!

19 Place Your Plan in Your Calendar/CRM

20 Want more business where do I go? Lead ZOOM Info Generation Hoovers.com LinkedIn Internet Library New Prospects & Clients All marketing MUST BE relevant to the Target Audience

21 Narrowly Defining Your Target Audience

22 Narrowing your field of vision vertically Broad Vertical Markets Hospitality Banking Healthcare Fitness Healthcare Doctors Pediatricians Nevada Las Vegas Within 50 mile radius Ultimate Target Audience

23 Narrowing your field of vision laterally Broad Lateral Markets Human Resources Marketing Sales C-Level Diversity Training Attrition Recruitment Retention Benefits Human Resources These are the PAIN POINTS Opportunities

24 Marketing Touchpoints Existing & Inactive Clients Relevant Now that we ve defined our audiences C, D & E Group - Direct mail letters, postcards Marketing A, B Group - Direct marketing creative campaigns A-D Group - Electronic , e.blasts, Constant Contact A & B - Face to face need to have a solid strategy Based on profiles Touchpoints we can determine & the Case best method(s) Histories touch this group; Direct mail letters, postcards Direct marketing dimensional mail, creative campaigns Electronic , e.blasts, Constant Contact Face to face rare, but possible Prospects

25 Other Marketing Touchpoints Postcards Event types White Papers Brochures Campaigns Flyers Catalogs Product Packets Small Mailers Speculative Samples Creative Campaigns Anniversaries Birthdays Tenure Milestones All marketing MUST BE relevant to the Target Audience

26 Focused on Situational Opportunities

27 Focused on Law Firms with Marketing Directors

28 Creative Brand Marketing Campaign Theresa Gonzales - Stay Visible, LLC. Focused Targeted Rewarding Profitable If you say you re different Be Different!

29 Focused on Health Related Companies

30 Example of a Successful Marketing Campaign Understanding and Tapping into the Emotional Triggers Bear in a Cast What emotional triggers may a referring doctor have? Tap into those, and you have a winning concept! 46%+ Referral Rate 100 targeted Excellent response rate

31 Implementing & Tracking Your Efforts

32 Final Thoughts and Questions Know your clients Know your bandwidth and limitations Always Question: this IS Key! Drive measurement Know your worth, become an expert Segment your marketing efforts Create relevant marketing campaigns Help your clients do the same

33 What Questions Can I Answer?

34 Sign up for my weekly marketing blog 30 Seconds to Greatness QuicksellSpeaks.com Connect with Cliff on

35 Please complete your session evaluation now to receive credit for session attendance.