CAMPAIGN, MANAGEMENT & PLANNING

CUSTOMER RELATIONSHIP MANAGEMENT

Campaign Management

Success of Corporate marketing programs is directly proportional to

company’s ability to capture and analyze right data.

Mass Marketing: most companies would decide on a marketing campaign based on someone’s interesting idea.

Finding, entering, storing and tracking individual customer data was out of company’s capabilities and their budgets.

Campaign Research & Planning

Identify the following:

What competitors are doing?

Who your target audience is?

What price, product and promotion is going to deliver optimum business results?

Which media will work best?

Determine Objective

What are the business objectives?

Do you need to generate enquiries for an offline sales force to convert into customers?

Does the website need to drive sales online directly?

Know about your Competitor

Competitor research is vital when planning a campaign.

Interpreting their approach and benchmarking their performance is a great way of ensuring your campaign will surpass and work harder.

Target Audience

Do you market towards a specific gender, age or occupation?

What media does your target customer consume?

Are they regular Facebook users, bloggers or YouTube users or do they surf the web visiting more traditional media websites?

Broadcast Yourself

Communicate Your Campaign

Mass Communication.

TELEVISION ADS

RADIO ADS

BILLBOARDS MOBILE SMS

NEWSPAPER & MAGAZINE

Communicate Your Campaign

Online

E-NEWS LETTERS

WEB ADVERTISMENTS

Communicate Your Target

Campaign events

EVENT & RALLIES

Communicate Your Campaign

Volunteers:

make sure a good portion of your volunteers are from your targeted groups and areas…

people who volunteer on a campaign are more likely to tell their friends and neighbors.

Campaign Management Activity Identification of the prospect.

Generation of the lead.

Customer information capture.

Distribution of leads to appropriate segments.

Campaign planning.

Campaign execution.

Response Management.

Refinement.

Channel management.

CASE STUDY : #1

The Capgemini Model

KNOW

TARGET

SELL

SERVICE

KNOW: Understand market & customers

TARGET: Define market strategies

SELL: Acquire CustomersDevelop marketing programs

SERVICE: Retain Customers, by loyalty programs, Services etc.

The Marketing Perspective1. Define Objectives

2. Identify Customers

3. Define Communication Strategies

4. Designs / Improves products / Offers / Services / Promotions

5. Tests the impact on her decisions

6. Revises her decisions for maximum effectiveness.

CASE STUDY: #2

Indian Airlines Campaign StrategyIndia Airlines sent a letter to Mr. Sankar as follows:

Dear Mr.Sankar,

During the past year, you purchased and flew our services departing from Mumbai airport and we appreciate your business. To thank you, we would like to give you an opportunity to earn free travel and save on United.

To receive additional offers, join the Mileage Plus Email list by going to http://email.mileageplus.com.

About Customer

To send this letter Indian Airlines had to determine the following information about Mr. Sankar:

He was a customer. He had flew on Indian Airlines within last

year. He was a Mileage Plus Member. (name of

loyalty program)

He flew frequently enough to merit the letter.

He flew frequently from Mumbai airport.

What did IA do?

Identified him with a particular promotion(marketing campaign) that they thought would appeal him.

Decided on the engagement media that IA thought would capture his attention.

Using Opt-in principle, asked Mr. Sankar for his permission.(when they asked him to go to URL).

Thank You..Presented by:

Dhwani Haria B(15)

Minal Gedam A(14)

Sunita Palve B(30)

Vikram More A(29)