Marketing to the customers
-
Upload
shashi-bellamkonda -
Category
Documents
-
view
301 -
download
1
Transcript of Marketing to the customers
1
TyE Boot Camp -July 2013
MARKETING TO THE CUSTOMERS.
Shashi Bellamkonda•VP, Digital Marketing -Bozzuto.com•Adjunct Professor, Georgetown University
3
GO TO MARKET
http://jubileefoodpantry.wordpress.com/2010/04/20/bauman-farms/
5
3 STEPS TO SUCCESS
1.Create a great product
2.Create awareness for your product
3.Ensure a awesome customer
experience
7
THERE WAS A WORLD BEFORE THE INTERNET
http://web.archive.org/web/19981202230410/http://www.google.com/
10
*
http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg
TOOLS CHANGE ALL THE TIME
11
INFORMATION SOURCES CHANGE
http://stateofthemedia.org/2013/overview-5/key-findings/audience-key-findings/
12
*
THE BASICS NEVER CHANGE
Your Objective: Win Favor from the Public
• Build awareness• Create identity• Enhance Image• Inform public• Good reputation
20
http://smallbiztrends.com/2013/06/business-signs-work.html
1. Location2. Brand promise3. Special
Occasions4. Competition5. Online-offline
Connection
35
CONNECTIONS AND COMMUNITY BUILDING
• Existing customers
• Influencers
• Friends and contacts
• Readers
38
4 PRINCIPLES OF CUSTOMER MARKETING
38
http://customersrock.net/the-hidden-power-of-your-customers/
4141
This guy wants to make sure the book and the DVD are saying the same thing
CONSUMERS WANT MORE TRANSPARENCY
42
DEFENDING YOUR REPUTATION IS CRUCIAL
http://www.youtube.com/watch?v=4ESU_PcqI38
http://www.youtube.com/watch?v=PKUDTPbDhnA
45
1. SET YOUR ORGANIZATIONAL OBJECTIVE
Who are you trying to reach ?
What do you want to change?
How will this affect your organization?
46
2. IDENTIFY RESOURCES
In-house
Make it part of existing resources
Outsource
Use existing community
Find internal evangelists
47
3. SETUP A LISTENING POSTIdentify tools
Feedback process
Buy in from players
Identify market concerns
48
4. DEFINE RULES OF ENGAGEMENT Who is allowed to talk
Set a social media policy
Brand guideline consistency
49
5. IDENTIFY POTENTIAL ALLIANCES Partners social capital
Peers from similar industries
Offline groups
51
7. ENGAGE IN OFFLINE AND ONLINE COMMUNITIESF2F beats any online interaction
Social helps maintain offline connections
52
8. DEFINE DIGITAL FOOTPRINTEquation for Adopting New Networks
Time Audience Search Results In-House support
53
9.INTEGRATE YOUR MARKETING EFFORTS
Add your social media sites to your website
Tell your followers on Twitter about your newsletter offers
Add a sign-up section to your Facebook Page
Add a link to your website from your blog
54
10. RESULTS AND MEASUREMENT
Measure outcomes
Achieve attitudinal changeEngagementReputation benchmarkingTraffic Social GraphInbound linksAwards & RecognitionOffer & Coupon redemptionRetained customers
54
55
Questions
VP- Digital Marketing, Customer Experience and
Analytics Leader, Small Business Speaker and
Columnist
Adjunct Professor – Georgetown University
Featured :
Washington Business Journal | Washingtonian
Magazine Tech Titan 2009 & 2011 | Small Business
Influencer 2011 & 2012 Champion | Winner of the 2012
Minority Business Leader Awards| AmEx Open
Forum | Featured in 15 Books
Shashi Bellamkonda
Follow On Twitter: @shashib