One Last Time (for now!)Let’s refresh ourselves of our aims

and goals of doing this work

Our AimBy December 2015 we will have a tool kit that will provide the

basis of a marketing plan – a route map by which you can bring your product / service directly to market.

Our Goal

For 2016 it is to lower the cost of getting customers by 50% and

increase the rate of keeping them by 50%

Review on what’s we have discussed so far? The Marketing Audit – what we are doing or

planning to do Setting out some goals based around numbers

including break-evens. The difference between activity and strategy

Customer buying behaviours – getting to grips with customer value. Boston Matrix and a customer audit

Understanding what makes us different and why that is important. Pro-active pricing and how to create demand for the biggest contribution

Pricing for profit – pricing strategies that are proactive and built on solid ground

This Months BIG sessionReferral Marketing- Your greatest asset is

youThe aims

• What is it and why is it important?• A strategy / system that works

• The Customer Journey• How to create a referral programme that drives engagement, grows the brand and adds

revenue• The psychology of ‘rewarding your customer’

Did you know – 83 % of satisfied customers are willing to refer a

product or service

Only 29% do!

Referral Marketing“Referral marketing is a method

of promoting products or services to new customers through

relationships”

Too important then to leave

to chance

Take the surveyWhere do you spend your money?

Where do referrals come from?

Existing customersGood news stories

Influencers in your fieldCompetitors

Affiliates / PartnersNetworks

Existing CustomersA strategy

Take their journeySet-up suitable measures at touch points

Personalise your relationship

Aim to DelightFirst Ask & then thank

Categories to identify the stages of customer interaction

Discovery – When / where do they find you

Research – look-up & compare / contrast

Conversion – selection & choice, financial, augment

Post-sales Engagement – feedback, instructions, sign-up for insurances,

guarantees etc.

The Consumer’s paths to purchase

https://canvanizer.com/

Aim to delight!Everyone is different but here are six suggestions for you to work with:1. Attentiveness2. Recognition3. Personalisation4. Consideration5. Appreciation6. Aim higher

A Way of Asking

Use the evidence

Personalise the request – not email, survey monkey but Face-to-Face or via a call

Frame “ In order that we can continue to offer this service at the price we do we need your help – can you think of two people who might benefit from what we do?”

Ways of rewardingCumulative discounts – based off spendLoyalty cards – based off visitsFree items – based off number of purchases Reciprocal discounts from other providers Innovation adopters – “trial our new product /

service”An event – in praise of the customerEntertain – lunch, dinner, sports etc. Upgraded service levelsReward for referrals and introductions

Good News Stories

PR does not just happen – it should be planned for- It is about:

Reputation managementBrand managementThe Education of your prospectsThe engagement of your

stakeholdersThe creation and maintenance of

TRUSTThe greatest way of connecting to

your community and of your community connecting with you

Attracting Influencers in your field

LinkedIn – Have a target list of followers in your industry and follow them

Network – find the connectors and “sneezers” - Make yourself relevant

Publish – put your ideas out there – become an expert

Content creation – look at your social media output and ask “is it interesting, relevant and informative?”

Competitors can referThe Law of Reciprocity - says “that when

someone does something nice for you, you will have a deep-rooted psychological urge to do something nice in return”

Collaborate to deliver added value to your clients

Being self-aware as a business – not only what you offer but also your values, culture and skills

Use the internet and social media to find partners

Networking

Increased Sales

To conclude Plan and budget for a referral strategy Reach out to 2 new people once a week every week Get out and network – find partners and build referrals Refer first with an open heart – ‘Law of reciprocity” Understand the customer journey – make it remarkable Build the brand with ‘Good PR’ – don’t leave it to chance Attract influencers – aim to be an expert Aim high on the customer service side – and achieve it Ask, ask and keep on asking

Please welcome