Five Strategies for Phenomenal Customer Engagement for Franchises
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Join us for a new and insightful webcast that explores the Five Strategies for Phenomenal Customer Engagement your franchise should focus on to keep customers coming back again and again!
Transcript of Five Strategies for Phenomenal Customer Engagement for Franchises
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Phenomenal Customer Engagement =
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#5strategies
Right Person
Right Message
Right Time
Right Channel
Right Data
Strategy #1: Communicate to Your Customers Like They are REAL People
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Right Person
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• Know Your Audience
• Use Data for Customer Segmenta>on – This helps target the right person
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Right Person
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• Personaliza>on!!
Customers are real people. Customizing your content to specific people
will create beIer rela>onships and loyalty.
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Right Person
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• Build rela>onships with your online
customers!
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Right Person
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• Technology – What they are buying
– What they wish they could buy
– What they are ignoring
• Recommenda>ons
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• Loyal customers are good
customers.
• Loyal customers are brand
ambassadors.
• Loyal customers are key to the
growth of your business.
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Millenials
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• Customiza>on is expected
• Appreciate special aIen>on
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Offer
Offer
Bonus! Social Share
Great Use of Data &
Measurement
Targeted Subject Line
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The average open rate for emails
with personalized subject lines is greater than those without.
Emails with personaliza=on boast an
open rate of 19.5% while the open
rate without is 15.1%.
#5strategies Source: Experian Marke>ng Services
Mobile Optimization
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There are 6.8 billion people.
5.1 million of those people own a cell phone.
Only 4.2 billion of those own a toothbrush.
> More people own a
cell phone than a toothbrush!! #5strategies Source: Mobile Marke>ng Associa>on Asia
Strategy #2: Understand What Your Customers Want & Surprise & Delight Them
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Right Message
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• Iden>fy your audience
• Say the right thing
• Ensure the message reflects your
brand’s image
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Right Message
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The Busy Mom:
Women account for 85% of all consumer purchases – ranging from automo>ve to healthcare.
Women spend about $5 trillion annually – that is over half of the US GDP!
#5strategies Source: The Conversa>on Index Report by bazaarvoice
Right Message
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• Strategizing is KEY • Know your audience • Cater your message to them • Use Data!
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Right Message
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1. Caribou knew it was Carrie’s birthday (from their database!)
2. Caribou created a message copy that would grab aIen>on:
– “Happy Bou-‐Day” – Call to ac>on
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Mobile Optimization
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Mobile coupons get 10 =mes the redemp>on rate of tradi>onal coupons.
#5strategies Source: Borrell Associates
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Strategy #3: Plan Out the Right Choreography of Your Message
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Right Time
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• Wrong =me = Wasted effort and money • Right =me = Opportunity to act on an offer
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Right Time
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Data also helps op>mize when you should be targe>ng your customer
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Right Time
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• Perfect for Jeff – an “On the Go Professional” who is always connected
• Now he doesn’t have to wait…and he got to use a cool app
Right Time: “Thank You Jeff” Email
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• No>ced (3 – 4pm) • Opened (Thank You Jeff) • Clicked (Great Stuff Promo)
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Mobile Optimization
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• 88% of people check their email via a mobile phone daily.
• 91% of all U.S. ci=zens have their mobile device within reach 24/7!
#5strategies Source: Get Response & Morgan Stanley
Strategy #4: Collect & Respect Your Customer’s Communication Preferences
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Right Channel
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• Tradi=onal Methods – Direct Mail – Television & Radio – Print ads
• New & Digital – Email – SMS – Local Search – Mobile Apps – Social Media…
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Right Channel
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Let’s take a look at your tradi=onal grandparents…
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Different Customers = Different Channels
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Importance of Traditional Channels
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Response Rates:
• 1.1% to 1.4% for Direct mail
• 0.03% for Email
• 0.04% for Internet Display Ads
• 0.22% for Paid Search #5strategies
Source: CMO Council, May 2013
Strategy #5: Put It All Together & Leverage Your Customer Data
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And finally – mix together for op>mal results…
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• Combine strategies • Make sure they connect • Customers will respond
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Putting it all Together
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Rich data can turn customers into loyal fans!
#5strategies Source: Experian Marke>ng Services
The number of marke>ng execu>ves surveyed who allocate at least 1/5 of their budget to data-‐driven marke=ng has increased 227% between December 2012 and June 2013
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Data is the FUTURE!
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Amazon is a trailblazer for using data collected on their customers.
In 2012, they had 182 million ac=ve customers world-‐wide in their database who spend, on average, over $1,200 a year on their site.
Source: Business Insider
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What’s the Secret? • Personaliza>on • Recommenda>ons • User Experience • Feedback • Subscrip>ons
Amazon’s Answer:
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Data is Amazon’s key to…
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Right Person
Right Message
Right Time
Right Channel
Real Loyalty
Let’s Recap!
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• Combine all 5 strategies • Don’t lose personaliza>on • Break through the noise!
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Strategy #1 – Right Person
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Communicate to your customers like they are REAL people.
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Strategy #2 – Right Message
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Look at customer behaviors and trends to understand what your customers WANT.
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Strategy #3 – Right Time
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You should know more about WHEN your customers need your products and services than they do.
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Strategy #4 – Right Channel
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Reques>ng and respec>ng communica>on preferences will help win TRUST.
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Strategy #5 – Right Data
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Create the human and personal connec>on otherwise know as 1:1 marke>ng.
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Download the eBook!
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• bluewaterbrand.com/5strategies
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#5strategies @BluewaterBrand
Craig Boyte Director of 1:1 Digital Strategy [email protected]
MaKenzie Wangsness* Digital Marke>ng Expert [email protected]
Thank you!
Connect with Us!
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@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater Inc.
bluewaterbrand.com/blog
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