The Big Picture - Planning and Measurement for Long-Term Marketing Success
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Transcript of The Big Picture - Planning and Measurement for Long-Term Marketing Success
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The Big Picture
Planning and Measurement over the Long Term
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Long Term
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Agenda
• Short-term vs. long-term marketing• Social media strategy for long term success• Tips for long term success
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Marketing Short Term
• Sales driven promotions– Coupons – Discounts
• Campaigns to increase subscribers
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Marketing Long Term
• Brand– Brand equity; value of brand assets– Brand awareness
• Customer attitudes• Industry relationships• Customer Experience – the Weight watchers 360 plan.
How will they know if this resonates?– Membership sign ups– Number of renewals– Number of success stories
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LONG TERM SUCCESSSocial Media Strategy
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Social Media Strategy for Long Term Success
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Weight Watchers MissionHelp people lose weight in a sustainable way by helping them adapt a healthier lifestyle and a healthier relationship with food and activity.
-CEO David Kirschhoff
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Business Goals
Through innovation, find new ways to help more members and subscribers. Recent examples of such innovation include:
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Look at department goals
• Sales and marketing – customer retention• HR – reduce recruiting costs• Customer service – reduce number of phone
calls • Research – gain customer feedback to
improve program
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Social Media Goals
• Sales and Marketing – motivate customers to stay on track and stick with the program
• HR – connect career opportunities to target employees online
• Customer Service – handle all feedback in a professional way and minimize negative feedback
• Research – learn what members like or don’t like about the program
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Social Media Tactics
• Sales and Marketing – create a promotion that celebrates customer successes
• HR – establish career section on FB and publish jobs on LinkedIn
• Customer Service – hire someone to monitor all platforms and respond in a timely way
• Research – execute a survey to gain customer feedback
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Measures of Success• Sales and marketing
– Number of new members– Positive mentions, shares and engagement growth– Retention
• Customer service– Number of calls to customer service – Number of complaints handled online– Results of a customer satisfaction survey compared to previous years
• HR – Leads acquired to number of hires– Reduction in employee acquisition costs
• Research– Number of surveys completed– Ideas shared for improvement
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Sales and Marketing
• Mission - Help people lose weight in a sustainable way• Goals – through innovation, help more members and
subscribers• Department goal – customer retention• Social media goal – motivate customers to stay on track• Social media tactic – create a promotion to celebrate
customer successes• Social Media Metric – Number of submissions, positive
mentions, shares and engagement growth
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Achieve Long Term Success
• What does your customer want?• Trial and error – be flexible!• Have a brand attitude • And…
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Think Big Picture
Analyze all of your strategies together and how results tie back to your mission, goals and overall business objectives.