Download Marketing

Marketing
Terry James
©
2007
Mystery of the lost client?
• Name the guilty person or
process?
• Recommend action
• Identify the culprits or villains
Terry James © 2007
All rights reserved
Clue #1
• The client arrives at a big retail
store, browses, and then leaves
without buying ANYTHING!!!!!
• How was this crime permitted,
what can be done?
• Save us!! Help!!
Terry James © 2007
All rights reserved
Clue #2
• Later that day, the client
returned, but paid cash. Again,
who IS this mystery client?
• How can we reach the mystery
client?
• How can we sell more to our
mystery client?
Terry James © 2007
All rights reserved
Know your clients (KYC)
-Who are important clients
-Why did they leave?
-Why browse but not buy?
-Questions, questions,…
Terry James © 2007
All rights reserved
Mass Marketing
-TV, radio, newspaper, flyers
Marketing Mix
-Product
-Price
-Placement
-Promotion
Brand
Employee
-incentives
-briefings/training
Layout
Placement
-Vegas mirrors
-discount aisles
-bathrooms at the end
-loss leaders
-aroma marketing
-shelf replacement timing
-music by department
Target marketing
Incentives
Loyalty card
-name, history, tracking
-discount or grace
period
-communications channel
-mega prize
Checkout scans
-blogs, Internet, podcasts,
Gift card
Behavior marketing
-name, e-mail, survey
-video image analysis
-why did you leave without buying?
-video adverts/training
-top up credits, give to children,
-patterns
Specialized Treatment
-Dad’s sports bar
-Mom’s daycare
First Class
-VIP lounge
-free drinks
-reserved parking
-client photos
Expanding relationships
Personalized
Event marketing
-favorites, colors, styles
--personal logos
-Wish-list marketing
-personalized products
-Registry
-house-holding
Emotional
--pet or baby pictures loyalty card
-community markets