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Building a Loyal Customer Base

Building a Loyal Customer Base. January 24, 2012. A special thank you to:. Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

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Building a Loyal Customer Base

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  1. Building a Loyal Customer Base January 24, 2012 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #PIGWebinar

  2. Today’s Speakers Mark Pageau Director of Sales Darwill Walter M. Kohn Owner Spectra Integration Moderator Barbara Pellow Group Director InfoTrends #PIGWebinar

  3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below • Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speakers? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown Don’t forget to “share” this Webinar! #PIGWebinar

  4. Topics • Building Loyal Customers Takes Expertise Barb Pellow • Building a Loyal Dealer Base Walter Kohn • Driving Loyal Members and Donations Mark Pageau • Recommendations and Conclusions • Questions #PIGWebinar

  5. If You’re Looking for Loyalty, Get a Dog! #PIGWebinar

  6. Or Better Yet… Get a Partner with Loyalty Programs Expertise! • If you know your product, you are a human CATALOG • If you know your services, you are a TECHNICIAN • If you can match your products and services to the customer's needs, you are a SALESPERSON • If you know a customer's problems and business, you are a CONSULTANT • If you know a customer's industry, market challenges, and competitors, you are an EXPERT #PIGWebinar

  7. Loyalty Programs • Clear benefits • Achievable rewards • Consistency • Sustainability • A feeling of appreciation • Engaging • Personalized and ongoing print and electronic communications • Rewarding referrals #PIGWebinar

  8. How Vendor Incentive Programs Work #PIGWebinar

  9. Membership Retention and Loyalty #PIGWebinar

  10. A Movement toward More Targeted Campaigns… but Personalization Isn’t Enough! What percentage of your marketing campaigns fit into the following categories? N = 466 Marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010 #PIGWebinar

  11. Average Number of Media Types Used in a Direct Marketing Campaign How many different types of media does your company use for a typical direct marketing campaign? Mean = 3 N = 518 Marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010 #PIGWebinar

  12. Top Challenges for Executing Cross-Media Marketing Campaigns What are your company’s top THREE challenges associated with executing marketing campaigns across multiple media types? Multiple Responses Permitted N = 518 Marketers Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010 #PIGWebinar

  13. Looking for Experts… #PIGWebinar

  14. A Journey… An Evolution… Expertise A journey of a thousand miles starts with a single step. • Confucius #PIGWebinar

  15. Walter Kohn Director of Sales

  16. A Natural Evolution • Short run offset and digital • Web portals for online print ordering • Variable data • Print management

  17. Mailing and Fulfillment • USPS Certified Mail House • Pick and Pack • Kitting • Portals • Warehousing • Smart Fulfillment

  18. Expanded Marketing Skills • Branding • 1:1 Marketing • Creative • Direct Mail • E-Marketing • PURL Technology • Website Development • SEO • Cross-Media

  19. …And Ultimately Loyalty and Incentive Programs • Creation of recognition programs for sales motivation • Point-based incentives • Partners that work with us to manage a catalog of more than 15 million products online as well as hand coordination and fulfillment of incentives • Customized 1:1 printing and marketing for ongoing engagement • Leverage partners where appropriate to fulfill our mantra of Outsource to the OneSource

  20. An Array of Customers… From Print Management to ROI-Driven Direct Marketing Programs to Incentives AgFirst Farm Credit Bank

  21. Investments and Partnerships to Outsource to the OneSource Mail Automation With CASS Certification Database Services Digital Color Printing Online Portal Technology supporting Fulfillment Services Digital Black & White Printing • Cross Media • Marketing Strategy & Implementation • PURL, E-Mail, and Social Media • Video creation and production • Branding of Promotional items and apparel • Large Format Banners, Trade show displays Binding for On-Demand Book Publishing

  22. Mark Pageau, Director of Sales

  23. About Us • Formed in 1951 • Third-generation family-held company • Continued reinvestment in the latest technologies • 60,000 square foot state-of-the-art facility is centrally located in suburban Chicago and optimized for distribution

  24. Investing in Digital • Two alternatives for digital: • Production of short run work OR • Creation of productive 1:1 marketing and direct mail • Built expertise in cross-media communications (the road less traveled)

  25. What Darwill Does: Expertise • Database services • Marketing and analytics • Data processing • Strategy • Cross-media – pURLS, microsite development, e-mail, and mobile • Printing – Static and variable, digital and offset • Fulfillment

  26. Who We Do It For: A Focused Approach • Non-profits and associations • Consulting firms • Higher education • Advertising and marketing

  27. How We Do It

  28. Associations and Non-Profits: Memberships and Loyalty Count! • Retention is critical • Minimize the churn • “Bird in the hand” • Recruitment is important • Limited staffing for marketing initiatives • One-stop shopping

  29. A Case in Point: The Art Institute of Chicago was Seeking an Expert • Needed to: • Upgrade the quality and impact of membership materials • Improve the efficiencies of the current fulfillment process • Identify a partner who could quickly and reliably deliver outsourcing

  30. Expert Ideas Count! • Ideas • Simplify and create a more streamlined fulfillment process • Ensure quality/accuracy by having an employee double-check packets at the end of the process • Explore ways to save money with postage by leveraging cross-media tools

  31. Results Matter! • Results • AIC saved thousands on postage • Time spent by staff on non-core duties was reduced • Let the staff focus on strategies for growth and expansion • Improved efficiencies

  32. …But There’s Nothing More Important than a Satisfied Customer!

  33. Recommendations for Success in Non-Profit Loyalty Programs • Significant market opportunity for loyalty programs across all marketing segments • Non-profits are light on staff and are looking for “full service” partners • Most non-profits have no marketing department, so they are seeking a coach (expert) to help them deliver effective campaigns • They want a partner who understands their business processes • Building expertise in specific vertical segments along with the right technologies is key to differentiating your business #PIGWebinar

  34. In Conclusion… #PIGWebinar

  35. Loyalty Programs = Opportunity for Print and Value-Added Services Comprehensive Market Approach #PIGWebinar

  36. Success Means: • A targeted market • An expert understanding of the customer’s business issues • A cross-media approach to engage your customer’s clients, including print, mobile, social, and online • A cross-media approach to drive interaction via the Web and via electronic communications to save money and accelerate response times • ROI for you and your customers through loyalty programs #PIGWebinar

  37. “Do what you do so well that people will want
to see it again and bring their friends!” —WALT DISNEY #PIGWebinar

  38. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #PIGWebinar

  39. Thank You Thank you for taking the time to attend our Webinar today! For additional information about our Webinar series, check out the following Website: www.piworld.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #PIGWebinar

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