High performing relationship marketing programs driven by experience.
The Concinnty team delivers cutting edge
strategy and planning. Our clients’ goals
become our goals. We implement quickly
and cost effectively.
Target the RIGHT prospects by using data and predictive analysis to find customers that are similar to your most loyal and profitable customers.
Onboard new customers effectively to build trust, engagement and loyalty during the honeymoon period.
Increase customer’s lifetime value by introducing new products and services that are relevant to each individual customer.
Super Bowl commercials were once tightly held secrets, locked away in a secure location until they were aired. Until recently it was easier to steal the coach’s game-plan than it was to catch a clip of the commercials before they aired during the Super Bowl. Now companies want to create buzz about their commercials by posting teasers or asking fans to vote for a spot. With Super Bowl ads costing up to $3.5 million per 30 seconds (prices vary based on when the ad runs), companies are looking for additional ways to create value from their advertising spend. Most marketers however, don’t have $3.5 million to spend on a Super Bowl commercial. Instead, a lot of companies use event marketing to showcase their brand to the masses. From a marketing standpoint, isn’t that what the Super Bowl is— just a really, really, expensive version of event marketing? Think about it:
Measuring ROI for Relationship Marketing With more focus than ever on budgets and program expenditures, it is crucial that marketers show a positive return on investment for their efforts. Unfortunately, many of the traditional marketing success measures typically used by marketers are not relevant to the corporate finance people down the hall. To sell relationship marketing internally, marketers must be able to convey to management how their relationship marketing strategy is going to help the company. The key to achieving this is in the way you measure, and more importantly, how you present that data to senior management. The Pitch to Management for Relationship Marketing “We have a 3-year plan for Relationship Marketing. We want to spend 20 million dollars, and we’re going to send X pieces of mail and get Y hits on our website.” “How does that help the company?” Well, how does that help the company? More importantly, how do we communicate to management how it helps the company? Measuring Along the Loyalty Continuum The goal of relationship marketing is to move customers along the Loyalty Continuum towards advocacy for our brands. As we execute our campaigns, our competitors are doing the same, working to pull these customers back towards advocacy for their brands. How do we know when we are winning? How do we know when we are losing? How do know our efforts provide value to our brand and company? To answer these questions, we must measure the effectiveness and efficiency of the programs targeted to customers along the continuum. As we work to measure the effectiveness of our Relationship Marketing campaigns, we are primarily interested in people. Do people recognize our brands? Are they willing to try our brands? Can we incent people to use our brands more than our competitors? For relationship marketing campaigns, the 2 key ingredients in measuring effectiveness of our campaigns are custom research and a comprehensive customer database system. Custom research allows us to benchmark customer attitudes, usage patterns and acceptance rates of our programs. This research will provide the basis for customer segmentation strategy and will help shape the specifics of our campaigns. A comprehensive customer database solution enables us to track customer positions along the loyalty continuum on an individual basis. The database is updated constantly, and customers are moved seamlessly from one campaign (such as awareness & trial) to another (such as conversion) as updated information dictates. At each step along the continuum, the combination of research/survey methods and data captured on your customer database will lead to a clear understanding of how your relationship marketing programs are performing:
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