Wednesday, August 11, 2010




By James F Neuromarketing Strategist Canada








ONE-to-ONE MARKETING:
 The new marketing with meaning

This article merely highlights nuances of the emerging one-to-one marketing. An in-depth proposal is reserved to prospects requesting full analysis of the subject.
Tomorrow’s marketing is mutating as we speak, from Mass marketing to individualized and meaningful relationships. One-to-one is a form of marketing that people choose to engage with. Marketing that improves people’s lives. Without trust, you don’t have much of a relationship with your customers.





RELATIONSHIP MARKETING
A policy and a set of tools for establishing individualized, interactive and profitable relationships with customers. To create and maintain positive attitudes in them towards business or brand sustainability.

C.R.M: CUSTOMER RELATION MANAGEMENT
An organizational approach that aims to better understand and better satisfy customers identified by their business potential and profitability through a plurality of contact channels, in the context of a relationship, to increase the number of business and profitability.



Difference between relational programs and sales promotions: The disciplinary roots of relationship marketing



- Mass Production
- Standard Products
- Mass / blanket target
- Customer conquest
- Client is anonymous
- Average clientele
- Mass Distribution
- Market portion
- Media advertising
- One way  messaging
- Standardized promotion

- Tailored to fit production
- Personalized offers
- measured/researched target
- clientele retention
- Client profiling
- Segment/one person
- Personalized distribution
- personal implication
- personalized messaging
- Interactive messaging
- Personalized stimuli

Forms of direct marketing by purpose: The aim is to provoke an immediate purchase (customer or a few sectors, ...)
Direct qualification marketing: The objective is to identify qualified prospects who will then be processed by other commercial means (expensive products such as automobiles, real estate etc.)
Direct Loyalty Marketing: The goal is to create and maintain relationships with customers and prospects during their life cycle

Effective customer relationships management is based on:


1- Information harvesting on each client from multiple sources;

  
 -Existing data;
    - Data collected from multiple sources (surveys, web, service, ...).

2- Sorting and classification of centralized information;

   
-Client value;
    - Rule of RFA (Recency, Frequency, Amount);
    - Needs (focal point);
    - Segmentation (Generations / ethnicity)
3- Intervention strategy

     -Behavior analysis;
    - Satisfaction survey: measuring of results;
    - Targeted campaigns based on results
4- Information provision (client data base)
5- customer learning/identifying  cycle: 
    Identification and classification of available data  (comprehensive)



CUSTOMER LOYALTY AND LOYALTY MANAGEMENT

    
Loyalty:
Characterizes a consumer's relationship to an object (brand, brand, etc..) and reflects both a repetitive behavior and a positive attitude towards the object in question. It is this emotional component (or attachment) that can distinguish the true fidelity of redemption by inertia

Loyalty management

A marketing strategy designed and implemented in order to enable consumers to guess and then remain faithful to the product, service, brand,. Loyalty should allow better control of the activity and, ultimately, greater profitability.

Loyalty management is a phenomenon:

Behavioral:   
inertia, laziness,  risk related fear and  conviction
Attachment: product related satisfaction,  Service related satisfaction and emotional value


Loyalty management importance
1-      Less expensive: it costs 5 times less to manage one happy customer than to acquire a new one
2-      Loyal customers are more profitable
3-      Loyal customers seek stability
4-      Loyal customers are the source of positive word of mouth
5-      Belonging to their circle of trust





I always welcome the LIGHT of UNITY: a potential partnership, collaboration  or teamwork..


“Two are better than one, because they have a good return for their work: If one falls down, his friend can help him up. But pity the man who falls and has no one to help him up! Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken.”
            – King Solomon


Thanks for your attention