Ken Robbins, President Response Mine Interactive Atlanta, GA 4. 18. 11
On average, the lifespan of a Fortune 500 company is ~40 years.
Real Meetings. Actual Decisions.
Volume vs. Profits Public medical products company $400 cost-per-new-patient. Break even = $600. 30% of customers come in at ~$700 ea.
Wireless Disconnect 10, 000 legacy rate plans New plans at least 20% cheaper Don’t ask, don’t tell renewing customers because “we need the profits. ”
“Gross” Margin Retailer 30, 000 SKUs margins ranging 28% to 70%. revenue based decisions Fan maker #1 Fan maker #2 $250 $75 30% $120 50%
Checked Out Hotelier = lowest room rates + 20% fee Digital Marketing = highest room rates 14% cost Decision- Pause digital.
Form over Substance Goal: Increase form leads b/c “calls are customer service” Audit revealed 60% of calls are new sales at half the cost to acquire. Decision: “more forms please”
Other Budget Mistake In May, lawn care company’s internet marketing budget ran out. TV, Billboards, direct mail keep runningat higher costs/new customer Internet = lower cost-per-customer.
50% % of Americans with Smartphones
5% # of retailers with m. Commerce specific sites
mistakes policies & strategies
ignore loyal customers ignore better margins advertising that ignores profits & new customers practices that piss off the consumer
basic strategy
Rep Seg men Scor t e Rew bles t/a or All owa Tes Meas t ure alyze n ard basic strategy ues al Life e. V tim Efficiently acquire high value customers. Comm u nicat e M CR ase se purch aba Dat Repeat Re nize cog Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive,
efficient marketing?
Some ads produce sales Some don’t
measure everything
scale and breadth of awareness
efficiency of response lower cost per: inquiry sale lead customer
7. 8% 10. 2%
34 PPC tactics leah. peterson@responsemine. com
high value customer?
buy more less complaints & discounts refer friends & colleagues buy again
From Angel Customers & Demon Customers- Larry Seldon
5 questions
#1 how many new customers did we acquire last month?
#2 how do we irritate our customers?
“simple” IVR Proprietary & Confidential. All Rights Reserved. 2011 Response Mine Interactive,
“hi. how may I help you? ”
#3 what’s the difference between average customer & best customers?
#4 what are our conversion rates?
#5 what do our best customers like to buy from us?
Efficiently acquire high value customers.
Acquire More Customers TM Thank You. @kenrobbins 404. 233. 0332 ken. robbins@responsemine. com
Скачать презентацию Ken Robbins President Response Mine Interactive Atlanta GA
448ab74e0f4f16e375918c2036691943.ppt