(download a pdf version)
First, the diagram shows different types of coloured box that have different labels:
Your objectives can be represented by the 3 areas of:
The goals of your promotions relate to total revenue per customer, average order value, profit per customer, frequency of sales per customer, and recency of the last sale per customer. (You may have spotted the traditional model of RFM.)
Each objective has a different focus for creating your offer, based on your value proposition and the market intelligence you must have for success.
This makes up the lower half of the diagram:
The Indicators (or Key Performance Indicators) will give you the reporting fire power to demonstrate your results, and to help guide your next campaign and tweak your entire marketing engine.
To achieve those goals and excellent performance metrics, we need strong propositions for each of our products that are as relevant as feasible for the audience we can promote to.
The sales funnel
prospects > lead > qualify > nurture > propose > close > service > repeat
The marketing function works on inquiry generation, lead qualification, and sales opportunity development… achieved through developing your Customer Centre (CC) with components such as:
1. Customer Contact Preferences
2. Grading Customers – identifying target segments
3. Creating a Customer Contact Plan – positioning, what criticial success factors need to be covered to capture your high worth target prospects?
4. Marketing and Sales Communication Plan – Message sequencing and inquiry capture devices to generate a new qualified prospect list (lead qualification) through your marketing communications
Successful implementation involves:
1. Involving the sales force – those on the front line probably know the prospect best
2. Determining objectives – cost per lead, quality vs quantitiy of leads, etc.
3. Developing the promotion strategy – read-map of steps required for accomplishing the objectives
4. Developing the creative strategy –
5. Developing the media strategy
6. Planning capacity and lead flow
7. Developing the follow-up strategy
8. Measuring results after the promotion has begun