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Customer Relationship Marketing


Develop a new advertising selling channel to grow revenue beyond the time ... Select 100 or more accounts each week: lapsed, non-advertisers, or scheduled contacts ... – PowerPoint PPT presentation

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Title: Customer Relationship Marketing

Customer Relationship Marketing
  • Chris Frey
  • Director/Advertising Development
  • Gannett Co., Inc.

The CRM Strategy
  • Develop a new advertising selling channel to
    grow revenue beyond the time honored, dependency
  • Physical sales calls
  • Inbound calls to us
  • Historically limited outbound telephone sales
  • The selling magician hadnt kept up w/
    technology and needed a new trick

The CRM Strategy
  • The goals
  • Manage larger numbers of accounts and send
    hundreds of emails and faxes
  • Move parts of inbound to outbound
  • Empower sales reps self serve their own sales
  • Improve tracking of outbound efforts
  • Frugal technology approach for ROI

The CRM Tool
  • A computer application built for account
  • One database of customers and prospects
  • Customer contact management
  • Can target customer behavior and/or business
  • Sends hundreds of sales e-mail and fax messages
    at a time
  • Organizes sales follow-up

CRM Sales Process
  • Telephone sales on steroids
  • Send plus Phone
  • Select 100 or more accounts each week lapsed,
    non-advertisers, or scheduled contacts
  • Select sales message to e-mail or fax
  • Follow-up with sales calls Mon Wed
  • Recruitment goal touch every customer over a

Recruitment Focus First
  • Reasons
  • New competition huge wake-up call, most
    vulnerable business segment, least degree of
    customer relationship
  • Largest potential customer base of any
    advertising category
  • Lower share in some types of businesses
  • Fit models of business-to-business selling
  • CRM expands a finite sales resource
  • Moving on to real estate, then retail

Putting the CRM Puzzle Together
Case Study Sioux Falls Argus Leader
Putting the CRM Puzzle Together
Its not the technology Its the people,
organization and willingness to change and do
things differently
Making CRM Work
  • Advertising - Organization Changes
  • Sales team/compensation
  • Transient to ledger recruitment conversion
  • Expecting turnover
  • New types of hires
  • Sales management new training

Making CRM Work
  • Advertising - New Selling Tasks
  • Disciplined contact gathering
  • Outbound calling
  • New for an inbound recruitment staff
  • Telephone selling Real Estate agents
  • Telephone relationships
  • Selling voicemails
  • Soliciting return calls

Making CRM Work
  • Advertising - Memorable Quotes
  • I cant stand this, I want out of whole
  • program! (Employment Sales Representative)
  • You gotta be kidding me, how many extra
    accounts are we going to have? (Employment
    Sales Representative)
  • Oh my God, they still dont get it! Will they
    ever get it?? (Marketing Analyst)
  • Im going to kill them! (Classified Advertising

Making CRM Work
  • Marketing Database Leadership
  • External data supply
  • Understanding the merging customer marketing
    data (DB)
  • Customer files lead to customer prospect
  • Data consciousness raising
  • Task force and commitment across departments
  • Standard Bearer role
  • Training, FAQs, and enforcement

Making CRM Work
  • Marketing - Communication Support
  • New B to B selling materials
  • Direct response orientation
  • Simple messages
  • Customer benefit (not our product) headlines
  • Calls to action
  • Scriptability
  • New graphics software/training
  • Greater calendar planning discipline

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Making CRM Work
  • Business Office Support
  • Customer database
  • Operational data integrity (getting the bills
  • to
  • Operational plus marketing data integrity
  • New data role w/ account setup
  • Account data cleanup role
  • Data gate-keeping
  • Transient to ledger recruitment conversion

Making CRM Work
  • IT Department Support
  • Business system database leadership and
    reporting on data conditions/integrity
  • Keeping things running
  • Network conditions/upgrades
  • Application database administration
  • User installs and training
  • Troubleshooting email/faxing channels

Results Sioux Falls
  • What are people saying
  • CRM helps me make over 400 contacts a month. It
    would require a lot more work to do what we do
    without it. (Employment Sales Specialist)
  • It allowed me to reach new customers and bring
    in new revenue I never thought was there before.
  • (Employment Sales Specialist)
  • CRM is an important tool to help my employment
    team reach new customers and generate additional
    revenue. Weve taken a whole new approach with
    the employment segment and made it fun for all
    involved by offering new promotions on a regular
    basis. I cant imagine not utilizing CRM to
    target new business in all segment advertising.
    Bring on Real Estate!
  • (Classified Advertising Manager)

Results Sioux Falls
  • Before After
  • 300 Accounts Transient 2,774
    Customers in CRM
  • Average account list 100
    Average account list 500
  • (Per Employment Specialist)
    (Per Employment Specialist)
  • Average outbound calls1,600
    Average outbound calls 2,705
  • (Per team, per month)
    (Per team, per month)
  • Limited non-customer prospecting
    Goaled on non-customer contacts
  • One ongoing promotional offer
    Fresh monthly offers
  • Two competing publications
    One competing publication

Results Gannett
  • Installed in 15 markets and growing
  • Significant, incremental monthly revenue reported
  • The application technology investment is
    recovered every month
  • 40,000 customer contacts developed over 60,000
    CRM advertiser accounts
  • 25,000 monthly email/fax sales messages sent
    followed by 30,000 phone calls

Final Thoughts
  • Implementing technology like this
  • Not for the faint hearted
  • What are all the departments needed and affected?
  • What work processes everywhere will be affected?
  • What jobs will be created, changed and even
    possibly eliminated?
  • Communicate a vision to create community of
    stakeholders across the departments
  • Cross train/expose the technology to all the