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Customer Relationship Marketing

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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


1
Customer Relationship Marketing
CRM
  • Chris Frey
  • Director/Advertising Development
  • Gannett Co., Inc.

2
The CRM Strategy
  • Develop a new advertising selling channel to
    grow revenue beyond the time honored, dependency
    of
  • 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

3
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
    campaigns
  • Improve tracking of outbound efforts
  • Frugal technology approach for ROI

4
The CRM Tool
  • A computer application built for account
    executives
  • One database of customers and prospects
  • Customer contact management
  • Can target customer behavior and/or business
    characteristics
  • Sends hundreds of sales e-mail and fax messages
    at a time
  • Organizes sales follow-up

5
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
    month

6
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

7
Putting the CRM Puzzle Together
Case Study Sioux Falls Argus Leader
8
Putting the CRM Puzzle Together
Its not the technology Its the people,
organization and willingness to change and do
things differently
9
Making CRM Work
  • Advertising - Organization Changes
  • Sales team/compensation
  • Transient to ledger recruitment conversion
  • Expecting turnover
  • New types of hires
  • Sales management new training

10
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

11
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
    Manager)

12
Making CRM Work
  • Marketing Database Leadership
  • External data supply
  • Understanding the merging customer marketing
    data (DB)
  • Customer files lead to customer prospect
    marketing
  • Data consciousness raising
  • Task force and commitment across departments
  • Standard Bearer role
  • Training, FAQs, and enforcement

13
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

14
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19
Making CRM Work
  • Business Office Support
  • Customer database
  • Operational data integrity (getting the bills
    out)
  • to
  • Operational plus marketing data integrity
  • New data role w/ account setup
  • Account data cleanup role
  • Data gate-keeping
  • Transient to ledger recruitment conversion

20
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

21
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)

22
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

23
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

24
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
    stakeholders
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