Customer Relationship Marketing

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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

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Putting the CRM Puzzle Together
Case Study Sioux Falls Argus Leader
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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

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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)

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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

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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

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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