CH 11 - Customer Relationship Management A Databased...

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Customer Relationship Management A Databased Approach V. Kumar Werner J. Reinartz Instructor’s Presentation Slides
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Chapter 11 Campaign Management
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Topics Discussed Campaign Management Process Campaign Planning and Development Campaign Execution Campaign Feedback
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Campaign A series of interconnected promotional efforts designed to achieve precise marketing goals Composed of one or more promotions, each of which is an initiative or a device designed to attract the customers’ interest Aimed at prospects or existing customers Usually undertaken within a defined timeframe
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Campaign Management Stages Planning: Strategic process by which decisions are taken Definition of the purposes and objectives of the campaign Development: Tactical process that takes care of creating the offer, choosing the creating support and design, choosing the media and selecting the customer names Execution: Operational process of running the campaign in the media chosen and controlling all related aspects Analysis:
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Campaign Management Process Setting objectives & Strategies Identifying customer segments Developing commu- nication strategy Developing the offer Campaign Budget Testing Implementation & Coordination Measuring campaign results Monitoring Response Analysis Profile Analysis Campaign Management Campaign Planning Campaign Execution Analysis & Control
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Campaign Planning and Development Setting objectives and strategies Categories: Market penetration (increase usage or market share) Market extension (find new user groups or enter new segments) Product development (new products or services) Diversification (find new markets and products, discover new strategies) Examination of different marketing strategies in place: Product strategy Pricing strategy Distribution strategy Promotion strategy
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Defining the Campaign Strategy Who to target? Retention strategy: focusing on existing customers Acquisition strategy : concentrating on getting new customers Mixed strategy between retention-acquisition: targeting existing and new customers at the same time Ideally the company should target its most profitable customers (often done through LTV and/or RFM analysis)
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Retention Strategy Develop loyalty from the existing customers, via a strong relationship or via superior quality or service Develop tailor made products for the needs of existing customer profiles Sell additional products to existing customers (cross-selling) Sell a superior product (with more features or additional services) to customers who already use similar products (up-selling) Merchandise different brands from different categories to the same customer (cross-merchandising)
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Customer Acquisition Strategy If company wants to sell the same product to new customers: target “prospects” based on the profile and behavior model of existing customers If company wants to offer different products to new customers: develop new markets
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CH 11 - Customer Relationship Management A Databased...

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