Super Users & Customer Lifetime Value

$uper User?Its role in integrated marketing

Customer Lifetime Value

Have you spent time with your

1

Some are

Do you intimately know

who Your Consumer is?

Do you know what your

$uper User is worth?

worth morethan others .

What is a customer worth over their lifetime?

2

Do you know what your

$uper User is worth?

What is a $uper User worthover their lifetime?

Enters Category

Average

CLV

Value range of your

$uper User

Lifetime $ Revenue

Leaves Category

Stays In Category

3

can help.

Understanding

Customer Lifetime Value

$uper Users

Creating vision and strategic direction

requires intimate understanding of the consumer.

is a key component in developing strategy.

4

Strategy & Branding is NOTabout selling a jar of

peanut butter.(crunchy or smooth)

$3

A jar a week

for 15 years$900

$4000A jar a month

for 15 years

Brand Loyalist

Purchase

$uper User

5

Customer Lifetime Value (CLV)

Is a measure of the success of 1. Brand loyalty

2. Value proposition of the product portfolio

3. Integrated marketing campaign

6

The average dollar value of revenue for a consumer over their lifetime

It should grow.

Why measure CLV?

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1. Helps drive strategy development

2. Gives basis for

3. Creates a framework to understand the

value of your $uper User

Growth Strategy Questions

1. Market to current customers?

2. Market to your $uper Users?

3. Convert new customers to the category?Typically more expensive to reach and convert

4. Enter new categories and channels?

More opportunity for current customers and $uper Users to buy

Gives new consumers in adjacent categories opportunity to buy the franchise

5. A mix of the above?

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Predisposition for the categoryLess expensive to reach and convert

The Rest of the Equation:

Use CLV along with the Cost and ROI of:

Maximizing sales to current customers and $uper Users

Acquisition of new customers

Entering new categories (manufacture, source, business acquisition, license)

Entering new channels

The results of the analysis are used to build the business case,

guide strategy and allocate resources.

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How do you measure CLVand find $uper Users?

1.CRM data

2.Market Research

3.Syndicated Data10

NeilsonIRI etc.

Competitor’s customers in the categoryCustomer’s outside the category

Your current customers in the category

Driving Growth in CLV

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Identify the target consumer

Current Customer

$uper User

New Customer

Create Awareness and Trial

12

Make entry and trial easy

Right opening price point

Promotions to drive entry

FREESAMPLE

INCULDED

Build Relevance and Relationship

Through:

Marketing programs

Promotions

Merchandising

PackagingSocial Media

PR13

Deliver on the Brand Promise to drive loyalty

Moments of Truth

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When the shopper chooses When the user uses

2

Adjacent Categories& Markets

Consumers and $uper Users more opportunity to buy

New consumers in adjacent categories

opportunity to buy into the franchise

15

Loyalty and Relevance gives the Brand

the right to play in adjacent categories giving.

1.

2.

Core Categories

Served & Unserved

Markets

Grow CLV1. Insights from CLV and $uper User research

2. Develop Promotion and Marketing Strategy

Drive trial and entry into category

Drive multiple purchases

Drive trade up

Drive new category and channel entry

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How $uper Users Drive CLV Growth

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Intimately understanding the $uper User

They buy at a higher rate and bring the average CLV up

results in valuable insights for:

Understanding User NeedsNew Product DevelopmentMarketing Campaigns to Drive ConversionCustomer Service Requirements New Category and Channel Development.

1.

2.

CLV is a path to

$uper Users

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$uper Usersare key to CLVgrowth

Intimate Understanding

$uper UserSpend time with your

before your competition does.

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INSIGHTOVATIONTM

[ A product marketing transformation company ]

200 E BROOK RD

PITTSFORD, NY 14534

(585)820-7761INSIGHTOVATION@gmail.com