S Know Your Best Customer Bonnie Harris Wax Marketing, Inc.
Jun 25, 2015
Know Your Best Customer
Bonnie Harris Wax Marketing, Inc.
Bonnie Harris
Founded Wax in 2002
Provide IMC for medium size companies
Professor, WVU Reed College of Media
WaxMarketing.com
Agenda
Why the customer matters
Customer definition
Customer behavior
KPI’s
Tools for learning
Using the information
Why it matters more today
Audience
Messaging Channels
Competition
Technology
Owned Media
Who is your best customer?
80/20 rule
Personas
Influencers
Audience Definition
Demographics Psychographics Content
acquisition behavior
Buying behavior
Other segmentation strategies Geodemographic Ethnic Relationship Adopter
Understanding behavior
Problem or opportunity
Information search
Choice evaluation
Buying behavior & action
Decision and repeat buy
Know Your KPI’s
Highest total buys
Longest relationship
Highest rate of repeat buy
Highest rate of repeat buy in last 6 or 12 months
Response to traditional marketing
Response to WOM
Purchases of top $$ products or services
Who do I love doing business with and why??
Great but how do I figure this out?
A lot of it’s already in here.
How did you hear about us?
Tools for learning about customers
Cultivate your email list
Send surveys
Create rewards programs
Google Analytics
Alexa
Track owned media
Use landing pages
Host events
Incentivize influencers
Meet face to face
Ask questions
Find the common factors
Advertising is cheaper.
Public relations is easier.
Email and direct marketing has higher ROI.
Content marketing and social media are focused.
You make more money.
S
Once you know them you can find more of them
S
And you’ll know how to talk to them too.
Channels
Messaging
Influencing behavior
Driving traffic
Creating conversions
Thank You! B
on
nie
Harris
61
2-8
01
-09
12
waxm
arke
ting
@g
mail.co
mB
log
.waxm
arke
tin
g.co
mLin
ked
in.co
m/
in/
waxm
arke
ting
Face
book.co
m/
waxm
arke
ting
@w
axg
irl33
3
pra
ctice