Let’s refresh ourselves of our aims and goals of

doing this work

Our AimBy December 2015 we will have a tool kit that will provide the

basis of a marketing plan – a route map by which you can bring your product / service directly to market.

Our Goal

For 2016 it is to lower the cost of getting customers by 50% and

increase the rate of keeping them by 50%

Review on what’s we have discussed so far?

The Marketing Audit – what we are doing or planning to do

Setting out some goals based around numbers

Break-evens and how they can be used to drive your marketing

The difference between activity and strategy

This Months BIG sessionPlacing the customer at the

forefront of what we doThe aims

• Understand who our customers are• Step into the customer Journey

• Auditing our customers • Shopper Anonymous – Experiences of

buying

Customers matter – without them we don’t have a business

• The ‘market exchange’ can only take place once the conditions of both the seller and buyer are met • Buyers are rarely clear about what criteria have been met that prompted

the exchange• Satisfied buyers are not the objective –

loyal buyers aretherefore “DO YOU KNOW YOUR BUYER?”

• What kinds of information would you gather on your customers and how would you use it?

Write down 5 bits on information of the sheet provided and the way you would use them

Knowing our customers

Customer ImmersionWhy?

It creates insightIt can prompt engagementIt creates focus It can deliver new ideas and service / product development

Caveats• It is not an exact science

• It needs to be integrated with other research activity

• It can be expensive• It can be time consuming

Boston Matrix – an introductionUsed principally as a product differentiation tool – businesses would assign the following categories to a service or product:

Stars - have a high market share in a fast growing market.Cash Cows - have a high market share in a slow growing market.Problem children – products that have a low market share in fast growing markets.Dogs- products with a low market share in slow growing markets.

Convert this thinking to customers

Stars – Customers who are loyal and first adopters to any new development that you doCash Cows – customers who are loyal and repeat but do not vary their choices. Would not take well to changeProblem Childs – clients who buy but need constant attention – takers and therefore have a higher cost of serviceDogs – customers who constantly change their minds. Who absorb resources and have a lower average value but who demand your attention

I would like to hand over to Paul.