WHO IS

MY

CUSTOMER?

SE

ED

SP

OT

OC

TO

BE

R 2

9, 2

01

2

ASSUMPTIONS

• Business is transactional• There is no business until something

is sold• Your buyer is your customer• Marketing is used to find your

customers

MARKETING TODAY

Building relationships

Listening to the buyer

Joining the conversation

Influencing decisions

Managing your reputation

Being in the game

TO EFFECTIVELY MARKET YOU NEED TO KNOW WHO IS YOUR CUSTOMER

TYPE OF CUSTOMER – NATURE OF SELLING

B2C B2B

MAP TO YOUR CUSTOMER

Influencers

Channels to Customer

Direct Customer

CHARACTERISTICS OF YOUR CUSTOMER

Demographics

Psychographics

Associations Influencers

DEFINING CHARACTERISTICS

DEMOGRAPHICS Demographic segmentation

consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality.

Most available information about your potential customer is demographic.

PSYCHOGRAPHICS The science of using psychology

and demographics to better understand consumers.

Psychographic segmentation: consumer are divided according to their lifestyle, personality, values and social class.

ASSOCIATIONS An organization of people with a

common purpose and having formal structure.

INFLUENCERS The capacity or power of persons or

things to be a compelling force or produce effects on the actions, behaviors, opinions of others.

DEFINE YOUR CUSTOMER - EXERCISE #1Demographics Psychographic

s(Behavior / Socio)

Associations Influencers

B2C• Age• Gender• Race / Ethnicity• Geography• Education• Occupation• Employment

Status• Religion• Household

Income• Family Size• Marital StatusB2B• Industry • Public / Private /

Gov’t • Revenues • Employees• Title

• Personality• Values• Attitudes• Interests• Lifestyles• Needs• Activities• Social Profile• Passions

• Professional• Personal• Social Graph• Groups• Affiliations• Community

• Final Decision Maker

• Inner Circle• Owns Your

Customer Relationship

• Media / Marketing

• Social Contacts• “Like” Brands• Competitors

YOUR CUSTOMER DEFINITION (EXAMPLE)

1. Business

2. Decision Maker – Technology / Ops

3. Competitive

4. Smart

5. Highly complex

6. Lots and lots of data - disparate

7. Technically adept

8. Lack of information on what data tells them

9. Unable to manage costs or data / lack of control

10. Desire to be heroic, make a footprint, have a legacy

CUSTOMER MARKETING LIFECYCLE

•Negotiate•Close

•Buy•Implement•Service•Create Loyalty•Retain

•Qualify•Communicate

•Share

•Identify Target•Identify Need

REACH ENGAGE

INFLUENCENURTURE

REACHING YOUR TARGETS

LISTS AND LEADS

• Direct Marketing

• Advertising

• Sales: Telesales, Direct Sales

PARTNERS AND CHANNELS

• Distributors

• Buying Groups

POS:

• Retail

• Onsite

ONLINE

• Website

• Advertising

• Social Media

ASSOCIATIONS

• Networking

• Events

• Groups

INFLUENCERS

FINDING YOUR CUSTOMERS – EXERCISE #2LISTS AND LEADS PARTNERS AND CHANNELS

ONLINE ASSOCIATIONS

ENGAGING YOUR CUSTOMERS

START THE CONVERSATION…

• What is the need?

• Is it a problem or opportunity to change /improve?

• What is the cause of the problem or creating the opportunity?

• How long has it been a problem or desire?

• How much is it costing to go without?

• What are you doing about it?

• Is there urgency to buy now?

THREE DISTINCT TARGET GROUPS – EXERCISE #3

TARGET NEED COST RELIEF

RELATING TO CUSTOMERS - DRIVERS

Need

Feature

Benefit

INFLUENCERS

http://www.influencersfilm.com/#/Film

INFLUENCERS – EXERCISE #4Key Influencers Passions Where Are They? How They Influence

Your Buyers

       

       

       

       

       

       

NURTURING YOUR CUSTOMER

Buy Follow Conversation Raving Fan

LOYALTY LADDER: CREATING RAVING FANS

Objective: Move customers up the loyalty ladder to create Raving Fans

Wants to growrelationship

Endorses product

Resists competitors’

blandishments

Willing to pay premiums

Seeks to collaborate

on new productdevelopment

May investIn you

Commodity buyers

Most Valuable Customers

LEADS AND BUYERS ARE AN ASSET

Customer Relationship Management 

COST TO ACQUIRE A CUSTOMER

• Know What You are Willing to Spend

• Set a Budget

• Define Your Marketing Mix

• Measure Results of Acquisition

• Measure Customer Profitability

• Use Customer Intelligence - DATA

• Focus on Profitable Customer Relationships

START MARKETING NOW…

1. Build relationships

2. Listen to the buyer

3. Join the conversation

4. Influence decisions

5. Manage your reputation

6. Be in the game

WHERE TO MARKET – EXERCISE #5

Build Listen Join Influence Manage Be in the game

            

           

           

           

Q & A

JAMIE

GLA

SS

ARTFU

LTHIN

KERS.COM

J AM

I E@

AR

TF U

LTH

I NK

ER

S. C

OM