Do You Know Your On Do You Know Your On Line CustomersLine Customers

Presented By Patrick BrucePresented By Patrick Bruce

What I learned from What I learned from Corporate AmericaCorporate America

Lessons learned. . .Lessons learned. . .

McDonald’s – “McDonald’s – “People make decisions People make decisions with their sub-conscious mind, not their with their sub-conscious mind, not their conscious mind. . .”conscious mind. . .”

Disney – “Behavior is Disney – “Behavior is predictable. . .”predictable. . .”

General Mills Restaurant Group General Mills Restaurant Group (Red Lobster) – “Prospect profiling is (Red Lobster) – “Prospect profiling is extremely reliable. . .”extremely reliable. . .”

General Mills taught me to General Mills taught me to focus on focus on

Investors – Portfolios / BrokersInvestors – Portfolios / BrokersWall Street – Publicity StuntsWall Street – Publicity StuntsDividends - InvestorsDividends - InvestorsAverage Transaction – Sale Average Transaction – Sale

IncreaseIncreasePersonal Profiling – Selling the Personal Profiling – Selling the

right product to the right personright product to the right person

McDonald’s taught me to focus McDonald’s taught me to focus on on

• Fixed Vs Controllable CostFixed Vs Controllable Cost• Value of Monthly MeetingsValue of Monthly Meetings• Importance of Agenda At Monthly Importance of Agenda At Monthly

MeetingsMeetings• Diversification in OfferingsDiversification in Offerings

Disney taught me Disney taught me

The Value of PublicityThe Value of PublicityThe Importance to Entertain while The Importance to Entertain while

EducatingEducatingUsing Cooperative Marketing Using Cooperative Marketing

ProgramsProgramsThe Impact of Synegistic The Impact of Synegistic

MarketingMarketing

Personal Profiling & Internet Personal Profiling & Internet Marketing Marketing

What is it?What is it? How can you use it in Marketing your How can you use it in Marketing your

Product or serviceProduct or service What is the benefit to using it?What is the benefit to using it? How can you measure the benefit?How can you measure the benefit? Who is most qualified to use it?Who is most qualified to use it? What is the best application to use it?What is the best application to use it? What technology do you need to use it?What technology do you need to use it?

AssumptionsAssumptions

People Make Decision with their People Make Decision with their SubconsciousSubconscious

Behavior is PredictableBehavior is PredictableWhen People Search On line they When People Search On line they

are using their subconscious mindare using their subconscious mind

N a v i g a t i o nN a v i g a t i o nFOUR Choices ONLY!FOUR Choices ONLY!

Dominating Interacting Stable Compliant

Understanding Our VisitorsUnderstanding Our Visitors

By profiling groups of visitors who By profiling groups of visitors who share a common personality, we share a common personality, we want to track the behaviors of one want to track the behaviors of one group of visitors compared to the group of visitors compared to the behavior of another group of behavior of another group of visitors, and compared that to the visitors, and compared that to the behavior of visitors that purchase a behavior of visitors that purchase a your productyour product

D I S C

D-Letter 1 I -Letter 1 S -Letter 1 C -Letter 1

D-Email I –Email S -Email C -Email

Prices Testimonials Family Charts / Graphs

Status Memories Value Illustrations

Direct Survey Stories Photos

D I S C

D-Letter 1

I -Letter 1

S -Letter 1

C -Letter 1

Request More InformationRequest More Information

When Clients Opt in for more When Clients Opt in for more information depending on their information depending on their profile we want to send them profile we want to send them specific lettersspecific letters

Page GoalPage Goal

Specific Goal for specific pages Specific Goal for specific pages

Inventory Review / CatalogsInventory Review / Catalogs

Newsletter Signup PageNewsletter Signup Page

Email AlertsEmail Alerts

Request For More InformationRequest For More Information

Inventory ControlInventory Control

Products RequestedProducts RequestedDemographic InformationDemographic InformationGeographic InformationGeographic InformationPurchasing HabitsPurchasing Habits

Compare Search EnginesCompare Search Engines

Visitors from different search Visitors from different search engines can exhibit significantly engines can exhibit significantly different behavior patternsdifferent behavior patterns

Navigation TrackingNavigation Tracking

Entrance PageEntrance PageExit PageExit PagePatternsPatternsExit Rate – where did they go nextExit Rate – where did they go nextConversion;Conversion;

RFPRFPNewsletterNewsletterAlertsAlerts

Referrals Referrals

How many visitors searched to find How many visitors searched to find your web site, and your web site, and

How many were led there by non-How many were led there by non-search mechanisms (like a link on search mechanisms (like a link on another web site?) another web site?)

Impact search engine referrals by Impact search engine referrals by looking at the behavior of looking at the behavior of search-search-referred visitorsreferred visitors versus those versus those visitors who arrived by other visitors who arrived by other means.means.

Compare (free) search vs. Compare (free) search vs. PPCPPC

Visitors who found site as the result of Visitors who found site as the result of a free search listing, a free search listing,

Versus those who came through a paid Versus those who came through a paid listing. listing.

Purpose: To compare the conversion Purpose: To compare the conversion rates between the tow, helping us rates between the tow, helping us select better keywords, and spending select better keywords, and spending choices.choices.

Returning VisitorsReturning Visitors

Insights into sales cycle and Insights into sales cycle and buying process. buying process.

The paths they takeThe paths they take

Length of stay - Length of stay -

Track CampaignsTrack Campaigns

Assign Specific URL to Assign Specific URL to Traditional Media to monitor Traditional Media to monitor visitors who arrived from those visitors who arrived from those campaigns campaigns

Conversion RatesConversion Rates

Total VisitorsTotal VisitorsTotal Requesting More InformationTotal Requesting More InformationAcquisition Cost Per RequestAcquisition Cost Per Request

Visitor Focus GroupVisitor Focus Group

A capture document on the A capture document on the website that will provide us with;website that will provide us with;NeedsNeedsDislikesDislikesMotivationsMotivations

Dominant Dominant Dominant, Driver, DirectorDominant, Driver, Director Needs: Needs: Control, Direct, ChallengeControl, Direct, Challenge,, Emails: Emails: Show ResultsShow Results Sales Presentation: Sales Presentation: Anger/Short FuseAnger/Short Fuse Change: Change: Love it!Love it! Conflict: Conflict: Fight backFight back Rules: Rules: Break themBreak them Read: Read: Cliff NotesCliff Notes Phone Calls: Phone Calls: ShortShort Talk to people: Talk to people: Direct while jumping to next Direct while jumping to next

topictopic Office: Office: Status Symbols Status Symbols

InteractingInteracting Interacting, Inspiring, SociableInteracting, Inspiring, Sociable Needs: Needs: To talk and be likedTo talk and be liked Emails: Emails: Recognize other PeopleRecognize other People Sales Presentation: Sales Presentation: Optimism/trustOptimism/trust Change: Change: Not afraid of changeNot afraid of change Conflict: Conflict: Flight, runFlight, run Rules: Rules: What rules?What rules? Read: Read: Fiction, self-improvementFiction, self-improvement Phone Calls: Long ConversationsPhone Calls: Long Conversations Office: Office: Memorabilia of ExperiencesMemorabilia of Experiences

Stable Stable Steadiness, Stable, AmiableSteadiness, Stable, Amiable Needs: Needs: To serveTo serve Emails: Emails: TrustTrust Sales Presentation: Sales Presentation: Non-emotional (Masking)Non-emotional (Masking) Change: Change: No change please!No change please! Conflict: Conflict: Tolerate itTolerate it Rules: Rules: FollowFollow Read: Read: Fiction/non-fiction- People storiesFiction/non-fiction- People stories Phone Calls: Phone Calls: WarmWarm Office: Office: Family Snapshots, “Homey”Family Snapshots, “Homey”

Compliant Compliant Cautious, Compliant, Accurate, AnalyticalCautious, Compliant, Accurate, Analytical Needs: Proof & AccuracyNeeds: Proof & Accuracy Emails: PrecisionEmails: Precision Sales Presentations: FearSales Presentations: Fear Change: ConcernedChange: Concerned Conflict: AvoidanceConflict: Avoidance Rules: “By the book”Rules: “By the book” Read: Technical journalsRead: Technical journals Phone Calls: To the pointPhone Calls: To the point Office: Charts, graphs Office: Charts, graphs

Website SynergyWebsite Synergy

Internet

Sales andMarketing

IntranetThe Websites Starts with the Administration –

Website SynergyWebsite Synergy

Internet

Sales andMarketing

Intranet

The Internet will provide inflated requests for information

Website SynergyWebsite Synergy

Internet

Sales andMarketing

Intranet

Sales and Marketing is all about the Conversion – Closing Rate

IntranetIntranetMicrosoft Small Microsoft Small

Business ServerBusiness Server Outlook Outlook Net MeetingsNet Meetings Video ConferencingVideo Conferencing Streaming VideoStreaming Video

Following The ScriptFollowing The Script