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

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