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DATA COLLECTION: MARKETING MANAGEMENT GROUP SOLUTION

Data is at the heart of any business. It should be collected at every point where there is interaction with customers. However, when businesses consider collecting data, they should think about what they want, why they want it and where they can get it from.

Sounds obvious? The trouble is that many businesses store data ‘just in case’, creating a database of little use to them and which drains resources. So, here are some key steps to consider:

1. Set objectives

Businesses need to ask some pragmatic questions about what is achievable. Any data capture must be proportionate to the businesses’ relationship with the customer. Businesses should, of course, collect the information they need to market to prospects but they shouldn’t collect in-depth information until they know whether prospects are going to become customers.

2. Capture the right data

More detailed data can be recorded about high value customers than for those with whom the business has fewer dealings. It’s also very useful to learn how the customer heard about the firm, to check on the efficacy of your own marketing and to see who’s recommending your business.

Some data capture – particularly factual data – can be automated with the customer effectively filling in a form.

Once such data is collected, the data house should rank and dovetail it into the database in a useable form. However, human contact is important when collecting information about the customer’s relationship with the company, why they like or dislike the product or service and how the business can serve their needs. A greater degree of depth can be gained through manual data capture – client reactions, intonations, nuances, etc.

4. Capture lifestyle data

Businesses often capture data for two specific reasons. Firstly, in larger organisations the more marketers understand about individual contacts, the more they are able to tailor their marketing. Secondly, many small businesses are managed by their owners, so understanding the owner becomes critical. Collecting consumer-type information can be done direct from the individual and then be enhanced from a third-party data source.

5. Get collegues on board

Once businesses have decided what data they need and why, they have to motivate their staff to collect it. It is vital that staff understand why the data they are capturing is important. Staff renumeration and recognition packages need to reflect success and accuracy in data capture.

Data should be collected at all touch points by any member of staff who has communication with customers.

TO FIND OUR MORE ABOUT THE DATA COLLECTION COMPONENT OF THE MARKETING MANAGEMENT GROUP WWW.MMGROUPUSA.COM     MMGROUPUSA.COM Continue reading

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MMGROUPUSA.COM and the New Canadian Antispam Law

Marketers should be aware that CASL prohibits the sending of Commercial Electronic Messages without consent.

To define consent: a form filled out with a disclaimer in the hand writing of the client giving you  their coordinates…This form need to be kept on file for any possible complaints...MMGROUPUSA.com has changed their policy as to the time period that the records are kept… Any records entered after july of 2012 will be kept on a server for a period of 15 years…

As well, CASL requires that a sender’s contact information be included in all CEMs as well as an easily accessible unsubscribe mechanism that is valid for at least 60days, takes effect without delay, and can be readily performed.

CASL will be implemented in phases, with the majority of CASL coming into force July 1, 2014. The CRTC will have a number of compliance tools, one being administrative monetary penalties of up to $10 million per violation for corporations. Private right of action will be available to anyone affected by a violation as of July 1, 2017.  No fines can be assigned or levied before then… Only warnings.

What makes clients loyal to your operation- by www.mmgroupusa.com


What Makes People Loyal to your retail operation?

What is it that makes people loyal to a particular retailer? Is it the prices, the quality of the products, or the way that they are treated by the store?

 

                                                                Price…?

For discount stores, like Wal-Mart, the attraction is price. There are always transaction buyers – people who think only of price. They read the ads and visit stores only when what they want is on sale. They have absolutely no loyalty. If you are not a mass-market discounter, you cannot make money from such customers. Rather then cultivate this type of market, , it would be better to provide them with the telephone numbers of your competitors and invite them to visit them. For a regular retailer to compete with a mass discounter on his own turf is almost committing suicide.

 

                                                                   Quality…?

Product quality is important in customer retention, but only up to a point.  A long time ago If we wanted quality products, it could take a day’s journey to travel and find known large retail brands …    Those days are over.      Retailing has become so advanced that most customers are within easy driving distance of a large mall or shopping center with a wide variety of stores having anything that they could conceivably want to buy.  

 

                                                                  Relationship…?

The relationship with the retailer is what keeps people coming back to a given location versus another.

What can be done to make your operation unique as far as relationship building?

The answer, –> develop methods to know your customers ” better than the other retailers know their customers and communicate with them as much as you intelligently can…

Get to know them build a relationship with them in store and outside, understand how they react to your promotions, how they perceive you as an owner, your marketing efforts, your sales, your sales people, your inventory, and the efforts you devote to treating them special…

Only then will you understand the full scope of what will make your customers loyal!

Marketing Management Group, specializes in relationship management !  for more information on 360 degree program, visit us at: mmgroupusa.com

For more information on the implementation of our program, www.mmgroupusa.com

 

Three ways of increasing the income of any retail operation… Two “retailer attitudes” that can be adopted!!!

There are only 3 ways of increasing the income of any retail operation:

1- Increase your number of new clients

2– Get your regular clients that have transacted with you in the past to transact more often with you …

3- Increase the amount of money spent in your location for each transaction (through up selling and/or cross selling…)

No matter what you do, it always comes back to one of those 3 strategies…

As a retailer two different attitudes can be adopted towards the first 2 strategies…(we are assuming that as a retailer you and/or your team are skilled at the art of ethically up selling and cross selling your clients in order to maximize each of your transactions)

Attitude 1—->     Relying on organic or natural growth (word of mouth, street or mall traffic exposure, posting sale signs in windows, internet exposure via website, Facebook etc…In our jargon we call this the “sit and wait” strategy…(often adopted by retailers because every dollar spent on advertising in the past have never yielded any return or results…)

The problem with relying on organic growth is that so many retailers do the same things, that it has less and less effect on the marketplace. When new retailers pop up in a given market and when established competition fights to artificially increase their organic growth,  some kind of driving force pulling clients and prospects to a location has to be exploited otherwise the “spending value” of the market gets diluted and therefore the income of retailers suffers…

Another issue with organic growth is that the performance of any business is usually measured on a 12 month time line… Organic growth does not work, rely or care about this 12 month time line…In other words, “it marches to the beat of its own drum” (a bit like word of mouth)…

Attitude 2—->     a) Artificially accelerating your organic growth for new transactions…  Through a marketing plan implemented and executed using a a mix of advertising and marketing with an objective to drive in new clients via specific campaigns, or ads…

                             b) Artificially accelerating organic growth for residual transactions. In other words reaching out via physical mail, email and/or phone calls to clients that have transacted in the retailer’s location in the past in order to increase the ratio of repeat transactions they do in a year…

We have found over the years, that the greatest advantage of a retailer adopting the attitude of artificially accelerating growth can be found in their belief system. They are usually resolved about standing out and being pro-active when it comes to fighting for clients and prospects in their marketplace, in order to maximize their sales on a 12 month time line… As an interesting analogy, they want to strategically shout their presence rather than calmly announce it…We have noticed that this attitude and mindset can find its origin sometimes to a survival instinct for the retail business and at other times to the burning desire to always increase the performance of the retail operation year after year.

Corporate retailers as a culture will always adopt a strategic mix of artificially accelerating growth for new clients and residual transactions…

-The greatest success stories in stand alone retail operations often have adopted this  attitude as well…

-The ultra high end brands have had no choice but to slowly incorporate this attitude into their culture to stand a chance and compete… 

As a marketing firm dedicated to driving new business and increasing residual transactions, we are firm believers that organic growth is a thing of the past when it comes to surviving in a retail marketplace… Since striving rather then surviving should be every retailers reality and focus it makes all the sense in the world to perfect the skill of artificially increasing your organic growth…

In any marketing approach, the path to obtaining results is not invented but rather learned through adjustments made from trial and error… Interestingly enough the solutions implemented today to achieve results might not be the solutions that need to be applied tomorrow…Moving on the technological band wagon too early because it is a trend can cause a retailer expenses with lacking financial results…Technology should carefully be used as a logical evolution that is overwhelmingly craved by your marketplace.

The same way a retailer refers to specialist and skilled experts to manufacture what they sell, retail marketing specialists should be used to exploit new revenue streams; They are in the business of adjusting to trends and responses to achieve measurable results…

Whether you have relied on organic growth in the past or have practiced the art of accelerating it, you need to realize that more aggressive sale objectives are not only a possibility but an obtainable reality and  your current situation is the starting point…

As a retailer if you are a student of possibilities, then a program like the one we offer can teach you the paradigms necessary to increase your sales and implement them for you…

www.mmgroupusa.com , The Marketing Management Group, 

2013 Canadian Retail Sales reach HIGHEST LEVEL in 3 years…!

2013 Canadian Retail Sales for clothing and accessories reach highest numbers in 3 years. Outlook positive for continuing growth for 2014 .   See sales chart growth for 2013 below…

mmgroupusa.comScreen Shot 2014-01-19 at 5.07.19 PM

Physical mail: How well does it still perform by www.mmgroupusa.com

These days, marketing is all about digital. Business owners are emailing Tweeting and Facebooking their hearts out.  So direct mail (the kind that the postal delivery person puts in your mailbox, remember?) must be dead in the water. Right?

Wrong. According to the Direct Mail Association (DMA) Factbook for 2013, 65% of consumers of all ages have made a purchase as a result of direct mail.

According to Direct Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer mailings—considerably higher than industry expectations, and surging past electronic mail’s response rate of just 0.12%.

All this indicates that direct mail is alive and working very well!

Many of our clients, are recognizing this and direct mail is going through a renaissance. They may have maximized their online spend and need to find another channel, or they may enjoy such a high response to direct mail that it’s added to the mix from the start. Either way, the results are highly satisfactory and direct mail is becoming a staple in their marketing plans.

“Well, OK,” you might argue. “But it still costs more to mail something printed than to send out email. What about ROI?”

Good question, you! However, the raw cost of a campaign isn’t the true test of success. Cost per lead is. The DMA reports that the cost per lead of direct mail is in line with print and pay-per-click, and significantly less than telemarketing (See Table 1). Direct mail production costs are somewhat more than email, but not enough to make email the holy grail of direct marketing. RELATED CLASS:

How to fix the performance of your email and physical mail campaigns: www.mmgroupusa.com

With a higher conversion rate than any other medium, the Print on Demand Institute (PODI) found that direct mail out-pulled all other channels tested in terms of conversion rates, both for lead-generating “free” offers and one-step “buy now” offers. Direct mail’s edge becomes even more dramatic when it is optimized with personalization and other factors, and combined with personalized landing pages.

Try adding your existing landing page URL to direct mail. Some buyers really prefer to respond online, and this may bring in more business at zero additional cost. This becomes even more effective when you use a personalized vanity URL that is easy to remember and to type—www.ABCcorp.com/John.Smith makes it simple for customers to use even though they can’t cut and paste.

Direct mail also enjoys longer “shelf life” than email, so it might be profitable to evaluate your existing landing pages and offers to see what can be repurposed to offer through direct mail. If you do, remember that people may access it weeks after the mailing, so make sure that the pages and offers are still good—or put a firm deadline on response time.

Why we do Postcards

Direct mail doesn’t have to be large and expensive to be effective. The U.S. Postal Service found that postcards are the mail format most likely to be read or scanned.

It may be that postcards don’t take much time to read. This means that to be effective, the prospect needs to understand your offer within seconds of glancing at it. Some of the same rules apply to postcards as to emails in terms of how much information can be effectively communicated.

Test postcard performance by using your best-performing promotional email as the starting point. Put the image and header on one side and the body copy on the other. Oversized postcards tend to get more attention, so try a large-format card size. Then see how your postcard test performs against email.

Remember, postcards are a great deal less expensive to print and mail than most forms of direct mail.

– See more at: http://www.onlinemarketinginstitute.org/blog/2013/06/why-direct-mail-still-yields-the-lowest-cost-per-lead-and-highest-conversion-rate/#sthash.BSAVlcNd.dpuf

Contact us for a turnkey direct mail program that performs:

www.mmgroupusa.com

North America: (855) 904-6644

support@mmgroupusa.com