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The LEE Group, MI LLCThe LEE Group, MI LLC 11

““Say It, Don’t Spray It”Say It, Don’t Spray It”12/13/1012/13/10

Mark S. LeeMark S. LeePresident President The LEE Group, MI LLCThe LEE Group, MI LLC

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What Binds the Organization And Connects the Dots?

Simple Question…

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Answer…

Your Brand!

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What is a Brand?What is a Brand?

A brand is a product or service you do A brand is a product or service you do business with for a variety of reasonsbusiness with for a variety of reasons

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Popular BrandsPopular BrandsNikeNike

McDonald’sMcDonald’s

Coca ColaCoca Cola

ESPNESPN

Sports IllustratedSports Illustrated

Nordstrom’sNordstrom’s

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Brand ComponentsBrand Components

A successful brand has:A successful brand has:– VisionVision– A positioning StatementA positioning Statement– Recognizes its point of differenceRecognizes its point of difference– A strong sense of its strengths and A strong sense of its strengths and

weaknessesweaknesses– An understanding of its competitive setAn understanding of its competitive set– An effective communications planAn effective communications plan

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The LEE Group, MI LLCThe LEE Group, MI LLC 77

Why Purchase?Why Purchase?

Reasons might include: Reasons might include: – Fills a needFills a need– Satisfies an urge/needSatisfies an urge/need– Emotional connectionEmotional connection– Price/QualityPrice/Quality– It’s “hot”It’s “hot”– Represents you in some way shape or formRepresents you in some way shape or form– Communicates something about youCommunicates something about you

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Become the financial service provider most preferred by

customers because they know XX understands their needs and

is willing to work with them.

Brand Vision/Example

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The LEE Group, MI LLCThe LEE Group, MI LLC 99

How to Make Your Brand StandoutHow to Make Your Brand StandoutBrand visionBrand vision– What is it?What is it?– Easily communicatedEasily communicated

Point of differencePoint of difference– What makes you different?What makes you different?

Consistent look and feelConsistent look and feel– Simplistic versus complicatedSimplistic versus complicated– Clear messageClear message

Consumer friendly/accessibleConsumer friendly/accessible– Traditional/non-traditionalTraditional/non-traditional

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Let’s move on to…

Email Marketing

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Email Marketing

Simply put, it’s using technology to communicate with your customers in a

timely and cost-efficient manner

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Opportunities

Communicate on a regular basis

Target messages appropriately

Establish an ongoing relationship with customers

Attract non-customers

Deliver your message in a cost efficient manner

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Specifically…

Customer Acquisition

Retention

Informing

Product Penetration

Targeting/Delivering messages2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights

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Do’s and Don’ts

Do: Allow customers to “opt in”

Don’t: Send out against their wishes

Do: Target and send relevant messages based on customer’s needs

Don’t: Email randomly2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights

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Do’s and Don’ts

Do: Have clearly defined goals, i.e. attract and/or retaining customers

Don’t: Treat all potential customers the same

Do: Develop a plan

Don’t: Email on the fly2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights

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Do’s and Don’ts

Do: Send out emails on Tuesday or Thursday afternoons

Don’t: Minimize Monday’s or Friday’s and/or holiday periods (unless promoting an offer)

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Sources of Revenue

Existing Customers New Customers

Total Sales/Revenue

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Collect Consumer Information

Basic: – First name and email address

Comprehensive:– Basic, plus

Last nameAddressPhone Number/Company

Targeted:– Basic, plus

InterestsBirthdateGeographyTitle

Source: Email marketing workbook via Constant Contact

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Customer Acquisition

Email marketing can play a vital role in attracting customers

However, there are basic things to understand…

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Customer Acquisition

Understand existing customer baseAcquisition costsBreak-even analysisHow do you currently acquire customers?

Potential Strategy: Use e-mail to target specific, relevant messages to non-

customers2010, The LEE Group, MI LLC All Rights 2010, The LEE Group, MI LLC All Rights

ReservedReserved

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Customer Retention

Generally, the cost to retain is more efficient than acquiring a new customer

Why?– You already have them– Focus on servicing and enhancing

relationship

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Case StudyImplemented a fully-integrated direct marketing plan for a major company– Utilized a combination of Direct and Email– Goal was to acquire new customers and

retain existing customers– Focused on target segmentation

Results– Reduced costs by 50% – Increased response rates by 70%– Exceeded stated business objectives

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Case Study

Challenge– Stagnant business growth– Declining response rates– Resulting in increased cost per leads

Improving response rates while reducing direct response costs

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Based on actual experiences, here are examples of what not to do…

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What Not to Do… Sending out same emails over and overForwarding emails right before the holidaysNot allowing people to opt inMass emails irrespective of customer profilesNot having a call to action, including website and contact informationUse of shortcuts and texting language

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What Not to Do…

Lack of professionalism in email Trying to close the deal versus engaging in conversations Not personalizing emails

Finally, understand, what’s the purpose of sending an email?

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Thank You!Mark S. Lee

Phone: (734) 707-0866Email: [email protected]: www.leegroupinnovation.com

Facebook/Linked In: Mark S. LeeTwitter: @leegroup


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