More from Less

A Presentation from Iain Lovatt, Executive Chairman

of Blue Sheep Ltd

Content1. Marketing is Broken

TV, direct mail, telephone, SEO, PPC, email, web, social media…

2. Channels are Fragmented

3. Budgets are being cut

4. Skilled people are few and far between

5. Customers are more transient

6. Relationships are difficult and require hard work

7. Too many Customers

8. More customers who spend more frequently on higher profit products

and stay with you for longer

9. More from Less

Marketing is Broken• Marketing has been focussed on ‘low cost’ new customer acquisition

• TV advertising• Direct Mail• Email Marketing• Fax Marketing• Telephone Marketing• PPC Marketing

• They all emphasise the channel – not the outcome• Not one says ‘customer acquisition marketing’• It has been the era of the ‘economy of scale’ marketing message• Mass communication – where ROI of a single customer is the only outcome• It is now all broken – no one can get any of these channels to work in isolation• So what?

Channels are Fragmented• Mass media is fast becoming too fragmented to be

called mass anymore, compounding the issue.

• TV/ Radio/ Print media rates are falling. More ads/ messages/ sighting are now required to have the same impact as people are bombarded with marketing messages.

So we need to advertise and promote more?

Budgets are being Cut• Who is getting more budget?

• Who is getting less budget?

• We are being challenged to deliver but are getting less budget to do the job with and the trend will continue

• We will not go back to the halcyon days of the 60s, 70s and 80s. This is reality.

Skilled People are Fewer• It used to be that you went into marketing because you liked art

and drama – you had a stronger right side of the brain.

• Not any more – you need real left brain skills analysis, logic etc.

Science, maths and statistics, computing degrees are now the order of the day.

• The teams we have are not right for the jobs anymore – so get them off the bus and get the right people on.

• Love to logic not creative

Customers are more Transient• Does anyone here choose to be more transient? Or are we

transient because we don’t feel valued?

• Consider friendship groups, who changes their friends every year?

We do what we do because of the messages we get.

We get the customers we get because we do as we do.

• Making special offers, offering extra discounts, free extra

• Sales promotion offers encourage sales promotion behaviours, being transient and looking for the best deal.

Relationships are Difficult and Require Hard Work

• How many people are married or in a stable relationship?

• Is it easy? Do you argue or have differences of opinion?

• Business relationship are difficult and require real work, real understanding to make them work.

• They require effort, support and honest two-way communication.

• How many of you have asked you customers what they want?

• How many of you have offered the customer a 10% discount if they are not completely satisfied with your product or service.

• We don’t spend any time with our customers, why not?

Too Many Customers• The problem: you have too many customers yet the company

still wants more!

• There are too many customers in all business except start ups – too many to care for properly. They get no attention, no love, no engagement.– The web is not engagement

– Forums are not engagement

• But which customers do you not want?

• We want more large, high spending, highly profitable customer who will stay longer because they are loyal.

– Customer Engagement Mapping– Customer Engagement Strategies

More From Less

• You get what you get because you do as you do.

• So if you want more from less maybe we need to do more for less to get more from less.