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E-marketingClass 4: Excellence
José J. Cabrera y Charro MscOffice 2.94 (sporadically)[email protected] 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharrohttp://www.compassonlinemarketing.nl/blog
LinkedIn group: IMM eMarketing
Did you register? Activity Finding inspiration
Continue!
Remember traffic?
Most important thing of all?
Just for a while…
No excellence, no glory…
Online marketing: TCEI-model
TRAFFICTRAFFIC CONVERSIONCONVERSION EXCELLENCEEXCELLENCE INNOVATIONINNOVATION
Two things you need for
long term success…
Happy customers
Happy shareholders
Today: Excellence
How to achieve excellence? How to get happy costumers? How to get happy shareholders? Trade-off
What does this mean for your projects If we have time: presentation that got € 30.000
in 30 minutes
How do you make a
customer happy?
What do customers
(realy) want?
Feestkleding 365: What’s really important?
1. Fast delivery
2. What if size not right?
3. Lowest price
4. Large variety
How do find out?
ASK Imagine & analyse Talk to people Surveys, focus groups, etc Quick internet surveys
READ General studies & trends Industry studies & trends
When live: MEASURE What do stats/analytics tell you? A/B Testing
How do you give
customers what they want?
Customers wants Offering
4P’s Assortment, products/services Prices, discounts, etc.
Design critical elements of the value chain
Logistics Customer support (Online) payment Technology & hosting Legal Etc,
Feestkleding 365: What’s really important?
1. Fast delivery
2. What if size not right?
3. Lowest price
4. Large variety
1. 15h, same day
2. New size, no postage
3. 100% warranty
4. Most products on the web
Don’t forget to tell
the investor:
What your customers really want.
How you will make them happy
(your OFFERING)
Happier than your competitor does.
What investors doand what you should do to get their bucks…
Invest money Tell them how much money you need On what you will spend/invest it
Make profit Tell them your sales price Show break down of costs Tell them how much you can/will sell
ROI = Profit / investment Scale up/down
How can you scale up if succesfull? How to recoup investment if it is not?
Investors…
LIKE People who know what they
are talking about Clear facts, clear
calculations, clear strategies Low investments Big ROIs Entrepreneurs who take risk
themselves Scalable strategies Clear exit strategy
HATE Bullshit Difficult words and
strategies (KISS) Investment in intangible
assets (like advertising) Ideas that are easily
copied, no clear advantage Too much ‘me too’ Too much ‘hasn’t been
done before’
Investors are suckers for: ‘it’s like this or that big success, but a better/different in unique way’
Don’t forget to tell
the investor:
How much you need? For what?
How much you will make
(profit x volume)
Why it is going to work.
What if it does? What if it doesn’t?
Contact me
José J. Cabrera y Charro
Office 2.94 (sporadically)
06 5395 2422
http://nl.linkedin.com/in/josejaviercabreraycharro
http://www.compassonlinemarketing.nl/blog
