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®

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Customer EngagementHow to acquire more leads and convert more of them more often!

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© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

®

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Companies Prepared To Capitalize On These Trends Are The One’s Prepared To Grow

• Survey of C-level Execs ranked customer engagement as the #1 strategic priority for their organizations.

- Recent McKinsey Survey for 2015

 

• Where does customer engagement stand on your list of priorities?

• Do you employ a robust segmentation to target / engage or do you rely on “made up” personas?

• ‘The concept of an 'average American' is gone, probably forever.”

- Peter Francese, Demographics expert

• “Now that cost cutting has run its course, Companies are trying to figure out how to grow revenue.”

- Ad Age article

• “The world is a twitter about all things social… but good social, or any other marketing tactic, starts with a great marketing strategy.”

– Mike McEnaney, 1st Tweet in 2012 (still true)

• Are you so focused on “getting into social” that you’ve forgotten to determine how it fits with your strategy?

• Are you prepared to grow?

© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

®

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Marketing is complex today, requiring a strategy based upon the customers decision making process…

A Triggering event occurs …

If you have high awareness, they may ..

If not,

they

And

/or

go to

…

…and the next stop is …

… type your URL

Or find nearby locations …

Unfortunately, most companies don’t understand their customers’ engagement path which prevents development and execution of effective marketing strategy

Regardless of the path, an opportunity for dialogue is created

Or visit a Store..

“I need something to eat”

© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

®

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The Engagement Path™… from need to advocacy

Do you segment prospects and provide tailored communications to motivate

behavior?

Are you prepared to engage the customer with the right information where and when

they want it?

3Do you know what to say and how to say it to differentiate your Brand, drive awareness and acquire customers?

2

Do you convert customers into advocates?

7

Are you prepared to deliver the expected experience at the

point of purchase?

4

Do you understand what creates value during the ownership experience and drives retention?

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Engagement starts with the customer

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The Engagement Path™ Is An Insight Driven Approach That Drives Marketing Strategy, Executional Integration, Measurement & Continuous Improvement

LH

H

Conversion Rate

Improve Conversion

Invest More

Increase Leads

Improve or Stop

Lead

s

Metrics

L

Insights & Analytics

Enabled By An Aligned Organization

Marketing Mix

Creative Strategy

WHO to talk to

WHAT to say

WHEN to say it

WHERE to say it

HOW to say it

Positioning

Segmentation

Target Audience(s)

Frame of Reference

RDB (Preference Driver)

© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

®

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Answering 8 Questions Will Define Your Engagement Path and Position Your Brand for Growth

Questions Strategic Guidance

1. Who are your customers and what do they need? Needs, behaviors, attitudes and demographics

2. What makes you unique and compelling to customers? Benefits that drive preference for your brand and the desired behavior from the prospect

3. How do they make purchase decisions? Critical decision points and information needs, where they go for it and length of time to decide (informs engagement and conversion strategy)

4. Which segments are most important? Identify all; but focus on the “bulls-eye”

5. Who / Where are they in the process? “Golden” Questions asked at contact, define the segment, location and channel priority (CRM, digital, social, blogs)

6. When do you engage them? Map benefit drivers by segment & decision point

7. What do you say? Align communication strategy by segment & marketing channel

8. How do you measure success? Define metrics, measure and adjust

© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

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Deliverables from our Approach

Strategic (driven by assessment and qualitative/quantitative research)

• Position

• Brand Architecture

• Creative Strategy (for Awareness and lead gen)

Activation (Engagement and conversion)

• Real “Persona” Segmentation based on quantitative and qualitative

• “Discovery” Questions critical to segmenting leads at first contact

• Benefits that drive behavior with each segment at major touch points to “tailor” communications

Additional, but available• Creative Execution from trusted partners

© 2015 Jump the Curve Specialists, Inc. All Rights Reserved

®

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If you have a need, we have a solution

Contact Information:

Jump the Curve Specialists165 Churchill DriveAtlanta GA 30350

Michael McEnaney || Managing Partner

Mobile: 404.547.9556Email: michael.mcenaney@jumpthecurvespecialists.comWeb: www.jumpthecurvespecialists.com