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(9) Building a powerful bootstrap marketing plan - Coggle Diagram

- - - - Data mining
      - Primary research
        
        Test market
        
        Daily transactions
        
        Social media conversations, monitoring
        
        Customer surveys, questionnaires
        
        Focus group
        
        Other ideas
      - Individualised marketing
      - Secondary research
        
        Business directories
        
        Demographic data
        
        Census data
        
        Forecasts
        
        Market research
        
        Articles
        
        Local data
    - - what data tells?
      - common thread across responses
      - Do results suggest changes needed in operations?
      - potential new opportunities to capitalise on
      - judgment, common sense
    - - clear, concise
      - symptom VS problem
    - - how to use information
- - - - Facebook
      - Twitter
      - Linkedin
      - Youtube
      - Blog
        
        Be cautious
        
        Promote the blog via social media, e-mail
        
        Services like Google Alerts that scan Internet for company's name, e-mail alerts for posts about a company
        
        Ask customers for feedback
        
        Honest, balanced and interest when writing a blog
        
        Patient
        
        Image of expert or trusted friend on topic important to customers
        
        Focus on key words
        
        Position blog with other blogs that already exist
        
        Clear purpose
    - - Create a database of complaints and suggestions
      - Listen to customers
      - Set up alerts
      - Define customer service expectations
      - Set standards and measure performance
      - Avoid defensive tone when confronted with negative comments
      - Examine company's service cycle
      - Respond publicly
      - See customer complaints as mechanism for improving customer service
      - When you create a negative customer experience, apologize and fix it - fast
      - Hire the right employees
      - Respond quickly
      - Train employees to deliver superior service
      - Humanize your responses
      - Empower employees to offer superior service
      - Treat employees with respect and demonstrate to them how valuable they are
      - Use technology to provide improved service
      - Reward superior service
      - Get top managers' support
      - Give customers an unexpected surprise
      - View customer service as an investment, not an expense
    - - branding: communicate USP to target customers in consistent, integrated manner
      - Threshold attributes (expected by customers)
      - Performance attributes (superior to competitors)
      - Excitement attributes (customers get excited about, differentiate from others)
    - - Customer experience management
      - 4 Basic questions
        
        How can we do that even better?
        
        What have we done wrong?
        
        What can we do in the future?
        
        What are we doing right?
    - - word of mouth marketing
      - Unique selling proposition (USP)
        
        key customer benefit of product or service that sets it apart from competition
        
        "What's in for me?"
        
        what competition does not (or cannot) provide
        
        primary benefits
        
        beyond physical characteristics
        
        intangible, psychological, emotional
        
        supported with brief facts
    - - ROQ
      - TQM
      - Guidelines
    - - Think "edutainment"
      - Be funny (link to customer benefits)
      - Post videos on multiple social media sites
      - Involve your customers
      - Keep it short
      - Sponsor events that will attract your target customers
      - Transform an offbeat holiday into an entertailing event
      - Give customers the opportunity to interact with your products
      - Use technology creatively
      - Remember that the ultimate goal is to sell
    - - ETDBW index
    - - Publish a newsletter
      - Contact local business and civic organisations and offer to speak to them
      - Offer or sponsor a seminar
      - Connect local television, radio stations and offer to be interviewed
      - Write news releases and email them to the media
      - Involve celebrities "on the cheap"
      - Volunteer to serve on community, industry boards and committees
      - Sponsor an event designed to attract attention
      - Sponsor a community project or support a nonprofit organisation or charity
      - Write an article that will interest customers or potential customers
      - Promote a cause (Mission statement + personal passion + customer demographics = ideal cause)
    - - Time compression management (TCM)
        
        Principles
        
        Shorten customer response time in manufacturing and delivery
        
        Reducing the administrative time to fill an order
        
        Speeding new products to market
        
        "Reengineer" entire process
        
        Cross-functional teams of workers, power to attack and resolve problems
        
        Use technology to find shortcuts whenever possible
        
        Set aggressive goals for time reduction, stick to the schedule
        
        Rethink your supply chain
        
        Put the internet to work
        
        Instill speed in the culture