Retention And Acquisition And CRM

Be a marketing hero, not a marketing zero. Here's some interesting numbers - increase the number of customers by 10%, increase the purchase frequency i.e. the number of times people buy by 10%, increase the amount they spend on average by 10%, then your turnover or market share increase will be around 33% . Be a bit more ambitious and the numbers really start to get exciting.

SmarterMarketing is a proven 3-Stage system that will guide you through a step-by-step blueprint for using proven dm solutions to build customer relationships and generate business growth. The critical marketing task in a competitive trading environment is to drive profitable extra sales and bottom line revenue growth. This can only come from getting more people wanting to buy your product more often, but in particular:

• Better understanding the sources of influence on a purchase decision (crm)
• Winning more new profitable customers (acquisition)
• Penetrating your target markets fast (acquisition)
• Increasing customer loyalty and customer profitability (retention)
• Losing less customers through customer attrition (retention)
• Reinvigorating lapsed customers before you lose them. (retention)

You will discover how to take charge of that scary business dynamic called 'the customer relationship management agenda' and use it to strengthen your income stream.

The secret of successful CRM is to start, or start again, by turning it on its head or looking at it backwards. As MRC, the management of relationships with customers, your thinking, and how you influence the thinking of all your colleagues, will be guided to focus on the 2 primary sources of revenue and the 2 types of customer purchase that are absolutely critical for any type of business or commercial organisation anywhere in the world.

Hello, my name is Rick Pullan and I am the author of SmarterMarketing. I've created this blueprint (for retention, acquisition & crm) together with some esteemed and successful colleagues, having benefited from a charmed education and business career. I have an honours business degree from Sheffield University in England, became Marketing Director for Alberto VO5 at the age of 28, then General Manager in the Far East Region when I was 30.

Jumping the fence from buyer to supplier in order to pursue my objective of becoming a more rounded business person, I became Client Services Board Director for what is today a top ten Global Agency before finding the right team to start my own Marketing Agency in 1994. It is called TBDA Ltd, The Business Development Agency and flourishes to this day.

"I've known Rick for over 30 years. He may not be as famous as some of the global business gurus, but he has one of the finest marketing brains I've known. There's more marketing know how in his little finger than many of the supposed marketing experts I've met in my career. If he says this is how to be a smarter marketer, go for it. I've read it all and I believe him.

Dennis Miller, CEO, UK Distributor of International Drinks brands

Profitable growth for any business or organisation depends on having a clearly defined, long term strategy to attract and keep the right customers (acquisition & retention plan), that is unique to your organisation and targeted to build your national competitive advantage.

Customers are the lifeblood of your business… and your competitors of course! How can you hit that minimum 33% revenue growth every fiscal period?

How can you be more successful at attracting the right sort of people to want to buy your product?

How can you increase your share of a customers spend before your competitors do?

How can you be better at understanding, applying and implementing the customer relationship management concept, whether you're a large company or one of the millions of SMEs?

What is the link between CRM and programmes for Customer acquisition and retention business strategy development?

In fact, is CRM still relevant today, or is it yesterday's news? Definitely yes and a resounding no! Here's why:

• Rapidly increasing media fragmentation and the ballooning clutter of advertising messages that we're all exposed to every day
  
  
• Growing consumer scepticism from repeated exposure to traditional hard sell, sell, sell advertising and promotion messages
  
  
• An exploding number of consumer niche interests fuelled by increasing internet use and literacy.

It is absolutely essential that everyone in the organisation understands this, and why it is crucial to nurture customer relationships. If you don't, a competitor will. It is the modern marketers job to continually influence this process. The modern marketer must wear 2 hats of responsibility - keeping current customers (retention) and getting (the right) new customers (acquisition).

"When I ran Farah Clothing Company, I used these guys as a marketing agency supplier. The results were impressive. The secrets of their success are here now. Whether you're a CEO or a marketing practitioner, ignore them at your peril. If you're a marketing student or just starting out in a marketing career, you've just hit the jackpot!"

Eric Thornton, CEO www.justteeshirts.co.uk

So how can CRM be better understood, applied and implemented in your organisation? Getting your head around customer relationship management strategy and its national competitive advantage is a big issue. Mainly because there are so many people in the organisation involved in making it happen!

The whole CRM agenda has become confusing. There have been a lot of false and expensive starts implementing CRM programmes. Many case studies have been reported with derision in the media, exposing huge financial commitment in IT and negative ROI. There have been many misunderstandings in what it really means.

However the lowest common denominator and indeed the most important aspect is this - the company's attitude to people, nothing to do with IT. In fact it is IT that has often been the source of scorn poured onto the CRM initiative.

So, what has evolved is a bit of a chicken and egg situation, which comes first, IT or CRM?

Proper marketing and business management is about people, learning how to understand them and how to make live connections with those people that matter to your business. And the most important people to your business are customers.

Therefore, the critical task of any sales and marketing communication programme and budget is to attract the right sort of prospect new customers (acquisition) and then to keep them and build purchase loyalty (retention & crm). And this, together with the constituent processes, has to be effectively explained to the second most important people in your organisation, your internal customers, particularly those who have direct contact with end user customers.

The problem is that many marketing people work in their own space, are often seen by operational colleagues in other business functions as aloof or remote. Yet it's because marketing people spend more of their time thinking about customers and their needs than people inside the business that they are most qualified to lead the way. So, if you want to be a better marketer, grasp the responsibility eagerly.

"Having read this stuff, I've now incorporated it into my modus operandi, use it to keep a handle on my marketing people and their suppliers, and hired the Agency to work for me! Great stuff. Well done. Tremendous value, loads of common sense and real practical ideas to implement."

Roger Hollis, Managing Director, Roomservice Group, UK www.roomservicegroup.com

The secret of taking charge of CRM is to look at it backwards and see the task as a MRC one, managing relationships with customers. Yes, it's important to have one record per customer and distribute its access across the organisation. What's more important however is that key people across the organisation understand why managing customer relationships is important for building loyalty and profit growth, what data is necessary to enable the process and why it's crucial to work as a team to acquire that data and use it.

For any size of business or organisation in any country, the levelling fact is that there are only 2 real sources of revenue, current customers, and new ones, whether lapsed or brand new prospects. Whether a customer buys one or 10 of your products they are still just one person buying for themselves or their own household's or business's needs. And they have a choice. The crucial task is to keep them wanting to buy your product. We call it optimising share of repertoire. It's fairly common parlance now from several business research studies around the world that it is around 7 times cheaper to keep a customer than acquire a new one.

SmarterMarketing explains the 6 steps (for retention & acquisition) you must take to optimise sales revenue from these people. We've already said customers are the lifeblood of your business… and your competitors. How can you increase your share of customers spend before your competitors do?

Use SmarterMarketing and you will discover a myriad of proven ideas, tips and programmes for customer acquisition and retention business strategy development:

• Learn how to get customer loyalty. Learn how to create customer loyalty in a local market. Understand the critical success factors of a loyalty program. More importantly learn how to maximise your product's share of your customers purchasing repertoire for your product category (retention)
  
  
• Learn how to grow business by attracting new customers, but more importantly how to attract the right ones for your product proposition (acquisition)
  
  
• If your question is how do I get market penetration fast, see why it's more important to get the right sort of market penetration. Loads of penetration with one trial purchase is a short cut to bankruptcy. You want penetration that sticks! (acquisition)
  
  
• Let SmarterMarketing show the simple steps to develop a hard working, cost effective promotional strategy to attract new customers (acquisition)
  
  
• Discover the basics of an effective marketing database system, its template and maintenance procedures. But more fundamentally, find out what information is the most important to collect on your customers. Without it, any marketing database is useless. (crm)
  
  
• Loyalty programme consumer research results - loads of people search for this. Probably because it's some sort of marketing Holy Grail. It's almost like trying to find the end of the rainbow. That's because loyalty is not a promotion you can force on people . Points schemes are merely rewards, and people are becoming increasingly indifferent to them, because they're too general.
  
  But you'll get loyalty if you do a lot of little things right by people. If your product proposition has the right advantages for the relevant individuals, if the delivery processes are glitchless, if you can reduce the price a bit or give a bit more for regular users, if your staff has a successful continuous development attitude, you will earn the loyalty you rightly deserve.
  
  These things are more important than chucking a load of money at a loyalty points promotion scheme. That's the icing on the cake. Talk to Tesco senior management. Their success was not the Clubcard scheme, that was just one piece in the jigsaw. Their success - firstly stopping the demise, turning the operation round and starting an inexorably growing revenue curve - was achieved by a fundamental rethink on how their structure and systems and shops (and then the internet) could better serve the customer better than their competitors. By talking to customers and front line staff, they continuously identified lots and lots of things they needed to improve or change, over a 15 year period!! That is why Tesco is now the most successful retailer in the world. The principles apply to any size of organisation, whether big corporates or SMEs.

It is distilled from 13 years direct operational experience in the problems and applicability of customer relationship management (crm) implementation. It's brought to you by successful individuals from the marketing industry with a combined experience of over 70 years.

In their time they've faced most of the issues and problems in… customer acquisition… customer retention… the myriad of issues involved in building customer loyalty… creating national competitive advantage… using dm solutions to build personal relationships and business growth… and making marketing budgets work harder to drive profitable sales growth for the organisations they've worked in and advised spanning the UK, Europe, Asia and the USA.

Over the last 3 years we have taken the time whenever we could out of our busy schedules to write down our thoughts.

There are thousands of books and websites that describe case studies, marketing and business processes. Obviously we haven't read them all! However, so far we have found none that simplifies what in our opinion are the critical, essential marketing processes that drive profitable business revenue growth.

We have a passion for simplifying what people and technology complicate and what the media explosion exaggerates. This is why we have taken the time to pass on this essential knowledge to you in the SmarterMarketing programme.

This is your unique one time chance to gain all the precious perks of an impressive load of professional insider information and knowledge learnt from years and years of tested and proven campaigns implemented in a variety of marketing jobs in SMEs and large businesses. All distilled into a simple step by step marketing roadmap (for retention, acquisition & crm) to help you optimise your organisation's sales income and revenue growth opportunities.

"I wish I'd had this when I started out in marketing. It's full of practical tips and checklists, the appendices are really useful. I like the way it focuses on the real marketing issues that generate profitable revenue growth, for any size of organisation".

Catherine Blackburn, Marketing Director UK Drinks Company

SmarterMarketing will help you understand how to implement a customer relationship management strategy and grow your business income (remember those numbers that deliver 33% revenue growth) by attracting new customers (acquisition) and building customer loyalty (retention). Here's a summary of the benefits:

• Altogether a better marketing communication system - learn how to prioritise marketing budget and build demand for your product (from both current customers, retention, and new prospects, acquisition)
  
  
• Unique business growth formula and accountable marketing system - focus on the 4 things that must happen to create demand, top line and bottom line growth
  
  
• Discover the 6 crucial steps to implement the formula and lock in your national competitive advantage - an action focus you can adopt right now to build profit by finding and retaining new customers… even better, by attracting and keeping the right customers
  
  
• Develop a more targeted marketing approach - this will reduce budget wastage, using better ways to keep current customers loyal and find the right customer prospects
  
  
• Keep your customers for longer. Learn about strengthening customer retention and reducing customer attrition. The secret is knowing how to build customer value and lose less customers. Understand better how to build customer loyalty
  
  
• Better advice on how to get customer loyalty, how to create customer loyalty in a local market - and critical success factors of a loyalty program
  
  
• Discover the link between loyalty and competitive advantage - the importance of getting the right information on the right individuals so that you give them relevant messages about your product and retain their interest.
  
  
• Learn about FeedBak™ - find out what customers are interested in, better understand their usage and attitude patterns. Then you can segment them into similar groups on your customer database and send them information that's relevant
  
  
• Tips and advice on using dm solutions to build personal relationships and business growth. Build a customer database so that it's easier to keep them interested in buying your product. A database of end users is a valuable business asset. Just think, if you are buying a company, wouldn't it be helpful to know you've acquired a list of known end users that you can directly talk to, without having to spends lots of valuable budget on general advertising. Yes, definitely, an end user database is what our financial colleagues call an intangible balance sheet asset.
  
  
• Understand the crucial difference between the 'platinum' rule and the 'golden rule' in customer marketing - be able to think like your customers and put yourself in their shoes
  
  
• Learn how to solve the CRM problem. A simple formula will show you how to do this. Successful CRM starts by looking at it backwards. Get your whole organisation focused on attracting and keeping the right customers
  
  
• Be more professional at understanding, applying and implementing the customer relationship management concept, whether for large companies or SMEs
  
  
• Learn about Perception Gap Analysis™. Discover why people buy your product, or don't buy it. Find out how to reattract lapsed customers, if you want them!
  
  
• Strengthen customer acquisition - be more successful at getting new customers. More importantly, learn how to attract the right type of new customers. More customers = more revenue
  
  
• Learn how to grow business revenue by attracting new customers
  
  
• If your question is how do I get market penetration fast, see why it's more important to get the right sort of market penetration. Loads of penetration with one trial purchase is a short cut to bankruptcy. You want penetration that sticks!
  
  
• Start 'Joined-up' marketing - it's like getting the people you want to come and introduce themselves to you!
  
  
• Tips on how to start a better promotional strategy to attract new customers and keep them loyal
  
  
• Uncover the value of SalesTrak™, the right and easy way to measure ROI and understand the impact of your customer communications on total sales and profitability
  
  
• Scores of ideas, tips and programmes for customer acquisition and retention business strategy development
  
  

And now we come to that old chestnut, what price success!

We've already said this is a new marketing service to buy online.

Some of our buyers will be new to marketing, others will be experienced practitioners who know it all. Others will be accountants and directors who want to better manage the flagrant waste a lot of young marketers inflict on their organisations whilst they try to be heroes, win awards and further their CVs! (they then move on and leave the mess behind them. This is why many Boards will not have marketers at the top table. Practice marketing the SmarterMarketing way and marketing will become a more respected profession as the accountable revenue generating resource it really is, if done properly)

In reality there are hundreds of tips distilled from thousands of days spending millions of dollars of clients budgets on customer relationship management concepts… dm solutions to build personal relationships and business growth… customer acquisition and retention business strategy development… creating customer loyalty in a local market… creating better promotional strategies to attract new customers… building and running marketing databases.

Write me a cheque for $10,000 and I'll give you the whole 3 stages in a word document so you can cut and paste and plagiarise how you want.

No? Alright then, pay me $1,000. If you solve just one problem, or apply one tip or technique, if you use just one of the appendices and check lists and apply it your business right now, it'll be worth many times more than the cheap price of this SmarterMarketing programme. The issue is that on the internet you're buying blind. You don't know me and I don't know you. So to start with we are keeping the price so low it is really only a claimable expense, like a tank of fuel!

So, as SmarterMarketing is still a new product, we want to generate a load of quality testimonials. That's why we're giving it away at a massive 50% discount, for the next 175 customers only. All we ask is that you send us a testimonial that you've read it and started to implement some of the SmarterMarketing techniques.

If you buy now you'll get the low trial price offer of Ł67. If you wait the price will go up.

Your guarantee?

Maybe I should say there's no guarantee, because the price is so low anyway. We have been practising these techniques for over 13 years. Our clients have spent millions of dollars with us on acquisition, loyalty building and CRM programmes. The expertise we've used is now written and refined for you to be able do it yourself with your own suppliers.

In fact here's the guarantee. Buy the programme, implement it over the next say 12-18 months and give me a percentage of the revenue increase after say 24-36 months minus the cost of the programme. No? So who's losing out? Me, not you!

OK, so here's your guarantee. It's simple. Try SmarterMarketing for a year. If you can honestly admit to yourself that you've derived no benefit, ask for a refund, we'll give it to you, no fuss.

"I know the author is my Dad, so you probably don't want to believe me. But I recently completed a marketing degree at UWE, Bristol, England. I did well and got an Upper 2nd class honours. I've read all the material on this site and I really, really, really wish I'd had access to it for my studies, I reckon I'd have got a First Class Honours! My boyfriend thinks the same too!! Now that I'm back from my gap year globetrotting, it's going to be brilliant for my marketing and business career.

Lucy Pullan"

Added bonuses?

We've noticed that a lot of business sites pile on the bonuses, which you can keep whether you exercise the guarantee or not. Well, we'll be honest, we haven't got any. And we believe it would be an insult to your intelligence to throw in bonuses for the ridiculously low price tag of SmarterMarketing. Yes, if it was $100, $200, $300 I can start to understand the need for bonuses.

But where's the logic in giving you loads of free bonuses, even more stuff to read.

The whole purpose of SmarterMarketing is its SUCCINCTNESS AND BREVITY. It's a distillation of all our years of practising experience into less than 120 pages of really practical tips, appendices, how-tos and checklists.

Not long books or volumes of lengthy manuals, not 3 days of live seminar tapes, not sets of 6 CDs to plough through.

No, we've gone to tons of effort to compress our experience, advice and knowledge on how to help you attract new customers and keep them, to build loyalty and grow your business into less than 120 pages of A4 sized paper.

The real live tangible practical useful bonuses are:

• that it will become easier for you to memorise the critical actions for customer retention, customer acquisition and using customer relationship management theory to drive revenue growth
  
  
• that it will therefore be easier to implement the techniques to better use your resources, achieve your objectives, support your staff and be the best at what you do
  
  
• that less is more, because to absorb and benefit from using the essential knowledge in the SmarterMarketing blueprint, you won't need to spend loads of time wading through manual after manual and bonus after bonus.

"This is the simplest, most down to earth, practical way of planning your marketing campaigns I have ever seen. Great formula and strategy for growing your business.

Mark Storrar, Entrepreneur"

Like night follows day, the price will go up, so delaying could be costly to you. Maybe it's just worth making the right decision - download your copy of the (retention, acquisition, crm) programme right now.

Paying on Pay Pal is secure, your details will be encrypted and safe. And with the guarantee, it's risk-free.

Don't be a marketing zero, be a marketing hero!

Rick Pullan

P.S. Remember those numbers that deliver a minimum 33% revenue growth, then get ambitious. You can be at the forefront of creating a smarter marketing movement. Make the marketing profession more accountable through more targeted and measured customer acquisition and retention.

Click here to claim your massive 50% discount and get the SmarterMarketing programme for the ridiculously low price of Ł67 for the first 175 customers only.

Be a Smarter Marketer, be in control.