文本奥美ogilvy方案realizing kodaks relationship marketing vision quickscan results62.pptxVIP

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2022-05-25 发布于四川
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文本奥美ogilvy方案realizing kodaks relationship marketing vision quickscan results62.pptx

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;;Today’s Agenda;Credentials: OgilvyOne Strengths;World’s Strongest and Most Experienced Direct Network;;Customer Ownership Clients;The Strategic Role of Relationship Marketing;;Not All Customers are Created EqualOr Generate the Same Amount of Value;;Despite the diversity of direct marketing applications they all have a common pre-requisite….;Differential Marketing Strategy;Marketing Tasks Identify individuals Understand their behavior and current/potential value Build relationships Engineer demand Refine the relationship marketing process based on past results; The database is the principle means by which these processes are managed and integrated to form the “engine” of successful relationship management;This is not “one off” selling. It is a long-term commitment to developing profitable relationships sustained sales over time.;Kodak’s Future Vision for Relationship Marketing;Kodak’s Future Vision for Relationship Marketing;Customer Ownership;;OgilvyOne’s Approach -Customer Ownership;;Customer Ownership - Fill the Gaps;Best Practices Benchmarks;;;Consolidated view of transactions;Best Practices Benchmarks: 8 Key Findings;Best Practices Benchmarks:8 Key Findings;Best Practices Benchmarks:8 Key Findings;Requirements for Implementing RM;Defined Roles and Responsibilities Some kind of internal group or “force” that makes the rules: They may also “own” the customer and/or “own” the process Gatekeeper implements/ensures compliance Process for creating contact strategy (who gets what when) Occurs regularly;The QuickScan Results;Assignment Goals;Key Project Contacts;Information Sources;Information about Photographers;Information about Labs;Research Limitations;Database Limitations;;Differential Marketing Analysis ;Differential Marketing Analysis ;V A L U E;Differential Marketing Analysis ;QuickScan - e Scenarios;Key Conclusions;Next Steps: Options;Next Steps: Options;Appendices;Consulting Team;Consulting Team;Consulting Team;Trends and Context;The Role of The