Unidad 3
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Best Practices for Relationship Marketing
Overview
Marketing is shifting from a push to pull model and consumers are taking more control over what they view and how they view it. This shift in the marketing landscape means consumers are less likely to respond to mass media marketing strategies. To address this challenge, companies are turning to relationship marketing in order to develop more creative, innovative and cost-effective strategies for retaining and building loyalty with their customers.
Let’s take a look at how your organization can move beyond traditional marketing and leverage the loyalty-creating power of customer relationships.
Business Challenges
Today, it’s all about more. More consumer control, more channels, more media and more money spent online. Because the online channel gives consumers more options to choose from, organizations face a big challenge: when customers can visit any site at any time, what will make them loyal and keep them coming back? According to Frederick Reichheld of Bain & Company:
• Businesses in many industries may lose up to 50% of their customers over a five year period.
• Studies have shown it’s 6 to 7 times more expensive to acquire a new customer than it is to retain a current customer.
• As little as a 5% increase in customer retention can increase profits by 25 to 95%.
Yet many businesses are still focused only on customer acquisition and see customers from the fragmented view of individual transactions.
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Relational Marketing
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Marketing is shifting from a push to pull model and consumers are taking more control over what they view and how they view it. This shift in the marketing landscape means consumers are less likely to respond to mass media marketing strategies.
• Businesses in many industries may lose up to 50% of their customers over a five year period.
• Studies have shown it’s 6 to 7 times more expensive to acquire a new customer than it is to retain a current customer.
• As little as a 5% increase in customer retention can increase profits by 25 to 95%.
• ¿Qué palabras se repiten?
Marketing- strategies- consumers- customers- organization- Businesses- Relationship
• ¿Qué palabras se parecen al español?
Contro-Media-Innovation-Traditional-Channel-Individual
• ¿Cuáles son las palabras en negrita, el titulo, subtitulo o gráficos que te ayudan a entender el texto?
Best Practices for Relationship Marketing – Título
Overview - Subtítulos
Business Challenges- Subtítulos
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Marketing is shifting from a push to pull model and consumers are taking more control over what they view and how they view it.
To address this challenge, companies are turning to relationship marketing in order to develop more creative, innovative and cost-effective strategies for retaining and building loyalty with their customers.
Yet many businesses are still focused only on customer acquisition and see customers from the fragmented view of individual transactions.
Unidad 4
Patrones de Organización de un Párrafo
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Relationship Marketing Concept
In our haste to gain media visibility, we sometimes overlook Extension's most important marketing resource - our relationships with people! This is ironic since the backbone of Extension's success is based on commitments of volunteers, legislators, lay leaders, and our staff members.
Educational organizations who wish to survive the competitive "shake-out" period of the 1990s, will need more than media attention. Emerging marketing research indicates that heightened public awareness of organizations is only a first step in the marketing process.1
Building constructive relationships with selected target audiences is more important to Extension's long-term marketing success than acquiring widespread public awareness. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people.2 This marketing process applies to Extension since funding is garnered from a few sources and continuous educational programs are delivered to specific audiences.
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• Marcadores de Tiempo
• Tipo de texto
• Idea general del párrafo
Still More Relationship Marketing Techniques
Invite elected officials to Extension educational events. Make sure they are given a visible and active role in the meeting, such as keynote speaker, member of a panel, etc. If the officials can't come, they'll send a representative from their staff. When they visit, make sure they're given appropriate recognition and media coverage.
Send newsletters and other pertinent information to them. Occasionally include information about elected officials in your newsletters, remembering pictures are effective.
Send success stories, copies of letters of praise from clientele, news of staff awards, etc. Collect news clippings of programs, photocopy, and send them to elected officials periodically. If you have a feature article, a personal delivery is often effective.
Seek advice year-round from elected officials. Ask them if Extension staff can serve on appropriate committees that match professional responsibilities. This makes the communication two-way, rather than Extension always informing elected officials about needs and programs.
One of the most effective ways of educating decision makers is breakfast or dinner forums. These forums can feature short reports outlining Extension's program areas (achievements and future direction), a meal, informal conversation, and feedback between decision makers, staff, and key clientele. Make meetings short - no longer than one hour and lively. Deliver what you promise - on time and in a visible fashion.5
• Marcadores de Tiempo : on time- Occasionally- Periodically-one hour-future - that-
• Tipo de texto: Descriptivo
• Idea general del párrafo:
Make sure they are given a visible and active role in the meeting, such as keynote speaker, member of a panel, etc.
Send newsletters and other pertinent information to them. Occasionally include information about elected officials in your newsletters, remembering pictures are effective.
Fuente: Journal of Extension (JOE)/ www.joe.org
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