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shuijian-xu / hive

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Campaign Management #57

Open shuijian-xu opened 5 years ago

shuijian-xu commented 5 years ago

As I see it, there are, essentially, two approaches to marketing,

  1. defensive marketing
  2. aggressive marketing

Defensive marketing is all about keeping what we have already. For instance, a strategy for reducing churn in our customers could be regarded as defensive because we are deploying techniques to try to keep our customers from being lured by the aggressive marketing of our competitors.

Aggressive marketing, therefore, is trying to get more. By “more” we could be referring to:

1)Capturing more customers

2)Cross-selling to existing customers

3)Up-selling to existing customers

A well-structured strategy involving well-organized and managed campaigns is a good example of aggressive marketing.

shuijian-xu commented 5 years ago

The concept of campaigns is quite simple and well known to most of us. We have all been the target of marketing campaigns at some point. There are three types of campaign:

shuijian-xu commented 5 years ago

Single-phase campaigns are usually one-off special offers. The company makes the customer, or prospect, an offer (this is often called a treatment) and if the customer accepts the offer (referred to as the response), then the campaign, in that particular case, can be regarded as having been successful.

An example of this would be three months free subscription to a magazine. The publishing company is clearly hoping the customer will enjoy the magazine enough to pay for a subscription at the end of the free period.

shuijian-xu commented 5 years ago

Multi-phase campaigns, as the name suggests, involve a set of treatments instead of just one.

The first treatment might be the offer of a book voucher or store voucher if the customer, say, visits a car dealer and accepts a test drive in a particular vehicle. This positive response is recorded and may be followed up by a second treatment. The second treatment could be the offer to lend that customer the vehicle for an extended period, such as a weekend. A positive response to this would result in further treatments that, in turn, provoke further responses, the purpose ultimately being to increase the sales of a particular model.

shuijian-xu commented 5 years ago

Recurring campaigns are usually running continually.

For example, if the customer is persuaded to buy the car, then, shortly after, they can expect to receive a “welcome pack” that makes them feel they have joined some exclusive club.