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Preview to Part II in the Strategic Intelligence Series
Introduction to Marketing Resource Management (MRM3™)
We all know how “word of mouth” advertising is a powerful force that generates new customers and prospects. Happy customers leverage your marketing activity and drive your profits, whether the product i
s apples or automobiles. Marketing Resource Management (MRM3™) is the concept of using technology to enhance this customer leverage, using it to manage your existing customers and expand your markets. MRM3™ systems enable you to engage your customers in a personal “conversation” using the web, e-mail, and other connectivity technologies. Also known as 1to1 Marketing, we’ll show you how this type of direct communication with your targeted prospects and existing customers enables you to cut through the “noise” from competing media and marketing messages that otherwise overwhelm them.
Multiplying Profits with MRM3™
Given the cost, time and effort required to develop MRM systems and 1to1 Marketing, is it worth it? We will show you that not only does an MRM3™ solution provide exponential benefits to your organization, but the associated 1to1 approach to your market is an imperative – a mandate driven by the expectations of your customers and the marketplace. Quite simply, customers want to talk with you on their terms. Through their buying habits and feedback, they are telling you what products and services they want from your company, and they are telling you how they expect those products and services to be delivered. Are you listening? Using case examples and market research, we will show you companies that have seen the opportunity in MRM and profited from it. You will learn what works, what doesn’t, and why.
Solving the MRM Strategy Equation
There’s a line from a George Harrison song that says “…if you don’t know exactly where you’re going, any road will get you there.” If you don’t have a defined objective or arrival point, any path you choose will successfully take you … nowhere! The key is to employ a planning and development process for your MRM system that will define your objectives, your business processes, and your expected results effectively and efficiently. BIPED™ is the business analysis and development tool that builds MRM systems that deliver on their promise. We will show you how BIPED™ and the State Machine Algorithm™ identify the stages or “states” of customer contacts in your business process, and how these states are then mapped and incorporated into the architecture of your MRM system to capitalize on your customer/client/prospect/lead acquisition cycle.
Your Company is More Than a Sales Force
Every business recognizes a sales force is essential, but it is also an expensive resource when there are a lot of sales personnel on the payroll. An estimated 14% of the U.S. labor force works in sales – that’s about 20 million sales people across all industries! We like to paraphrase the words of John F. Kennedy – ask not what your company can do for your sales force, but what your sales force can do for your company! With 20 million people pounding the pavement (or these days, pounding their keyboards on Electric Avenue, headsets donned, and contributing to the 3 billion phone calls and e-mails daily), there must be a better way to help them target their customers and prospects. Your company is unique. Your sales force is representing your company and driving your sales, so they need to have that same unique edge that allows them to “rise above the crowd.” We’ll show you how BIPED helps to bring the unmatched power of a 1to1 marketing program to your sales force.
Creating Effective Messages & Brands
What do our messages say about our brand? And why has celebrity brand endorsement become so pervasive that it now commands billions in marketing budgets? Tiger Woods is plastered across airports nationwide, and Angelina Jolie puts a face to international relief work. What does this marketing strategy say about an organization’s assessment of customer expectations, and what does it tell prospects about their products and services? Not much. Good news – you don’t have to use this hackneyed approach. Get back to basics. Businesses market products and services because they are the best choice for their customers, and your brand messaging can be more effective by reflecting that fact. We’ll show you how MRM3™ can help you refine your messages by listening to your customers, and how you can then deliver those messages to customers and prospects in a 1to1 campaign that is timely, meaningful and effective.