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It is extremely important that an entrepreneur create a customer profile so the target market of the business is clearly defined. The target market is formulated by an entrepreneur when starting a new business or introducing a new product into the marketplace. The marketing plan section of the business plan contains detailed information concerning the target market. A customer profile is created by selecting demographic and psychographic characteristics that reflect a customer who will most likely purchase the product or service. The target market is then continually monitored and analyzed for significant changes so the product or service can be altered if necessary. That is our focus on this edition of, "The Strategist."
Finding the right question is more important than chasing the right answer
For almost two decades, brothers Jeffrey and Bryan Eisenberg have been recognized by their peers as authorities in marketing optimization, analytics, and customer-experience design. While deeply grateful for their success, they remained unfulfilled by unanswered questions. The two most common troubling questions asked by executives and entrepreneurs were, “What is the secret to selling more?”, and “Why doesn’t my team get it?”.
What is the Buyer Legends Process?
Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer.
This process aligns strategy to brand story to the buyer’s actual experience on their customer journey.
These easy-to-tell stories reveal the opportunities and gaps in the customer’s experience versus the current marketing & sales process.
These legends communicate the brand’s story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom.
Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.
We welcome Lydsay Bayuk, Director of Product at Infusionsoft, to discuss their 2014 Small Business Market survey.
They surveyed nearly 850 American small businesses — half were Infusionsoft customers, half were people who had never used Infusionsoft. They worked with Audience Audit™, a research provider that specializes in attitudinal segmentation, to craft a series of attitudinal questions in order to gain a deeper understanding of the modern small business.
The results were stunning — despite the many similarities in terms of gender, income, company size and more, we found dramatically different opinions about what it means to be a small business owner. They segmented them into four attitudinal—based profiles: Freedom Seekers, Passionate Creators, Struggling Survivors and Legacy Builders.
Jim and Jennifer welcome Dr. Dan Geller to the show. Dr. Geller is an experienced researcher and analyst, and an expert in statistical modeling. He developed the Money Anxiety concept and index after observing how a combination of economic indicators and factors impacts consumers' financial behavior. Specifically, he observed how financial anxiety impacts the saving and spending patterns of consumers, and the impact such changes in financial behavior have on the economy. Based on these observations, Dr. Geller developed a new segmentation method called Behavioralogy, which defines the financial behavior of consumers during various levels of financial anxiety. Behavioralogy identified six types of financial orientation: Mattress Money, Durable Diet, Power Play, Tiny Treats, Rate Race and Castle Craze. Dr. Geller is frequently featured in national and financial publications, such as The Wall Street Journal, The New York Times, Bloomberg/Newsweek, and has appeared on CNBC, Fox News Radio, and numerous regional programs. Dr. Geller earned his Ph.D. in Business Administration from Touro University, and has published numerous peer-reviewed studies in professional publications. Website: http://www.moneyanxiety.com/
Mary Mussard is my guest. A graduate of The John E. Anderson Graduate School of Management at UCLA, Mary has over 20 years of experience in marketing, operations and general management in the private and public business sectors. She is a strong and diversified professional skilled at initiating and developing solid business relationships, win-win solutions and produces results while maintaining focus on the bottom-line. Mary possesses distinctive expertise in formulating multifaceted strategies and deploying ERP and CRM solutions to support overall business objectives. She is a positive, energetic and passionate person with numerous successes in P&L turn-a-rounds, high ROI marketing campaigns, several business, technology and marketing related awards and significant increases in customer satisfaction ratings.
A hands-on Business Executive and Marketing Expert with a solid background of accomplishments in profit generation within sophisticated corporate environments in diverse industries. Considerable expertise in Strategic Development, Branding and Positioning of enterprises with rapid growth and substantial return on investment. A uniquely qualified leader with diverse skills in Marketing Strategies, Sales, Client Relations, Product Development, Finance, Personnel Development, Segmentation, Data Base Marketing and Administration. Expert in utilizing Social Networking and New Media to optimize national and global market penetration. Institute Digital Solutions, achieving organization-wide standardizations and efficiencies to ensure cost-effective operations and drive sales for continuing, robust business growth and retention.
Throwing Down with National Pro Fastpitch (NPF)
Nashville, TN - February 5, 2014 - We have a great show for you this week! Host Barbara Jordan will interview USSSA Pride Pitcher Cat Osterman in the first half of the show and Team Owner of the Chicago Bandits, Bill Sokolis in the 2nd half of the show.
Throwin Down with the NPF will air live every 1st and 3rd Wednesday at 7:00 pm CST (8:00 pm EST) each month. Your host Barb Jordan will discuss news from around the league, provide pre-season and in-season updates, and conduct interviews with various representatives and players from the teams, sponsors, corporate partners, league officials, and suppliers.
Listeners are always encouraged to call in ask questions on the current show topics and can also follow along live in the show chat room which will open 15 min prior to each show as well stay open 15 minutes after the show.
This weeks show is brought to you by Boombah, the Official Uniform of National Pro Fastpitch and Espro Clean, Co-Sponsor of the 2014 NPF College4 Draft.
2014 NPF Championship Series - Buy Tickets Now!
National Pro Fastpitch - www.profastpitch.com
Paul Gordon is vice president of sales for Rymax Marketing Services Inc. Rymax supplies casinos with player loyalty programs. Some of their services include player profiling and demographic-specific product offerings, website hosting and management, promotional marketing, redemption and popularity reports, player surveys, and current program and event analysis. Gordon brought 25 years of industry experience to Rymax, along with segmentation and concentration strategies to initiate trial, create long-term loyalty and appeal to the shifting player demographics. Rymax' aims to draw traffic to their customer's property, increase share of wallet from players and set their customer's player’s club apart from the competition by driving loyalty through brand- name rewards at manufacturer-direct pricing. Tune in as Gordon discusses how he applies these strategies to achieve goals in the gaming industry.
Join Author, Life Coach, Business Coach Genevieve Flight as she interviews William Trout.
Will Trout is an innovator who happened to fall into banking. His interests center on mobile banking and payments, the FinTech scene, customer analytics and segmentation, and Personal Financial Management.
After 15 years in the business, most recently as product and segment director for affluent clients at BBVA, he co-founded the Bank Innovators Council to help banks develop and test new ideas outside the day-to-day confines of their operations and in ways they could not do alone.
He empowers banks to better serve their customers, and he does that from the inside out, by helping banks and their executives transform the platforms and processes through which they do business.
Connect with Genevieve Flight on LinkedIn
Connect with William Trout on LinkedIn
Challenging Our Own Segmentation
Are you enjoying the expansion of your desires…”and you shall have dominion over all things…”yet do you have dominion of your physical and nonphysical self? You were sent to create…that all might have life. As we explore the essence of building capital on our journey through this plane of existence…how can we release ourselves from the fears we have created and focus more on our purpose and passion? We must begin to build from the inside out. Join us as we begin an eight part series on building capital starting at the spiritual core. We begin where we began. Join us and allow your soul to consciously comprehend the unique inner and outer aspects of your being and the alignment needed to fuel your passions.
FEATURED GUEST: Shannette Slaughter is the author of a new book called Just Cause I: Moving from a mundane existence into Deliberate Wholeness. Learning how to connect to the Macro cycles of life so that we can begin to affect the changes that occur rather than being affected and feeling powerless. The Journey within soul, reminds us that our passion is our unrealized potential beckoning to be expressed. When we are organized and deliberate, we express our passion in a loving and righteous way. When we are unorganized and underdeveloped, our passion gets suppressed and we “act out” rather than “create.” Just Cause is the manual that moves each of us to understand our connection to humanity without ignoring our struggle and contribution as a people. “In spite of our potential we remain on the peripheral of all society. Our enslavement, colonialism and imperialism has blocked our view and made us short sited. We must move from the passenger seat of our lives into the driver’s seat. There is no better day than today-now. We have everything we need to do what ever we need to do. The work now is getting rid on those things that no longer serve us or humanity as a whole.”
Thursday August 15 @ 7:00 PM Guest: Janice Dru Subject: Building Valuable Communities GUEST”S BLOG TALK RADIO URL LINK
Janice Dru is a seasoned marketer and entrepreneur, driven to bring together people in ways that create tremendous value.
Janice has created Inkwhy, Inc. (I need knowledge, what have you?) A web site that presents a series of products, applications and service offerings that integrate e-commerce, e-advertising, online bidding, social networking, user-generated content, business intelligence and business analytics to optimize search results that match.
She has established multi-touch campaigns, identified and introduced integral tools and pioneering technologies, crafted branding roadmaps and value propositions, as well as conducted client segmentation and competitive analyses. A strategic thinker with ground-breaking ideas tied to the passion and talent to implement them, Janice also develops strong, high-impact relationships with her team members to help them excel at achieving their goals and follow a unified vision. A graduate of Princeton University, Janice has completed professional coursework in public speaking, social media, leadership and management skills. A robust user of LinkedIn, Facebook, and Twitter, she is intrigued by the nexus of digital and social media initiatives with corporate culture and branding. Janice Dru can be reached at email@example.com & (267) 243-8498 and inkwhy.com Join Ronald and guest Janice Dru on Thursday August 15 at 7:00 PM to discover how she champions each of us -- your value, my value, and the value of humankind. I need knowledge, what have you?
"Call" centers are now "Contact" centers, with multiple channels a client can connect with you and your business. Special guest, David Raia, will be joining us as we examine this new world and discuss the following:
Identifying and selecting Key Performance Indicators for multiple channels Tracking Multichannel Metrics - Tools and Tricks Efficiency (Cost) and Effectiveness (Quality) Balanced Scorecard Groupings in a multichannel Center Calculating Multichannel Occupancy and Utilization to avoid Double Counting Robbing Peter to pay Paul - Utilization overlap and the impact of Overtime Cost per Contact - The Final Frontier David Raia bio:
Mr. David Raia is highly regarded in the industry as a Contact Center Operations Improvement Specialist. He began his consulting career in 1995 and has spent the past 15 years successfully driving a variety of complex Contact Center Optimization engagements across Federal Government and Fortune 500 companies in the United States and Canada.
He has successfully delivered People, Process and Technology Improvement projects for Contact Center functions that include: Sales and Service, Credit and Collections, Campaign Management and CRM Strategies and Tactics. He and his project teams have met or exceeded Business Case commitments in each completed engagement. His areas of expertise include Virtual Consolidations, Market Segmentation, Contact Management, Quality Assurance, Agent and Supervisor Training, Reporting and Performance Management and related workforce optimization.
Mr. Raia has been a featured speaker on many of these topics at a variety of national Contact Center and Management Seminars.
Michael is a principal at Strativity Group, the leading consulting firm focused exclusively on customer experience management, the science and art of helping companies become more profitable by become more customer-centric. Michael is an expert in building the business case for investments in customer experience and in identifying the key drivers of customer loyalty. At Strativity, Michael has worked with a wide array of Global 1000 and emerging companies in the Financial Services, Health Care, Logistics, Automotive and Retail industries.
Michael joined Strativity Group after helping to lead the transformation in the customer experience at American Express, where he was Director of Customer Experience for almost four years. Some of Michael's accomplishments at American Express included: transforming the customer metrics and incentive structure to increase the focus on customer experience, identifying the key drivers of customer loyalty at both the process and the product level, linking customer loyalty to business outcomes, and developing and managing American Express’ differentiated care strategy.
Prior to working at American Express, Starr was a consultant at Bain & Company where he worked on a variety of operations and customer segmentation strategy projects, including one that improved the customer experience in general servicing for a leading credit card issuer in the United States. Starr completed his undergraduate degree at Columbia University and earned his MBA from the Graduate School of Business at Columbia University.