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13 Cards in this Set
- Front
- Back
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Stages in the planning process |
1. Behavioral Databases 2. Valuation 3. Creating/Delivering Communications 4. Allocation of Resources 5. Evaluation
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Step 1: behavioral databases |
(means of developing customer understanding -demographics, psychographics, behavior/usage, geography) (customer aggregation -present customers, competitive customers, emerging users)
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customer aggregation |
groupings based on behavior |
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Step. 2: valuation |
(purchase dynamics/share of requirements -what's currently happening? how much of this segment's business are we getting now -What could be happening? -income flows) (behavioral objectives -present customers: retain, grow/migrate -competitive customers: trial usage, total switch, special usage -emerging users, trial usage, total program) |
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Step 3: Creating/Delivering Communications |
Brand Knowledge: brand network, brand contacts |
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brand network |
what people know about the brand |
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brand contacts |
where the information/perceptions come from |
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Step 4: allocation of resources |
(timeframe: - business-building - brand-building) (Forecast -estimated return on customer investment -How much will i get back in return for what I spend?) |
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business-building |
short-term (usually 1 year or less) -sales promotion, event marketing, some direct response |
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brand-building |
longer-term -advertising, public relations, some direct response, some sales promotion
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Step 5: Evaluation |
-Measurement of Incremental Returns: actual return on customer investment -What you learned this time gets cycle back to refine planning for next time |
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Communications model |
encoding, decoding, field of experience |
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communications objectives |
message = information, incentives = rewards for behavior |
