One -to-One Online Marketing Fo r S m a l l En te r p r i s e s i n Cyprus 9-10 April 2019 Hilton Park Nicosia
ONE-TO-ONE MARKETING One-to-one marketing is a customer relationship management (CRM) strategy emphasizing personalized interactions with customers.
Mass marketing is seeing diminishing returns. In an oversaturated online environment, consumers look for authentic and personalised propositions that offer real, unexpected value.
The personalization of interactions is thought to foster greater customer loyalty and better return on marketing investment.
The growth of technology, including better customer databases; email marketing tools; targeted online advertising; and more precise analytics packages is changing the way we can reach customers.
The concept of one-to-one marketing as a CRM approach was advanced by Don Peppers and Martha Rogers in their 1994 book, The One to One Future. SearchCRM
It puts tools formerly available only to large enterprises at the hands of small companies and start-ups. Today, the question is not why you should start one-toone marketing, but when. Philip Ammerman
LEARNING OBJECTIVES The 2-day Training Session: Develop micro-segments of customers. Design special offers that serve each segment. Use Mailchimp, Facebook Ads and other tools to interact, and measure the results. The Company Visit: Benefit from a full-day company visit where Philip Ammerman helps you develop your online marketing strategy and one-to-one marketing campaigns.
1. Extract, analyse, segment and manage customer data
2. Develop micro-segments of customers, including B2B and B2C segments, domestic and export segments, based on customer demographics and purchase profiles. 3. Design and execute one-to-one online marketing campaigns, including Mailchimp, ZohoCRM, social media, digital advertising, retargeting & remarketing, and CRM or key account management campaigns. 4. Ensure permission to market: provide value; comply with GDPR.
5. Manage online trust and data security. 6. Plan, budget, and measure results.
ABOUT THE PROGRAMME 01
V E N U E & D U R AT I O N Hilton Park, Nicosia 09-10 April 2019 08:45 – 17:30 each day Consultancy Visit: All participating companies are eligible for a 7-hour company visit, during which the trainer will support them in implementing online growth strategies in their company.
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PA R T I C I PAT I O N F E E
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Seminar Cost: € 1,785.00
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VAT: € 339.15
This seminar is fully subsidised by the HRDA for registered employees in Cyprus. Participants pay only the € 339.15 VAT charge.
THE TRAINER Philip Ammerman Philip has designed and implemented CEM, CRM, ecommerce and other tools and systems in SMEs and major companies in Europe and internationally. In addition to his work as a consultant, Philip acts as a manager and board member in several tech start-ups and enterprises.
R E G I S T R AT I O N For registration, please contact: Orestis Votsis Tel. 99-846-805 Email: orestis@navigator-consulting.com Christos Tanteles Tel. 22-889-840 | Email: christos@ccci.org.cy
AGENDA DAY 1 01
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FOUNDATION OF ONE-TO-ONE MARKETING Overview of strategic and segment-based marketing. This includes review of strategic selling, key account management, customer relationship management (CRM) and other methods. It also reviews customer segmentation principles and how current software, ranging from integrated ERP systems to stand-alone CRM systems, and software-as-a-service (SaaS) systems such as ZohoCRM, functions.
CUSTOMER DATA AND SEGMENTATION This module reveals how data can be extracted, consolidated and segmented. The segmentation will include developing consumer (and customer) profiles based on key demographic and psychographic profiles such as • • • • • •
male/female age cohort language and location price sensitivity; prestige sensitivity purchase groups and value chains (B2B, B2C, B2B2C) special experience
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CLEANING AND PREPARING CUSTOMER DATA Customer data tends to be full or errors, double log-ins, misidentification and wrong information. We will demonstrate how to extract, clean and prepare data: • • • •
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Exporting Data Cleaning Data Adding segmentation information Hosting data in databases
MAILCHIMP HOSTING OF CUSTOMER DATA Using online platforms imposes certain limitation in how data is hosted. We will use Mailchimp to demonstrate how online lists (databases) can be handled in conjunction with offline databases. This module reviews: • • • •
Mailchimp list management Adding segments Using and updating lists online Feedback between online lists and offline data
AGENDA DAY 2 05
GAINING PERMISSION TO MARKET: VALUE The key to gaining customer permission to market is to have a high value proposition. This module explores various value propositions for special and tactical offers, including: • • • •
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Special Offers and Tactical Offers Discounts versus Flash Offers Customer Regeneration Campaigns Customer Loyalty Campaigns
EFFECTIVE CAMPAIGNS This module develops a strategic framework for one-to-one marketing, with a focus on B2B and B2C meeting, including a full spectrum of marketing tools including: • Email • Key account meetings • Group meetings/ Focus groups • In-premise marketing • Loyalty marketing • Content marketing • Referral marketing
GAINING PERMISSION TO MARKET: GDPR This module explores GDPR and best practise for small enterprises to date. This module reviews everything a small enterprise needs to do to comply with GDPR. This includes: • • • •
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Sales partner compliance (Affiliates, B2B2C chains, etc) Own compliance Data and data storage requirements Data Protection Officer
ONLINE TRUST AND SECURITY This module provides an overview of threats to online trust and security, and methods of managing against them. The content includes: • • • •
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Data breaches Phishing, Spamming, Identity Theft How to recognise phishing emails Method for securing customer data: encryption, physical access restrictions, online access restrictions Defending against hacking
TOOLS We will demonstrate and use a number of tools during the training session. These have been chosen for their ease-of-use and competitive cost. You don’t need to be an expert in computer programming to use them. All tools are free in demo or freemium mode.
CASES AND METHODS Our training is multisectoral and will be attended by small enterprises from different sectors and segments in Cyprus. Our training content is based on the practical and tangible provision of tools and know-how. We will provide training on the following cases and methods: METHODS • • • • • • • • • • • • •
Customer segmentation and analysis; Setting up a customer database in MS Excel; Automated import of customer data from different sources; Cleaning data and arranging the database; Adding customer segments; Creating lists in Mailchimp; Creating segment-based campaigns in Mailchimp Creating Tactical Offers; Creating Flash Offers and Special Offers; Free Promotion on Facebook; Sponsored Promotion (Advertising) on Facebook; Using Google Analytics to measure results; Calculating Return-on-Investment (ROI)
USE CASES • • • • • •
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Retail point online marketing to women Retail point online marketing to men Customer loyalty campaigns Customer regeneration campaigns Strategic selling and key account management Content marketing: How a professional services provider can gain customers through search and emails Content marketing: How an accountancy or legal services firm gain customers through search and emails Integrating content marketing, search engine optimisation and Facebook or Google advertising
PHILIP AMMERMAN Philip studied at Princeton University, Cornell University, School of Industrial and Labour Relations, and Oxford University, Said Business School. He began his career with Kienbaum and Partner in New York and Dusseldorf in 1991, working on large-scale strategic organisational development projects. In September 1995, he co-founded Navigator with two partners. Since then, he has implemented over 180 projects in 35 countries. Since 1997, Navigator has advised companies and governments on investment-led growth, digital transformation, innovation and related services. pga@navigator-consulting.com LinkedIn: philipammerman Navigator Consulting Group www.navigator-consulting.com ECN Business Intelligence www.ecn-eu.com Centre for Innovation & Entrepreneurship www.innovationcentre.eu Numenor Capital Partners www.numenorcapital.com
Since 2010, Philip has led the Navigator Entrepreneurship Charter, a commitment to support 1 start-up or social entrepreneur between 2010 and 2020. Philip acts as an early-stage angel investor and business mentor. Key achievements as a consultant and start-up founder include: • • • • •
Designing and managing a custom CRM system for an industrial company; Implementing strategic selling systems and training industrial and distribution firms in their use; Excelling in consumer marketing and retail marketing concepts using online marketing; Writing a blog that gained a massive international following during the Greek financial crisis; Managing customer databases, mailing lists and advertising campaigns for major clients and SMEs.
In February 2018, Philip was appointed as Team Coordinator for Greece for the European Bank for Reconstruction & Development (EBRD), and is currently implementing 2 international advisory projects for innovative firms in Greece. Philip acts as regional portfolio manager for Brookstreet Equity Partners, a private equity fund investing in innovative Greek enterprises. He is a non-executive board member of Redfin Capital, an asset management firm, and also acts as an evaluator for the European Commission’s Horizon SME I and II grant scheme. In Spring 2019, Philip is Entrepreneur-in-Residence at the University of Cyprus, Centre for Entrepreneurship.
NAVIGATOR CONSULTING GROUP Founded in 1995, Navigator Consulting provides a range of services focussed on two key areas: investment-led growth, and digital transformation. We are part of Numenor Capital Partners, a group of companies active in professional services and tech. Originally founded in Athens, we have moved operations from London and Athens to Limassol in July 2016. We offer full-stack web development, and also provide seed capital and business incubation to start-ups and founders. www.navigator-consulting.com