From the Retail Merchants Association Training Center: This 2-hour marketing overview course was initially taught on Friday, February 24, 2012, by RMA's director of marketing, Sally Witzky. Additional course dates forthcoming. The Retail Merchants Association is a Richmond, Virginia based trade organization which has been helping retail businesses since 1906. For more information, visit http://retailmerchants.com.

1. Today’s
Marketing
Purchase
Funnel
A Marketing 101
Foundations Course
Trainer: Sally Witzky
© 2012 Retail Merchants Association. All rights reserved.

2.  Many traditional marketing
methods have changed due to
mobile/social technology and
related applications
The Reality We Face

3.  More importantly, how
consumers’ learn about, shop
for and buy products and
services continually evolves
The Reality We Face

4.  Marketers are increasingly
challenged to keep up, and even
the best of us find it difficult to
continually stay current
 Speed: 3 Months = Like 3 Years
Used to Be
The Reality We Face

5.  The old purchase funnel is no
longer so LINEAR!
 The basic tenets still apply but
there’s no right or wrong
path to purchase for the
consumer
The Reality of Channel Choices

6.  The consumer is definitely in
control. THEY CHOOSE.
◦ It’s their media
◦ Served up when they want
◦ In the way they want it
◦ On their favorite device or monitor
The Reality of Channel Choices

7.  Marketers are forced to be where
their customers are and cover all
the bases
 And that adds both difficulty and
cost
 Small businesses are challenged
the most to compete as
consumers “gorge themselves
on media and adapt to the
newest, ever-changing
technology”
The Reality of Channel Choices

8. The Linear
Path
Let’s set the foundation for
understanding the consumer and
related media choices
© 2012 Retail Merchants Association. All rights reserved.

9. Awareness
Familiarity / Opinions
The buyer
Consideration /
Inquiry
goes through
Compare /
a process that
Shopping leads to the
Test /
Trial
final decision
to purchase
SALE CUSTOMER ACQUISITION
What inspires the consumer?
It’s important to understand the linear approach.

10. Awareness
Familiarity / Opinions
The marketer
Consideration /
Inquiry
uses the
Compare /
“right” media
Shopping to lead the
Test /
Trial
buyer through
the process
SALE
What’s the “right” media?
It’s important to understand the linear approach.

11. Awareness
TV / Radio
Familiarity / Opinions Print / Outdoor
Consideration / Website / Online
Inquiry
Direct Mail / Email
Compare /
Shopping
Store Visit / Social
Salesperson /eCommerce
Test /
Trial Consultation
SALE SALE
What media supports selling process?
It’s important to understand the linear approach.

12.  So you made a sale – now what?
 What happens after the sale?
 How has the marketer allocated
their marketing budget for
acquisition vs. retention efforts?
 You must know what efforts will
give you the best return on
investment
Understanding the 80-20 Rule

13.  The last thing you
want to do is lose a
customer you spent
so much time,
money and effort
trying to find and
convert to a sale
Understanding the 80-20 Rule

14. Once you’ve acquired a
On-
boarding
new customer, you must
develop a strategy to keep
Loyalty them.
Programs
Cross-sell / How do we keep our
Upsell
customers?
Advocates / Referrals
CUSTOMER RETENTION
Mission Critical: Post Sale Marketing
Often forgotten: Activities to keep customers coming back and sending referrals

15. Welcome / Appreciate
On-
boarding
Phone Calls / In-Person
Social / Mobile Connects
Loyalty
Programs
Direct Mail / Email
Cross-sell /
Experiential Events
Upsell Relevant Offers
Ask for referrals
Advocates / Referrals
CUSTOMER FOR LIFE
What media do we use?
Building relationships not any different than maintaining a marriage.

16. Putting the
two together
Customer Acquisition
and Retention
© 2012 Retail Merchants Association. All rights reserved.

17. CUSTOMER ACQUISITION SALE
Awareness
Familiarity / Opinions On-
boarding
Consideration /
Inquiry Loyalty
Programs
Compare /
Shopping Cross-sell /
Upsell
Test /
Trial
Advocates / Referrals
SALE CUSTOMER RETENTION
Putting the Picture Together
Your marketing plan needs to account for it all

18. Let’s talk
about today
Linear vs. _______________

19.  Again, customers still go through
a buying process
 But the media they use depends
on, well, everything and
anything
 Where are consumers spending
most of their time?
 Where are YOUR CUSTOMERS
spending most of their time?
Know thyself
Know thy customers

20.  Most importantly, don’t just be
talking thinking they are
listening to you
 Develop a content strategy
that is nothing short of
relevant
 If you do not know what your
customers want from you, ASK.
Be relevant

21.  Be prepared to listen. And
listen intently.
 Then surprise and delight them
Be relevant

22. Thank you.
Direct questions to:
Sally Witzky
Director of Marketing
http://retailmerchants.com
© 2012 Retail Merchants Association. All rights reserved.