1. Many marketers have the challenge of marketing to customers who only make one big transaction a year; they’re unsure of what to sell and how to promote but want to make sure that they are in consideration whenever the recipient is in the market again. My suggestion is to keep the recipient engaged with information, good customer service and useful tips. Here are a few examples from different industries.

    Your customer has just purchased a vacation trip, start by asking for feedback about their trip, offer lifestyle and food tips from other destinations. Make email communiqués reminiscent of the travel channel – offering a get away with every newsletter. Include information and numbers that they can call about destinations but don't force them to buy, simply remind them that you are there.

    Your customer has just purchased a large piece of furniture; follow up the purchase with a sincere thank you. Then ask them to send you pictures or feedback of how they like the purchase, how it fits with their existing décor. Keep communicating with them offering design tips and ways to spruce up their home. Share stories of how other people have transformed their homes with similar/ complimentary products. Keep them in their same segment but offer smaller gifts that may be perfect for their friends and family.

    A customer makes a large financial investment – a bond or CD. Like the furniture purchase, thank them and then keep them abreast of what is happening in the market. Engage them in a dialogue by getting them to share information about their family, their financial aspirations and how you can help them get there. If you keep them engaged they will pay attention to your communiqués including your offers.

    Whatever your industry, start building up your social content by soliciting feedback from your consumers after they transact with you. Leverage this feedback in all of your messages as other consumers make decisions based on real feedback.

    Regardless of the industry or purchase, the key is to keep people engaged with content that they perceive valuable and applicable to their daily lives… regular interaction could be your answer.

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  2. Here are five best practices that work for marketers to convert their prospects into buyers, and then repeat buyers - basically fans that start following the brand with a passion.

    1. Making a connection - Target people with their preferences. If they have not provided you with preferences, then give them options via an email, social media, or a direct mail piece. Watch what they prefer, and add that to their preferences. Use this information to create targeted offers for them.

    2. Try to create a memory - Make sure that your copy and image are interesting enough for the recipient to remember what they were looking at. Also, make the call to action stand out. In an ideal situation the recipient will click through to purchase. If not, coax them to review your offer or even perhaps add the offer to their shopping basket which you can store for them.

    3. Provide a trigger - Let people purchase a tangible asset from you. Even if this is a small purchase, it is a foot in the door. Solicit their feedback, their opinion, and seek additional preferences. So even if you don't get the sale or connection, try to get them to engage with you a little more.

    4. Follow up with more - Use the information provided to create a second order. Do this within 45 days and you will be well on your path to moving the one time buyer into a repeat buyer. Leverage this information to thank them and make them another offer within a 30 day period.

    5. Keep score - Look at your results in real time. Test out offers, headlines, & prices. Listen to the buzz on social media channels. Keep an eye on your numbers and use this to come up with dynamic offers.

    Marketers look at Recency, Frequency, Monetary values to make offers for prospects. Recency offers a great opportunity to re-engage fans, customers, or even prospects driving them towards more from your organization.


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  3. The consumer allows you to capture their interaction with you, they expect you to remember their preferences, but most of all they want you to safeguard their data.

    I have credit cards from Citibank and Chase, an online account with Amazon, and the list goes on. All these businesses know me, and I trust them with my information. In return, I expect great service and my information to be stored securely.

    The news about the Target data breach and other breaches are obviously areas of grave concern. ‘Not much,’ is what some experts are saying, but the thing we need to be careful off is that this information doesn’t get used against you in the form of personalized spear phishing.

    What is Spear Phishing?

    In the world of online, spear phishing is where a spammer leverages legitimate information to trick the recipient. Their bait can appear to be from a recognized person or company. Or you could get an email addressed to you asking you for additional information. If the sender can target the email to your needs, include personalization and grab your attention, they can trick you into doing a lot.

    Savvy spear phishers add a multi-channel twist incorporating calls, verifying your address (or where you bank, where you shop or kid’s schools), they send the promised follow-up email, incorporate letters – anything to get your attention.

    Try to avoid phishing by maintaining consistent branding in your communiqués, stick to a few from fields, give your recipients a way to audit your transmissions and, most importantly, train your front line to answer questions about your email program.

    Remind the consumer that you will not solicit secure information like social security numbers, account numbers, or credit card information from them via email.

    Finally, keep in mind that spammers continue because people routinely fall for their tricks - education is key, so do your part for your recipients.


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  4. You need to come up with a plan on how you can communicate with your consumers via email, mobile, and social media. To keep the user even more engaged you need to make sure that all three channels are truly driving a relevant two way dialogue. Here are five things you could do to make sure that you are communicating in coordinated fashion.

    1 - List Channels and their Purpose - You use email for offers, updates, and transactional messages. You may be using mobile for offers, alerts, and transaction receipts. You use Twitter for customer service, Facebook for engagement, contests, and your blog as a repository for information. Create a grid where you list each channel (or sub-channel) and what the purpose of each channel is - so you know where you’re making contact with your customers and prospects.

    2) Who is your Consumer? (customer, member, or prospect) – Ask different people in your organization who they think they serve and build a persona for each profile/ type. For instance, Jill is 30 and single; Brad is 45 and married with two kids; Ed is 65 and married. Put together information about each type including how you should communicate with them, map this information with your subscribe page, preference collections and surveys to insure you are capturing information effectively.

    3) Write your Script – Think about messages to help you fulfill the purpose of each channel. Think about the person and how you would communicate with that person over that specific channel. Think about ways you can drive people from one channel to another. People may not buy instantly, you may need to guide them through a series of messages before you can get a sale. List those use-cases and group them together.

    4) Test your Message – Will the message you’re sending appeal to your core groups? Will Jill respond, or is this message designed more for your Brads and Eds? Make sure you’re segmenting based on content/ offer epically for the top portion of your list.

    5) Don’t forget about Growth – Using the combinations created; determine how to attract more consumers like them from both your existing base as well as new prospective consumers. Think about what motivated each type to give you their contact information. Leverage this information to create compelling reasons as to why your consumers should provide you with their contact information. Do this across channel. Keep it engaging. Keep soliciting feedback. Alter as necessary.

    Remember to engage with your recipients as often as possible, and never forget to factor all possible places they could interact with your brand

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  5. Mobile: Connecting Consumers and Financial Institutions
    Five key things drive mobile – authentication, payments, banking, messaging, and preferences. Case studies from leaders show us what your FI needs to do to drive success.
    Mobile empowers the consumer who uses the device for a number of reasons. From email, to participating on social networks, to price look ups, to directions, to playing games – the consumer does so much more with their mobile device in addition to using it as a phone!
    Brands are making the consumer more comfortable with how they use their device and here are five key drivers of mobile that will shape consumer interaction.
    Reduce Mobile Complexity

    I – Authentication
    We use our mobile device for travel. The TSA (transportation security administration) accepts your electronic ticket on a mobile device as a way to let you into secure airports. From multi-step authentication to innovation in haptic technology the mobile device can be leveraged in a number of use cases.
    II – Payments
    PayPal, Starbucks, and a few progressive financial institutions are using the mobile device to exchange money. You can even transfer minutes on a phone into units of currency in some parts of the world. The technology is available, and being driven by the needs of the mobile (on the go) consumer. What financial institutions need to be wary off is that a retailer like Starbucks is actually training consumers on what to expect via mobile. Is there a reason they are “green” and their name is “Star Bucks?” Oh, and just a couple of days ago Amazon announced an alternative to Square!
    III – Personal Financial Management
    Instant access to all our accounts via aggregation services, what-if calculators, and the ability to “bank” using mobile devices are important considerations as financial service providers continue to re-tool their mobile consumer engagement strategy. The key to success is ease of use, managing complexity, and instantaneous access to information.
    IV – Messaging
    Wells Fargo, Best Buy, and even the local Redbox movie rental kiosk offer you a receipt in near real time – delivered to your mobile device. The consumer almost expects the receipt to come out as they are completing their transaction. We can make this receipt powerful by better visual design, reducing extraneous information, and personalized relevance.
    V – Preferences
    Innovative grocery stores do a very good job by offering their consumers coupons delivered via mobile. This helps reduce the amount of “clutter” and more importantly it can be used to track the consumers favorite transactions. Why should a consumer have to tell you what they like over and over? Transactions can be pre-staged on mobile devices before to shorten time to serve.
    Simplify, Make it Intuitive, Become a Concierge

    How do you define your mobile strategy?
    Here are seven important considerations as you build or perfect your mobile strategy:
    1. Who do you serve – consumers, businesses, both?
    2. What is your value proposition?
    3. What technology partners do you choose?
    4. How do you leverage the (small & on the go) mobile screen?
    5. What is the risk if you wait?
    6. How do you pick pilots?
    7. Do you have a three-year road map?
    Your mobile strategy has to be more than an app. Your mantra should be – Intuitive, Reliable, and Relevant! You have an obligation to manage complexity. Consumer experiences have to be simplified!
    Mobile can be a financial institutions best friend; a way to help you execute a superior mobile strategy.

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