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Campaign Management |
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The proof for your customer management activities is found in running
programs, campaigns, and promotions. Here is where you find out whether your efforts
have been effective.
The process of conceptualizing, prioritizing,
targeting, developing the creative, contracting, and executing campaign, programs,
and promotions is therefore critical to your ultimate success.
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The Telco Market
Execution Crisis
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Few telcos have been able to come up with a good standardized, well executed
methodology for the control and monitoring of the overall campaign management process.
Instead, there are many, many
people and groups (sometimes hundreds), all creating, developing, and executing
programs, campaigns, and promotions any way they like with little regard for
what anyone else in the organization is
doing. The result is a cacophony of conflicting programs, contradictory market messages,
and an incredible level of duplication of effort and wasted marketing dollars.
While high profit margins and the lack
of serious competition made such inconsistencies acceptable in the past, today's
market requires that something be done about this chaos
— and soon!
The challenge is to find some way to
consolidate efforts, standardize approaches and, in general, get focused and pointed
in the same direction, without robbing the individual groups of their own particular
strengths, perspectives, and budgets.
In other words, management must deal
with the same kind of problem that the cowboys of the Old West faced when trying
to move a great number of cows and horses from their untamed state in the wilds
of Texas to the markets where they could generate the most value. For the cowboys,
the ultimate solution to this challenge was the cattle drive.
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The -TrailBlazer
Marketing Approach
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Realizing the chaotic state of telco program,
campaign, and promotion development, has put together a best practices-based
methodology for correcting the weaknesses that the current approaches engender,
while at the same time creating a roadmap to a more disciplined, well-managed, and
focused marketing future.
Our -Marketing TrailBlazer© Approach
is the only comprehensive approach designed to provide telcos with a clear blueprint
for renovation and migration of existing marketing practices into the more focused,
intelligence-driven, closed-process marketing activity.
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Key to the
-Marketing TrailBlazer Approach
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The core concepts that underlie the -Marketing TrailBlazer approach
are simple and straightforward:
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Each department, division, and group (with
a few exceptions) that currently has a marketing budget, and has it for a reason,
should continue to manage those budgets and activities.
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The core issue for telco marketing activity will not be solved by changing
who manages the budgets, but by how.
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Each group has different needs when it comes to program, campaign, and
promotion development and these needs should be recognized and respected.
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There is, however, an overriding need that the overall organization has
for:
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Streamlining the processes wherever possible to reduce costs
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Consolidating redundant activities
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Injecting certain levels of consistency and quality into all activities
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Assuring that all activities leverage the power of the brand and contribute
to brand equity as one of its core missions (in addition to its tactical requirements)
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Standardizing the effectiveness of any activity (assuring a certain level
of return on investment)
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Guaranteeing that all activities collect intelligence about customers,
approach effectiveness, and activity efficiency (closed loop processes) so that
all groups and management become smarter and better informed each time a program,
campaign, or promotion is run (intelligence momentum)
The -Marketing TrailBlazer approach
honors each of these principles and enables the organization to accomplish all of
the stated objectives.
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Overview of the
-Marketing TrailBlazer Methodology
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The -Marketing TrailBlazer Approach is series of processes, checkpoints,
and gateways, which guarantee management that practitioners are making the best
decisions, at the best time possible, and are leveraging as much historical information,
market intelligence, segmentation, and customer identity information as possible
to get the absolute best return on marketing investment. The major phases and steps
in the methodology include:
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Program Roundup
Creativity, team building, and due process guarantee that all the best ideas are
considered for inclusion in the marketing process
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Thinning the Herd
Ideas are prioritized and those with the most potential are forwarded for further
consideration
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Targeting
Decisions are made about which products will be offered to which market, making
the most informed selection possible by using segmentation, modeling, and other
market intelligence
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Funding
Sponsorship and needed funding are secured to make the drive to market
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Recruiting
The team of experts is assembled that will be responsible for developing the program,
campaign, or promotion
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Message selection and tuning
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Media and channel selection and pricing
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Market selection - fine tuning the market targeting and results forecasting
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Margin development - reviewing and selecting price models
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Creative development and testing
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Management of the entire process
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Delivery testing, sampling, and final forecasts
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Production costing, negotiating, quality assurance, and creation
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Delivery costing, negotiating, quality assurance, and creation
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Tracking and monitoring
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Follow-up and feedback
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Value Propositions
for Telco Marketing Management
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For the telco management, the need for
a systematic, well controlled, value based, closed loop marketing discipline is
clear. Standardization of methods and implementation of disciplines can only help
to:
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Reduce overall market expenses
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Increase overall marketing effectiveness
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Eliminate
marketing message redundancy and market confusion/conflict
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Create trackable measurement criteria
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Provide meaningful and enforceable KPIs
for department and project budgets
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Inject brand leverage into all marketing
activities
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Improve brand equity and investment
value return on investment
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Improve customer loyalty and affinity
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Reduce churn
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Improve results from all program, campaign,
and promotion activities
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Inject customer intelligence into all
decision-making
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Offerings
for Telco Marketing Management
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can help with upgrading your program, campaign and promotion development
activities. These include offerings from the highest level (professional, disciplined,
accountability-based marketing practices) to the most tactical and immediate level
(conceptualization, design, and execution of specific, focused, intelligence-driven
marketing activities).
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High level offerings
Overall management, budgeting, and monitoring of marketing disciplines
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-TrailBlazer training and indoctrination
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-TrailBlazer roadmap development
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-TrailBlazer assessment and evaluation
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-TrailBlazer migration and implementation
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-WAR methodology implementation
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Tactical offerings
Specific practices in the areas of interest to your organization. Skills enhancement
and incorporation of intelligence-based best practices
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Campaign development overall process audit and assessment
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Campaign conceptualization and prioritization
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Campaign targeting
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Creative development for print media (layouts), Internet (Web sites),
and phone solicitation (scripts)
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Campaign development (message, media (channel), monetary (price), and
method development
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Campaign execution discipline
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Campaign tracking and evaluation
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Direct marketing and campaign management best practices implementation
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Objective specific offerings
End-to-end specific programs, campaigns, and promotions to support specific market
objectives
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New customer acquisition (startup and new market penetration)
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Predatory acquisition
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Revenue enhancement
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Cross-selling and bundling
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Churn prevention and management
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Customer winback
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Training, vision development and consensus building
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-TrailBlazer introduction and training
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WAR methodology training
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Best practices in marketing
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Best practices in direct marketing
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Best practices in creative development
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