Mais conteúdo relacionado Semelhante a Know your market, Know your customers (20) Know your market, Know your customers1. know your how to sell when no one wants to be sold JOE SULLIVAN| MARKET INSIGHTS © 2011 Market Insights customers know your market Tennessee Bankers Association | Feb. 10, 2011 2. Restating the Obvious: THE WORLD HAS CHANGED so have your customers, your markets, your competition, your challenges, and your opportunities © 2011 Market Insights 5. “ The current financial crisis has saddled banks with many burdens, not the least of which is a wave of government regulation not seen since the 1930s.” Source: ‘Riding the Regulatory Wave’ BAI Banking Strategies - September 1, 2009 © 2011 Market Insights 6. Meanwhile, Consumer Expectations are Growing Brands are barely keeping up with consumer expectations now. Every day consumers adopt and devour the latest technologies and innovations, and hunger for more. Smarter marketers will identify and capitalize on unmet expectations. Those brands that understand where the strongest expectations exist will be the brands that survive - and prosper. From: ‘10 Branding and Marketing Trends for 2010’ By: Robert Passikoff, President of Brand Keys © 2011 Market Insights 8. taking advantage of opportunities requires strategic choices and strategic action © 2011 Market Insights 9. “ Community and regional banks face a series of daunting challenges, but there is ample opportunity for those that pursue strategically aggressive approaches in marketing and branding and that differentiate meaningfully. These banks will break out of the sea of sameness and become leaders in the community banking landscape.” David Ascher, Transom Consulting Group © 2011 Market Insights 10. 1. Know your customers 2. Know your market taking advantage of opportunities in today’s marketplace requires that you JOE SULLIVAN| MARKET INSIGHTS © 2010 Market Insights 11. © 2010 Market Insights know your customers 12. how much do you really know? © 2011 Market Insights 13. we are the bank for ___________. © 2011 Market Insights 14. we are not the bank for ___________. © 2010 Market Insights 19. © 2011 Market Insights know your market 23. © 2011 Market Insights customers vs. market 25. targeted marketing: adopt & accommodate target market segments © 2011 Market Insights 26. It’s all about focus (and choices): targeting specific market segments who live in a defined geographic market area, that have certain delivery channel preferences & product needs , and can easily see and value how we’re different from our competition. © 2011 Market Insights 27. alignment © 2011 Market Insights customers needs values preferences products delivery channels messages people services experience 28. “ One of the most powerful principles in building a brand is focused alignment. The result of alignment is coherence; the result of non-alignment is wasted resources.” Marty Neumeier, Zag © 2011 Market Insights 31. characteristics of strong positions: strong positions are differentiated & relevant ; they communicate value in a meaningful way; and they inform the entire customer experience. © 2011 Market Insights 32. strong positions are not generic, broad, hollow, easily replicable, easy to develop, or easy to deliver. © 2011 Market Insights 33. what action steps need to be taken to move from your current position to your new position? © 2010 Market Insights 34. “ I don’t think you can be very successful in leading your company on a path to growth if you don’t pay a lot of attention to the market you serve and how your company markets itself…a leader’s vision for the future of the company must be based on a clear understanding of what is happening in the marketplace.” Ray Davis, CEO of Umpqua Bank © 2010 Market Insights