When you are starting out you will may want to trial some of our communications products to see what works for you prior to linking them into a full marketing database.
For this reason, we have given you the option to capture your responses into the following Stand Alone Databases:-
These products are best accessed by Registering with CareAbout and using them through your website's "My Webtools" functionality
There will however come a point where you want to consolidate all this information into a database that helps you to :-
We use Sugar CRM as the open source online tool to deliver marketing, Sales Pipeline and Contact Management under one roof and we connect your Website directly to Sugar CRM so that leads generated via your website are automatically captured as Leads in Sugar.
This case study is for illustration purposes. It looks at three target markets for a car dealership, and takes you through the whole communications process.
|Product||Benefits||Target Market||Interaction||Capture Response||Sales Stages|
|Hatchback||Street Cred, Bang for Bucks||Young Males||Invite to Show Room||Drive traffic to web pages that communicate the benefits, capture prospect's details, express wish to view car, telephone follow up||Sent Letter, email etc, Visited website expressed interest, viewed vehicles, made choice, price agreed, cash or finance arranged, sales closed, Won or Lost|
|Family Car||Safety, Economical, Space||Mother and Father||Invite to Test Drive||Drive traffic to web pages that communicate the benefits, capture prospect's details, express wish for test drive, telephone follow up||
|Sports Car||Looks, Power, Handling, Brand Status||Well Off||Invite to Track Day||Drive traffic to web pages that communicate the benefits, capture prospect's details, express wish to attend track day, payment procesing, telephone follow up||Sent Letter, email etc, Visited website expressed interest, track day, made choice, price agreed, cash or finance arranged, sales closed, Won or Lost|
We are now building a database that is segmented by products and target markets, so we send family value type communications to people who buy family cars, and do not waste our money sending expensive sportscar literature to those who cannot afford a sportscar
As we learn more about our customers, and interact with them at events, we will begin to identify that the world is not that simple. Further that certain target markets do not behave in the way that you expect. For example whole families may turn up at the track days, it may be that some of the young lads want to drive their own GTi's around the track, it may be that Mum in the Family car is desperate for an open top M3, Dad wants a GT40 or an AC Cobra, and they both feel the need to buy a Prius to attend corporate events because they work in the public eye. The point is that you cannot predict how people behave. What you can do is try to ensure that your rational communications remain relevant to product requests, and your emotional communications appeal to your customers needs as human beings, to have fun, be seen to be responsible, to feel younger, to have a good time before I die etc. If you can deliver these types of benefits to your customers, they will be loyal to you, recommend you to their friends and pay a higher price for your products, because they value you as part of their community and because they belive at a subconcious level that a realationship with your brand enhances their statues in the mids of their peers. " I was down at the track last week in my GTi, and this GT40 came past at 160, I kept up with him round the bends but he left me on the straight" etc etc. (Then I woke Up).
So for example let us suppose that a local lad starts driving his GTI round the track faster than the competition, and you sponsor him for a Formular Ford season, the local press will pick it up, and your customers will subliminally know that they have helped that lad by helping you, and they will be proud of that relationship.
So by way of closing the loop on our communications circle, we are now adding a couple of pages to our website, one about track days with pictures / video of customers having a great time, with perhaps a mention of some of the specialist racing part that allowed Mr X the local accountant to win race 3. Also a page about the career of your sponsored racing driver, showing him comming off at Beckets, comming last, but over time gradually creeping up the grid, invole the local press and stay front of mind.