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PushMe-PullYu

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J
Jim Novo

Jim Novo is a customer behavior analysis consultant who discusses the differences between push and pull marketing. He defines pull marketing as focusing on the customer's buying process rather than the company's selling process. Novo explains that pull marketing builds intimacy in the customer experience by reducing friction in the sales process. Customers who engage through pull marketing tend to be more responsive, less price sensitive, and view their interaction as a relationship.

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PushMePullYu Jim Novo Customer Behavior Analysis Consultant April 19, 2006
Introduction: Jim Novo ,[object Object],[object Object],[object Object],[object Object],[object Object]
Say again? ,[object Object],[object Object],[object Object],[object Object],[object Object]
And Pull Marketing Is What, Exactly? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Jim’s Definition (FWIW) ,[object Object],[object Object]
Buying Process versus Selling Process? ,[object Object],[object Object],[object Object],[object Object]
Example of Reducing Friction…
Pull versus Push (Marketing) ,[object Object],[object Object],[object Object],[object Object]
“Control” is in the Eye of the Beholder ,[object Object],[object Object],[object Object],[object Object]
Customer in Control? ,[object Object],[object Object],[object Object]
Pull Customers ARE different ,[object Object],[object Object],[object Object],[object Object],[object Object]
Things we know about Pull customers ,[object Object],[object Object],[object Object],[object Object]
Pull Gone Push ,[object Object],[object Object],[object Object]
When creating Pull Campaigns, think: ,[object Object],[object Object],[object Object],[object Object]
Then, how do we set up the “Pull”? ,[object Object],[object Object],[object Object],[object Object],[object Object]
It’s not about media… ,[object Object],[object Object],[object Object],[object Object]
BP: “Carbon Footprint”
Novartis: “Where to Stop & Where to Go”
Bernd gets it ,[object Object],[object Object]
And it’s not All about Acquisition ,[object Object],[object Object],[object Object]
Give me a hand, will you? ,[object Object],[object Object],[object Object]
Push Me, and I’ll Push Back! ,[object Object],[object Object],[object Object],[object Object]
Typical Retention Funnel - Retail ,[object Object],[object Object],[object Object],[object Object],[object Object]
Typical Retention Funnel - Service ,[object Object],[object Object],[object Object],[object Object],[object Object]
Typical Retention Funnel - Content ,[object Object],[object Object],[object Object],[object Object]
OK, so you didn’t see YOUR funnel, but… ,[object Object],[object Object],[object Object]
I’m not a Pull-Over…or a Push-Over ,[object Object],[object Object],[object Object],Push Pull
Of Push and Pull ,[object Object],[object Object],[object Object]
Retention Funnel Marketing Example ,[object Object],[object Object],[object Object],[object Object],Push Pull 60 30 90
Recency + Latency = Push or Pull Push Pull Rest!
Did he say 438 times more likely? 90-Day Revisit Index by Days Since Last Visit Fuhgetaboutit Push Pull
Lab Store – New Customer Kit Test ,[object Object],[object Object],[object Object],[object Object]
Momentum Injection Device
Customers with Increased Momentum
The Economics of Pull ,[object Object],[object Object],[object Object],[object Object],[object Object]
Oh yea, I told you I would explain this…
Sweeping Away Friction ,[object Object],[object Object],[object Object]
Get the Right Broom ,[object Object],[object Object],[object Object]
Reducing Friction is about Potential Value Current Value Potential Value Low Potential Value, Low Current Value Should You Spend Money Here? Low Potential Value, High Current Value Grow These Customers High Potential Value, High Current Value Keep These Customers High Potential Value, Low Current Value Grow These Customers
Analytics are more complex for Pull ,[object Object],[object Object],[object Object]
Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object]

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PushMe-PullYu

Editor's Notes

  1. There are two visitor value components driving a retention strategy, current value and potential value. Current value is what the visitor segment has been worth up though the current date. Potential value is what the visitor segment is likely to be worth in the future. If you classify customers as either high or low value for both Current and Potential value, you end up with four customer types, as seen on this chart.