6. Three types of customers
Assassins Apathetics Advocates
The Awen Group, 2012
Wednesday, November 28, 2012
7. Assassins
There are two types:
1. People who will
never do business with
you.
2. People who will
never do business with
you AND will talk bad
about you.
The Awen Group, 2012
Wednesday, November 28, 2012
8. Apathetics
aka - Fence Riders
Tend to remain loyal to you
as long as it is convenient
and you meet their basic
expectations.
Only do business with you
on their terms.
The Awen Group, 2012
Wednesday, November 28, 2012
9. Advocates
Willing to go out of their way to
use your product or service.
They are
your best salespeople
by promoting your services
within their
spheres of influence.
The Awen Group, 2012
Wednesday, November 28, 2012
10. Your current customers are your advocates.
Hope is not a strategy! The Awen Group, 2012
Wednesday, November 28, 2012
11. Apathetics
aka - Fence Riders
The Awen Group, 2012
Wednesday, November 28, 2012
12. Take the Apathetics and
turn them into
Advocates
Oh look!
A travel sweepstakes! Let’s
enter to win.
The Awen Group, 2012
Wednesday, November 28, 2012
13. Rise above the ordinary in small (or large) ways that
your customers!
The Awen Group, 2012
Wednesday, November 28, 2012
15. Does your website have what it takes to
keep a potential client engaged?
• Appearance
• Content
• Functionality
• Website usability
The Awen Group, 2012
Wednesday, November 28, 2012
16. Appearance of your website
Meaningful graphics
Good use of colors.
Quality
photography
Text that’s
easily read
Simple clean
design
The Awen Group, 2012
Wednesday, November 28, 2012
17. Content
• Relevant and current
information
• Short, organized copy
• Speak to your visitors
• No broken links
The Awen Group, 2012
Wednesday, November 28, 2012
18. The goal is to make content...
• Useful
• Usable
User Stuff
• Purposeful
• Profitable
Business Stuff
The Awen Group, 2012
Wednesday, November 28, 2012
19. Functionality
• Each component works quickly and correctly
• Error free copy
The Awen Group, 2012
Wednesday, November 28, 2012
20. Usability
• Simplicity
• Fast-loading pages
• Minimal scroll
• Consistent layout
• Prominent, logical
navigation
• Descriptive link text
• Cross-platform/
browser compatibility
• Screen Resolution
The Awen Group, 2012
Wednesday, November 28, 2012
21. Customers can be outside your doors
looking up reviews, prices, your website, your facebook
page, your competitor’s facebook page, etc.
The Awen Group, 2012
Wednesday, November 28, 2012
25. Looks like Mable Jones
had a blast zip-lining!
We need to try it!
We trust comments
and reviews
(even from
strangers)
...not marketing.
The Awen Group, 2012
Wednesday, November 28, 2012
26. 36%
trust advertising in
various forms 81%
trust recommendations
or online opinions
2012 Neilson Global Trust Advertising + Brand Messages
The Awen Group, 2012
Wednesday, November 28, 2012
27. Advocates
Willing to go out of their way to
use your product or service.
They are
your best salespeople
by promoting your services with
their spheres of influence.
The Awen Group, 2012
Wednesday, November 28, 2012
28. Your customers’ friends are your
next best prospects
Your engaged customers
will talk about you to
their entire network. Their
followers will talk about
you to their followers.
Ron Cates,
Constant Contact
The Awen Group, 2012
Wednesday, November 28, 2012
34. 234
average number
of friends per
Facebook user
Facebook, S-1filling, 4.23.2012
The Awen Group, 2012
Wednesday, November 28, 2012
35. 3 things*
WOW: One thing you can do to
rise above the ordinary
CONNECT: One way that you can entice
people to connect with you
ENGAGE: One idea for a social post or e-mail
that might drive engagement
*Do them today The Awen Group, 2012
Wednesday, November 28, 2012
