Measuring Marketing Effectiveness
Too often we spend too much time with the wrong clients because we’re not brave enough to let them go, too dependant upon their low profit margin business or because we obsess over turnover not profit or client association and profile.
By using the Premium Client Matrix we increase the number of criteria considered when assessing the quality of our clients. It is then possible to understand more fully who the stars are, who should be removed from the portfolio entirely and who should be nurtured and given more attention.
Once we know more precisely who the Premium Clients are we can then challenge conventional marketing approaches and drastically reduce the number of marketing activities attempted.
The goal here is create long term valuable client relationships that are built around real substance such as mutual respect, the desire to work together and the ability to generate a win-win profitable environment for both parties.
Clear Premium Client Matrix for audience members are created which are reinforced by specific one page action plans that can then be shared with fellow attendees to further reinforce the notion of accountability to action.