One-to-One Marketing for Small Enterprises in Cyprus

 Navigator Consulting and the Cyprus Chamber of Commerce & Industry will be holding a strategic training programme on One-to-One Marketing for small enterprises in Cyprus. Led by Philip Ammerman, the training programme includes 2 days of classroom training, followed by 1-day consulting visits to participating companies.

The training is open to all small enterprises registered and operating in Cyprus.

For further information, please contact us on info@navigator-consulting.com, or call Mr. Christos Tanteles at the Cyprus Chamber of Commerce & Industry:  tel. 22-889-840.

 1.    Introduction 

One-to-One Online Marketing refers to a marketing and sales approach in which personalised sales or marketing offers are developed and sent to customers based on a strategic, segmented approach. This is done mainly online, using both online tools such as online databases, CRM platforms, analysis and email / communications platforms, and where this online approach leads the enterprise effort. This includes:

• Analysis of customer interactions and purchase activity;
• Development of niche or micro-segments and offers;
• Personalised online marketing towards each segment, referring to individual customers and groups;
• A long-term, strategic approach based on customer relationship management (CRM) and key account management principals.

Small companies in Cyprus are ideally situated for implementing one-to-one online marketing. Despite a resource issue (lack of time / lack of knowledge), small companies have:

• A clear tacit, if not explicit knowledge of their customers: they have been working with a significant group of customers for years, sometimes generations.
• Customer contact data (even if fragmented or partial) which is drawn from email addresses, delivery addresses, social media and other areas;
• Customer purchase data: experience with transactions over years means that there is high tacit data, even if this has not been segmented or analysed formally;
• Customer demographic data;
• Permission to market: the highly social approach to interpersonal relationships makes it possible to market without friction.

This seminar will provide a strategic approach towards developing and managing a one-to-one approach for online customer marketing, targeting B2B and B2C, for small enterprises in Cyprus. This includes domestic and export customers.

The company visit will adapt the training methodologies to the specific requirements of each small enterprise. A key focus will be on imparting tangible and practical frameworks and methods as well as explaining their implementation through real case studies and tools. The experiences of small enterprises in Cyprus and internationally will be shared and analysed.

 2.    Training Objectives 

The key learning objectives are to reinforce the capacity of Cypriot managers to:

1. Develop micro-segments of customers, split between B2B and B2C segments, domestic and export segments, based on customer demographics and purchase profiles.
2. Extract, analyse, segment and manage Customer Data.
3. Develop and price special offers and other products or services for each segment.
4. Ensuring permission to market, by providing value but also by complying with GDPR.
5. Develop and implement one-to-one online marketing campaigns, including Mailchimp, ZohoCRM, social media, digital advertising, retargeting & remarketing, and CRM or key account management campaigns.
6. Budgeting, costing and assessing results.
7. Managing online trust and data security.

  3.    Training Agenda 3.1   Foundation of One-to-One Marketing 

Module 1   |   09:00 – 10:45   |   105 minutes

Overview of strategic and segment-based marketing in general (state of the art) as well as in small enterprises. This illustrates basic approaches and requirements for (a) technology evolution: from large-scale enterprise resources planning (ERP) and customer relationship management (CRM) systems from Oracle or SAP to small-scale, software-as-a-service systems such as ZohoCRM; (b) online marketing categories and tools; (c) customer segmentation and database management.

• One-to-one online marketing for small enterprises
• Strategic selling
• Key account management
• Customer relationship management (CRM)
• Classic customer segments and motivators
• Special offer development and management

10:45 – 11:00  Coffee Break

 3.2   Customer Data and Segmentation 

Module 2   |   11:00 – 12:45    |   105 minutes

Each small enterprise has certain customer data available to it. This includes tacit data, i.e. the personal knowledge of the customer held by company executives, and tangible data, usually from accounting systems, product catalogues, central reservation systems, quotations offered, email, etc. This module reveals how data can be extracted, consolidated and segmented. The segmentation will include developing consumer (and customer) profiles based on key psychographic profiles:

• Male / female
• Age cohort
• Language and location
• Price sensitivity
• Prestige sensitivity
• Purchase groups and value chains (B2B, B2C, B2B2C)
• Special experience

Customer data are hosted in accounting systems (Cypriot software providers or international platforms); ERPs such as SAP, Oracle; CRM systems such as Salesforce, Oracle, Microsoft CRM, ZohoCRM; central reservation system (CRS) applications such as Fidelio, Sabre, etc.) and others. They are also hosted in email access programmes. This module will explore how the small enterprise can develop a data capture map within their organisation in order to gain usable and segmented customer information.

The module will also review:

• Customer data from partners, including affiliates; B2B2C sales relationships, sales staff; delivery companies; and others;
• Confirming data within the enterprise, e.g. at check-in or check-out; at the point of sale; at maintenance or installation contact points; at delivery;
• Confirming data via email access programmes;
• Loyalty programmes such as loyalty cards;
• Email marketing and customer care campaigns.

12:45 – 13:45  Lunch Break

 3.3   Cleaning and Preparing Customer Data 

Module 3   |   13:45 – 15:30    |   105 minutes

Customer data tends to be full of errors, double log-ins, mis-identification and wrong information. We will demonstrate how to extract, clean and prepare customer data. This includes:

1. Exporting data
2. Cleaning data
3. Adding segmentation information
4. Hosting data in offline databases, suitable for email exports

15:30 – 15:45  Coffee Break

 3.4   Online Hosting and Segmentation of Customer Data 

Module 4   |   15:45 – 17:35   |   105 minutes

This session links the offline hosting and segmentation of customer data with its use in online applications such as Mailchimp. This module reviews:

1. Mailchimp list management
2. Adding segments and other forms of creating targeted lists
3. Using and updated lists online
4. Establishing feedback between online list management and offline data

  3.5   Gaining Permission to Market: Value 

Module 5   |   09:00 – 10:45   |   105 minutes

The core aspect of gaining customer permission to market is to have a high value proposition. Without this, customers will unsubscribe or otherwise drop out of the process. This module explores various value propositions for special and tactical offers, including:

1. Special Offers
2. Tactical Offers
3. Discounts versus Flash Offers
4. Customer Regeneration Campaigns
5. Customer Loyalty Campaigns

Examples of successful campaigns from small enterprises will be provided.

10:45 – 11:00  Coffee Break

  

3.6   Effective One-to-One Campaigns and ROI 

Module 6   |   11:00 – 12:45    |   105 minute

This module develops a strategic framework for one-to-one marketing, with a focus on B2B and B2C marketing, including a full spectrum of marketing tools including:

1. Email
2. Key account meetings
3. Group meetings / focus groups
4. In-premise marketing
5. Loyalty marketing
6. Content marketing
7. Referral marketing

The module will examine different methods, including:

• Structure and frequency
• Special offers
• Timing and scheduling
• Results and return on investment (ROI)

12:45 – 13:45  Lunch Break

 3.7   Gaining Permission to Market: GDPR 

Module 7   |   13:45 – 15:30    |   105 minutes

The EU General Data Protection Regulation (GDPR) establishes specific requirements and protocols for the storage, use and transmission of customer data. This module explores GDPR, the findings of the Cyprus Data Protection Authority, and best practise for small enterprises to date. This module reviews everything a small enterprise needs to do to comply with GDPR. This includes:

1. Assuring sales partner compliance (Affiliates, B2B2C chains, etc)
2. Assuring own compliance
3. Data and data storage requirements
4. Data protection officer

15:30 – 15:45  Coffee Break

 3.8   Online Trust and Security 

Session 8   |   15:45 – 17:35   |   105 minutes

This module concludes the one-to-one marketing programme with an overview of threats to online trust and security, and methods of managing against them. The content includes:

1. Data breaches
2. Phishing, Spamming, Identity Theft
3. How to recognise phishing emails
4. Method for securing customer data: encryption, physical access restrictions, online access restrictions
5. Defending against hacking

The module will conclude the training with a summary of how small enterprises in Cyprus can use one-to-one marketing to successfully differentiate themselves against their competitors, and use low-cost, proven tools to do so.