Identify, Describe & Rank Opportunities
your opportunities by examining both your customer base and your market. Identify your highest value customer segments and
your best new sales opportunities.
With ATAC's Marketing Planning and vast data resources, you'll be able
Uncover new opportunities
Identify profitable customers
Assess potential markets
Benchmark current performance
Understand your target segments
Strategy – Prioritize Opportunities
the RIGHT PRODUCTS to the RIGHT PEOPLE through the RIGHT CHANNELS
Once your key customer segments have been identified,
you need to develop strategies that address customer needs and take full advantage of your new opportunities today and into
By linking customer information to market and behavior knowledge, you'll gain critical customer insight
for identifying the best way to reach and acquire profitable customers.
The Strategy phase focuses on the three
core areas that are essential for true customer acquisition and retention success:
Your Delivery Channels
macro strategy is in place, customers can be selected based on their potential, preferences and long-term value. The selection
criteria combines internal customer data with external potential to produce a likely share-of-wallet score.
importantly, it provides a common targeting program that works across all areas of your organization and offers a stable framework
for medium- to long-term planning.
You need industry recognized data resources to create benchmarks. These enable you to clarify your current position
and to identify growth opportunities through intensive studies of your markets and your brand, including:
competitors' market share
Potential by product and service category
Your Delivery Channels
The better your delivery channels satisfy your customers' needs, the more likely you'll retain your customers. Customized
analyses of your entire network and delivery system isolates consumer and product potential by channel, both site and non-site.
Using this information, you can better select distribution systems that match your target consumers' preferences.
Implementation – Put Targeted, Cost-Effective Acquisition Plans Into Action
Apply your new customer knowledge across your entire organization, cultivating customers
and approaching them on the one-to-one basis they want and expect.
the Customer Contact Loop
By adding market context to your
customer files, you will have the information you need to both improve the profitability of your current customer base and
find additional profitable customers. This will enable you to achieve a closed-loop relationship, capitalizing on every customer
contact and incorporating the lifestyle and market information you need to implement more effective, customized cross-sell
and retention strategies. This approach also allows you to adapt to changes at each stage in the customer's relationship with
you, from acquisition to retention to growth.
the Right Customer with the Right Offer
The actual implementation
of your strategic plans begins with scored customers and prospects that fit your target profile in the markets you select
via the optimal channel for each target.
You'll maximize every marketing dollar by targeting only those customers
and prospects who represent profitable and sustainable opportunities. With in-depth insight into the lifestyles and habits
of your targets, you can refine your message at any communication or promotional point to deliver the greatest impact on its
intended targets. The end result is a longer, more profitable relationship with each customer and a greater likelihood of
acquiring additional profitable customers.
To see a sample of our marketing plans and to get an
estimate, email us at: Marketing Plan