Statewide Marketing Workshop, 18 April 2005 Relationship Marketing.

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Presentation transcript:

Statewide Marketing Workshop, 18 April 2005 Relationship Marketing

► Youth Marketing Co-ordinator, Fremantle Dockers (3 years) ► Membership Co-ordinator, Melbourne Football Club (2 years) ► Public Relations Manager, Softball Australia (4 years) Statewide Marketing Workshop, 18 April 2005

► What is Relationship Marketing? Creating, maintaining, and enhancing long- term relationships with individual customers as well as other stakeholders for mutual benefit. (Belch & Belch, 2004) Statewide Marketing Workshop, 18 April 2005

What does Relationship Marketing Involve? ► Developing & sustaining long-term relationships with customers (HMAS Recruits). ► Communicating directly with targeted customers to generate a response (Lapsed Members). Statewide Marketing Workshop, 18 April 2005

Why practice Relationship Marketing? ► Customers have become much more demanding and desire “superior customer value,” which includes quality products and services that are accessible, convenient and supported by excellent customer service. ► Customers was personalized services that are tailored to their specific needs. Statewide Marketing Workshop, 18 April 2005

What are the key marketing tools of Relationship Marketing? ► Direct Marketing including direct mail, direct selling, telemarketing. ► Customer service (First impressions) ► Database management

► What do I need to do to practice Relationship Marketing? ► Who are your customers (target market & target audience) ► What are they doing ► How are they doing it, and ► How do you communicate with them. Statewide Marketing Workshop, 18 April 2005