1. THE PREFERRED CUSTOMER PROGRAM
What is it?

2. THREE CORE PRINCIPLES
Market America’s Preferred Customer Program (PCP) is our principal One-to-One (1:1) Marketing vehicle.
Our strategy for its implementation will revolve around three (3) simple core principles.

3. THREE CORE PRINCIPLES
Selling more products to fewer people is more efficient and more profitable than the time-honored mass marketing rules of pitching products to the greatest number of people.
Concentrating on building unique relationships with individual customers on a One-to-One basis.
Establishing, sustaining, and maintaining dialogue and obtaining feedback with and from these customers.

4. THREE CORE PRINCIPLES
Principle #1: Selling more products to fewer people is easier
Within the Product Line
Within the Store
Within the Mall
Customer of Customer

5. THREE CORE PRINCIPLES
Principle #2: Building unique relationships with these customers
Demonstrate an active interest in customers as individuals
Communicate on a periodic and frequent basis – Not Just The Sale
Utilize mail, faxes, telephone, voic , , e-flyers, electronic alerts, and website

6. THREE CORE PRINCIPLES
Principle #3: Sustain dialogue and obtain feedback
What do your customers really want?
What does this individual customer really want?
What would they purchase from you, if you had it?

7. Goals and Objectives
Survey, collect, warehouse, mine, and analyze information to identify products goods and services Preferred Customers would purchase, if it were made available!
Find those products, goods, and services and bring them to the customer…instead of the customer to the product!

8. Who Are Preferred Customers?
Preferred Customers are people who purchase and consume/use Market America products, goods, and services on a regular basis!
You
Your Customers
Qualified Preferred Customers
Initially: Minimum of two separate orders in a quarter
Subsequently: Multiple orders or an order of multiple products quarterly

9. Where Are We?
Developed and programmed a Preferred Customer management software package
and/or
Distributor’s Market America Custom Website
It is your Customer Relations Management Tool

10. Where Are We? (Cont’d)
Developed Emerald Award Certificate (EAC) Program
Developed Loyalty Rewards Program
Enhanced our Preferred Customer Program Registration Brochure
Enhanced our Preferred Customer Program software applications

11. Where Are We? (Cont’d) Emerald Awards Certificate Program (EAC)
Upgrades Preferred Customer to Emerald Status
10% discount on all purchases for one year
Provides added benefits in the Loyalty Rewards Program
Costs $50 and creates 50 BV

12. Where Are We? (Cont’d) Loyalty Rewards Program
Preferred Customers can win fabulous gifts
Incentives for feedback and continued patronage

13. Where Are We? (Cont’d) Loyalty Rewards Program Incentives
Qualified PCs:
(5% discount; 1 entry/survey; 0 entry/order)
Ruby PCs:
(10% discount; 2 entries/survey; 0 entry/order)
Emerald PCs:
(10% discount; 3 entries/survey; 1 entry/order)
Diamond PCs:
(15% discount; 4 entries/survey; 2 entry/order)

14. Where Are We? (Cont’d)
Preferred Customer Program Brochure Enhancements
Revised to reflect current processes
Added on-line registration instructions for Customer Managers
How to use…
Support Materials
Transfer Buy Form (monthly, every other month, quarterly)
Market America Direct Catalog
Audio “A Message To Our Most Valued Customer”

15. Where Are We? (Cont’d)
Preferred Customer Program software applications enhancements include, but are not limited to:
PC Registration
PC Information/Profile Update
PC Registration and Subscriptions
PC Achieved and Current Status
PC Order/Survey Completion History
PC Personal Alert

16. Where Are We? (Cont’d)
HELP MENUS have been developed to assist in screen navigation and completing whatever task currently available.
HELP MENUS will be integrated and ready for use – SOON!
One more item… before I share with you Where We Are Going!

17. Where We Are Going!
Providing standard Preferred Customer data reports for Customer Managers
Providing tools and methods to Customer Managers for dialogue and feedback
Developing a Preferred Customer Training Module for integration into our NMTSS

18. Where We Are Going! (Cont’d)
1 to 1 Marketing from concept and vision
TO REALITY!
But…You have got to BELIEVE IT…
BEFORE YOU WILL EVER SEE IT!

19. THE PREFERRED CUSTOMER PROGRAM
“Tying It All Together”

20. Increasing the Share of Customer
New tools for building relationships and increasing the quantity of products existing Customers are purchasing from you.
Personal Alerts
Preferred Customer Reports
Surveys and Analysis
What are Personal Alerts? Personal Alerts are reminders that you can customize and set up for specific dates.

21. THE NEW “ALERTS”

22. Examples of Personal Alerts
Follow up on new PC purchases
1st day, 3rd day, 7th day system
Product trial packets given to Customers
Birthdays and Anniversaries
New product releases
Great examples of Personal Alerts:
Follow up with your Customer on new products purchased.
Follow up on trial packets of ThermoChrome given to a Preferred Customer.
Reminder of a birthday or Anniversary for a Customer or family member.
Check back with a Customer that is interested in a new product being released.

23. Personal Alerts
The Personal Alerts will be located in the same section as the System Alerts in the upper right corner of your Welcome page. Personal Alerts can be used for various types of reminders for you and your Customer base.

24. Click the “Alerts” Icon
Creating a Personal Alert:
Click on “Alerts” in the upper right corner. This icon is available from any screen on Unfranchise.

25. Personal Alert Maintenance Screen
Click on “Add Alert” to create a new Personal Alert
Personal Alert Maintenance Screen:
Click on “Add New Alert” to create a new Personal Alert.
Or, search for existing Personal Alerts to edit.

26. Create Personal Alert and Save
Enter Alert Information:
Enter your Personal Alert information. There are five areas of information to be entered.
and save alert by clicking “Save Alert.”

27. Alert Confirmation

28. New Personal Alert New Personal Alert created:
New Personal Alert now created and appearing on the Home page.
Alerts will not appear until the start date of the Personal Alert.

30. Preferred Customer Reports
Four new reports to help you measure, monitor, track, trend and manage your Customer base:
Contact List
PC Registration Source
Sales By Customer
Sales By Product
Preferred Customer Reports:
4 reports were created to help you track and monitor your Customer base.
Contact List
Registration Source
Sales By Customer
Sales By Product

31. Contact List Contact List:
Displays all of your active Preferred Customers and their contact information – Preferred Customer ID, First and Last Name, Home Phone, address, and Status.
You can sort this report by clicking on any column heading – Preferred Customer ID, First Name, Last Name, Home Phone, Address or Status.

32. PC Registration Source
Registration Source (Graph Version):
Is a pie chart representation of the number of PCs and they were registered – whether you as a Distributor registered them, they signed up through the application (GONOWMAIL.com), Nutriphysical Survey, Web Portal or through our latest product – the PC Mini CD.
There is also a text version of this graph available.

33. PC Registration Source (Text)
Registration Source (Text Version):
This shows the same information as the graph but in a report format, number of Preferred Customers and how they were registered.

34. Sales By Customer
Sales By Customer gives you summary information for each of your Preferred Customers. Columns listed on the report are total number of purchases, total sales, total BV, and total IBV.
ALL recorded Preferred Customer sales (such as pass thru orders from your Web Portal, drop shipments, Preferred Customer 800 line and fax orders, MANUAL ORDERS) are summarized in this report.
In Phase II, you will be able to click on the PC ID and view detail sales for that Preferred Customer.

35. Report Features: Search By Time Sort by Column Headings
There are a couple of great report features we’ve added:
1 )you can filter by a certain time frames – weekly, monthly, quarterly or whatever time frame up to one year.
2) sort by any column heading on this report!
For example, if you wanted to see who your top Preferred Customers were for this month, you would just enter the dates, click search, and sort on total sales dollars, BV or IBV.

36. Sales By Product
Sales by Product shows you the dollar volume of all products purchased across YOUR CUSTOMER BASE for one year. This gives you a bird’s eye view on what your hot products are within your Customer base!

37. Survey and Analysis Obtaining Feedback
Identifying What the Customer Wants
Supplying vs. selling your Customers

39. PetHealth™ OPC-3

40. Pet Product Survey
Over 37,000 responses from both Distributors and Preferred Customers
Produced the new PetHealth™ OPC-3
48% (17,760) of the respondents had either a dog, cat, or both
Top preferences were:
Beef flavor for Dogs
Smoked Fish flavor for Cats
17,760 x 11 BV = 195,360 BV per month

41. How Does Text Survey and Analysis Work?
Evaluates Responses in Text Format
Processes Word Counts
Frequency of Words
Correlation of Word Groups
Resulting in the Identification of New Products

42. Text Analysis

43. Market Basket Analysis
The purpose of Market Basket Analysis is to determine what products Customers purchase together.
It identifies new product combinations that can be offered to Preferred Customers.
In other words, Market Basket Analysis takes its name from the idea of Customers throwing all their groceries into a shopping cart during grocery shopping. It looks at a multitude of shopping carts and determines what products Customers mostly purchased together.

44. Market Basket Analysis
Groups of products
sold together well
Directed
Association Rules
Since we’re talking about groceries, I’ve got a GREAT example. Get this – researchers found that Customers tend to buy diapers and beer on Thursdays! It’s not the sort of thing that someone would normally think of - however, it makes sense. Research found that on Thursdays, couples stocked up on supplies for themselves and their children before the weekend starts.
As a Market America example, we could look at all OPC-3 purchases and see what products were purchased the most along with OPC-3. This is our first step toward SUGGESTIVE SELLING.

45. Where do we plan to use Text and Market Basket Analysis?
Electronic surveys issued through: s
Links on your Web Portal
Unfranchise.com
Link on Preferred Customer Mini CDs
Anywhere a PC may log onto in the future
From our existing Market America database
For the first time in Market America history, Distributors and Preferred Customers can provide direct input to the One-to-One process by answering open ended surveys in their own words, using everyday language.
From our existing Market America database – history of purchases, profiles, demographics of you as a Distributor and your Preferred Customers.
Resulting in New Product Identification and Suggesting Additional Products for Purchase

46. How does this benefit you as a Distributor?
You will be able to supply new products that your Customers want because they asked for them!
Increase the quantity of products each Customer is purchasing from you.
Customer, Distributor, and Market America collaborate in building your Mall without Walls.

47. THE PREFERRED CUSTOMER PROGRAM
Building Relationships…
One Customer at a Time