The strategy box is the perfect representation of methodological approach for increasing contacts value in 6 steps.
But what does increasing value actually mean? It means acquiring new contacts, gathering further information about existing ones, pushing contacts to make monetary transactions or purchase more frequently.
Easily said, and also easily done.
We start from the basics,
and target groups
We always start by identifying the project’s primary goal (lead generation, profiling, engagement, conversion, retention), as well as its macro target group, divided into smaller clusters based on their status (i.e. The different levels of interest in the brand.)
the set of channels
To get in touch with the clusters and achieve our goal, we use a table that intersects macro channels (online and offline) with touchpoints (e.g. acquisition and profiling).
We map all imaginable data on the contact
We then group all the available information into types and detail levels: basic level, to start the communication; 1st level, for targeted communication; 2nd level, to foster the purchase of products and services; 3rd level, to start conversions based on needs and habits.
We build a
and clear matrix
In the fourth phase, we design a table consisting of channels and data types. This lets us define the key points and objects to be used to achieve any particular goal: For example, a form in the newsletter to collect basic data, or a series of surveys aimed at enriching the contacts’ profile with demographic details, purchasing patterns and preferences.
We set up the
by defining the
This is when we compare the target groups with the most appropriate channels for each one’s status advancement, designing specific journeys (welcome, happy birthday, upselling, etc) In relation to the specified goals.
We design multichannel
journeys to turn
theory into practice
In the sixth and final phase we define and complete each individual journey, which revolves around four key elements: target input, target output, goals, channels.