STRATEGIC PLANNING
JoAnn provides strategic guidance – leading retreats and obtaining consensus from different interest groups. She helps organizations with marketing and communication strategy as well as advising on entry/exist strategies.

TRANSFORMS COMMUNICATIONS WITH INTEGRATED MARKETING
JoAnn is a conceptual thinker and provides strategic direction and complete marketing services including product development, brand identity, value propositions, business plans and marketing communications. Her vision on how consumers engage with a brand has led to successful integration of digital, social media and e-commerce with traditional media in her work within the Technology, Medical Device, Manufacturing, Banking and Hospitality categories.

STREAMLINING MARKETING WITH BOTTOM-LINE RESULTS
JoAnn understands that logistics and operational challenges can hinder a company’s success. In the Hospitality industry, she identified a 21% loss in transactions; equating to $4.7 million. JoAnn proposed and implemented the online solution as well as an integrated marketing strategy that provided a better customer experience and targeted communications. In the Manufacturing sector, JoAnn identified, proposed and implemented new packaging and colors for consumables that had a cost savings of $1.8 million.

CUSTOMER RELATIONSHIPS WITH STRATEGIC VISION
JoAnn recognizes that in a challenging economy, knowing your customers is the key to profits. She utilizes an organization’s existing database(s) and identifies new markets with key trigger points to increase sales and/or fundraising targets through an integrated marketing approach.

This weekend, I rappelled 18 stories from the Hilton on Pensacola Beach for the Boy Scout troops of America!   It was fulfilling to help an organization that continually makes a difference in developing skills and confidence in boys and young men.  It was also an amazing experience to descend from the tallest building in our area with a phenomenal view of the beautiful emerald waters of the Gulf Coast.It is amazing to look at our beaches as they often remind me of snow in 80 degree weather.

As the holiday season approaches, it is important to realize that this time of year is typically the most important for fundraising for the majority of non-profits. All of us have three gifts that we can give – time, talent and treasure.

Time.  According to the Corporation for National and Community Service, about 62.8 million adults in America are volunteering almost 8.1 billion hours in local and national organizations in 2010, service valued at almost $173 billion.  Charitable organizations can use this estimate to quantify the enormous value volunteers provide.

Talent.  Using your talents to make a difference.  We have all been given at least one talent that we are passionate about.  Personally, I am a wine enthusiast and love the arts – so I worked with a local charity to create the first Cellar-bration to stock your wine cellar.  The event objectives were to create a social atmosphere for patrons to increase the Guild membership.  It was a success – it is a wonderful thing to make a difference and have fun while you are doing it!

Treasure.  What constitutes treasure? Cash or product donations.  According to The Chronicle of Philanthropy cash donations rose by 13 percent with cash donations totalling $4.9 billion in 2010.   So, how many non-profits does this money service? According to the National Center for Charitable Statistics there are 1,014,86 charities.

The piece of the pie, isn’t as big as it looks from the onset.  As the numbers are estimated to remain flat in 2011, there has been a new twist – do to the downturn in the economy, this year more non-profits are asking organizations to assist them in “Keeping the Lights On” which helps cover everyday expenses such as utilities.

Whether a corporation, non-profit or an individual – it is important to realize we all make a difference and impact others everyday.  I encourage you to reach out to your non-profit and offer them your time, talent or treasure.

As a marketer, it is important to maintain and sustain your relationships through implementing an effective customer relationship program that shows the individual or entity is appreciated and acknowledged for their contribution. Contact me, JoAnn@VanfleterenConsulting.com to help you make difference and increase your effectiveness.

Amazingly, according to the National Credit Union Association 650,000 banking customers switched since late September when Bank of America, Regions, Well Fargo decided to charge ATM debit fees.

You ask, “What are the odds of those 650,000 people switching back to the bank after the banks have removed the fees?”  Statistically nominal – changing banks is a bold move. According to the Journal of Economic Psychology, “Of all the variables that are predictive of the propensity to switch banks, the relationship marketing variables appear more significant. In particular, empathy (marketing relationship), reliability and responsiveness (service relationship variables) are greater predictors of propensity to switch than the length of relationship (economic variable).”

Marketers have known of the importance of customer service and relationships in retaining customers but it is a message that has, with few exceptions, been largely ignored in mainstream financial economics.  Loyalty programs support customer relationships, not the other way around!

Do the corporate bank executives know their customers?  Does the data convince them that their consumer offering is competitive in the current market with other banks, credit unions and the new online bank entrants? Why do the call centers for online banking have similar hours as their branches? Do people need and expect 24-hour service with online banking? What is the benchmark for building relationships in difficult times?  How are they exceeding it? What was the feedback from the branches when they were communicating the fees to the customers prior to the launch date? Will there be more charges to come?

The migration to credit unions and online banks is not over.

Credit unions are adjusting quickly and exploiting their on-on-one community relationship proposition with a financial incentive while online banks are growing to manage your needs for a lifetime with convenience and transparency (passing their saving of a central location to the consumer).

What does it mean for your organization?  When was the last time you reviewed your customer relationship program? As you enter the fourth quarter and you want to deliver an innovative marketing strategy for 2012 – I can create the right strategy with big results for your organization. Lets get started, email me – joann@vanfleterenconsulting.com

Showmanship in salesmanship. For the last few weeks, the 23,000 foot store has been covered
in black velvet. On Black Friday, the new location will be dramatically unveiled. The buzz about this prime spot has had everyone talking…

 Location. Location. Location.  Apple signed a 10 year contract in the busiest terminal in New York City – according to Grand Central Station’s demographics - over 750,000 pass through this station everyday and over a 1 million per day during the holidays with the average income of almost $96,000 with 50% over 100,000.

Knowing your market.  The captive shopping population of more than 326,000 neighborhood office workers earn a combined $11.3 billion a year. 93% of the commuters are college graduates.

The bottom line. According to the Wall Street Journal the Grand Central store (which will be open from 6am to midnight) is forecasted to earn more revenue than it’s counter 24-hour store on 5^th Avenue. According to rumors around NY, the rent is less at Grand Central – but I wonder… with rent estimated at $800,000 per year ($2,191.78 per day)!

Does your strategy have everyone talking? If not, contact me, JoAnn and lets create a strategy that keeps everyone talking.

Working with clients, I often encounter CEOs, executives and marketing professionals that have overlooked their most valuable asset – their customers.

Over the past few years, our economy has changed significantly. When you are reviewing your budget, ensure you make allowances for reviewing your customer database and take the time to understand how your customers spending habits have changed. As a marketer, it is important to remember that people do not always stay in the same grouping.  With a marriage, divorce, children or change in income your segmentation tapestry changes.

Also remember to review your points of contact with your customers– direct mail, e-mail, social media and ensure that the messages are relevant to their needs. How your product or services deliver to those needs?

How are you doing on your 2012 marketing budget? Success in 2012 resides with effective planning and communication.  Are you ready? If you need assistance with your strategic plan or making your vision come to fruition –  contact JoAnn Vanfleteren.

As a marketer, I have found that doing more with less requires an amazing marketing strategy, that steps over the minefields and focus on the core of “the business” – its customers.  Sometimes, organizations are sidelined with managing tactical “everyday” issues that do not bring value to the bottom line.  How does this happen?  They are – the overwhelming “list of deliverables”, interruptions, challenges and opportunities – but do they comply with your vision or are they just a distraction?

A purposeful, meaningful and powerful result comes from having a clear and defined strategy and always making the “next right decision” with every action– asking, “Am I on the path to deliver THE results?”

Purposeful. Does every decision you make lead to your vision? Does your marketing campaign deliver to your objectives? Does your marketing strategy capitalize on your assets?

Meaningful. Do your goals translate to profit? Is your product selling? How are you managing your customer relationships?   Are you making a difference in your industry? Do you deliver?

Powerful.  Does every decision make broad strokes in accomplishing your objectives or are you just treading water?

If you need help creating a strategy to deliver and/or execute Purposeful, Meaningful & Powerful Results – contact me JoAnn@VanfleterenConsulting.com