Nurture marketing is the sales relationship.
And to do that we have to have a good idea that by product,
by target market, we can understand the consumer journey through to purchase.
And what we're going to do is we're going to establish a few sets of steps, we'll
go through those here in a bit that will say, here's the steps they go through.
Then we're going to put relevant content in there and
what we want to do is if they love the content when they hear the description
because we're not giving them the content.
They'll go to a landing page, give us their email, give us a password,
give us some information, give us some opt out information.
And then we'll give them the content they're really driving toward.
But we'll also [INAUDIBLE] databases, so this is a strategy
that really does have a link to the bottom line sales of the organization.
And what we're going to is, we'll monitor them.
If we have something like Silverpop, we could monitor them using cookies as they
visited our website to say, you know what?
What they're consuming right now indicates they've moved from step one of our process
to step two.
And then we can give them the relevant content.
Barring that, we will continue to put out different options for
each step in the consumer journey, for each target market.
And as they go from one to the next to the next,
we'll be able to match that up because they'll have the same email address and
we'll know that they're moving towards a purchase.
So it's very much of a sales relationship.
Social IMC's a lot different.
What we're going to do, I like to think of it as embrace, we're going to take as much
of the target market, both our customers and our prospects.
We're going to take them out to a private virtual community
where we're going to help them achieve their goal.
Our community is going to be powered by our company,
but it's going to be named after them.
And our goal will be to do whatever we have to do to help that community achieve
what it's trying to do, and those are the empowering concepts.
The key behind it is, because we're always there when they're ready to buy, it makes
it very easy for them to engage us in the sales and marketing relationship.
But more importantly, because we're a part of the community,
we're a part of their lives, which means we will have taken those people
away from the competition to a private virtual community.
That they really can't duplicate, because we're there and
we're already taking care of it.
And so it gives us a very, very strong business relationship as we move forward.
What I want you to do now is in the capstone,
you can build all three of the strategies.
But the key is they have different performance funnels, as we'll see,
they have different applications of the Empowering Concept, and
they just are put together a little bit differently.
You're not restricted to any one in the capstone.
You can do whatever you want.
But what I'd like you to do is review all three strategies and
then think about them.
Maybe lay it out on a spreadsheet.
And then make a decision as to which one you think best meets the mission that
they're on, the empowering concepts that you're thinking of, and
the business relationship you want to have with them.
