Marketing Strategy

Kingdom Strategic Marketing has several years of experience working with high profile companies to provide support in key marketing areas.

An organisation's success depends upon being able to satisfy the needs and demands of each segment. The potential returns from a segment must also able to cover an organisation's cost base and profit objectives.

These analyses are rarely undertaken, yet by using techniques such as statistical analysis and predictive modelling the success rate of a segment targeted marketing campaign can be increased by 50%. Other techniques such as focus groups and sector analyses can ensure that an organisation operates in profitable market sectors.

We have major blue-chip clients that have benefitted from using our approaches to maximise their customer lifetime values.


Our Approach

Our work spans from creating strategic plans through to working on practical initiatives to help you improve your market growth. We work within the sales, marketing, customer service and risk management areas of a business, producing a cohesive plan that can be followed by the whole organisation.

Our technology expertise also means that we can effectively communicate changing needs to your IT department, helping them to prioritise and focus on the 'quick win' areas.

An essential part of Customer Relationship Management (CRM) is using the right approach to targeting and segmenting customers. Our work supports all areas of an organisation, helping it produce the best framework to facilitate improved sales and provide higher quality customer service. 

The Kingdom approach to targeting works on the premise that in order to identify who you're best customers are, you need to understand each one in terms of three separate measures:

  1. How loyal they are likely to be
  2. How valuable they are or could be
  3. How much sales potential they have

Only by understanding all three areas is it possible to put together an appropriate CRM development strategy.
 

Customer Value
Effective LTV (Life-time Value) analysis needs good management information relating to internal costs as well as information about typical customer behaviour, cross-sell ratios and many other factors

Life-time Value measurements are often based on false assumptions about customers and the products or services that they buy, and how long they are likely to stay with the organisation. Our approach uses actual customer behaviour as well as predicted behaviour.

In consolidating this information, product profitability needs to be rolled-up to a customer level and integrated with behavioural analyses. This can help find those customers who are already profitable but have not yet reached their potential. The knowledge is then applied to business development activities for recruiting new customers of the desired profile.

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