Creating an Event Based Marketing (EBM) Plan

May 25, 2010
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Your consumer expects you to be observing them across channel. They expect you to leverage this information and provide exceptional service. To create an effective ‘listening’ strategy – you have to start with identifying basic triggers & events. As you segment your consumers into different categories – you need to look at those with signficant business value and define a strategy for complex events. Eventually you need to be able to apply the complex event strategy to your lower value consumers.

Basic Triggers: Examples of this are…


Your consumer expects you to be observing them across channel. They expect you to leverage this information and provide exceptional service. To create an effective ‘listening’ strategy – you have to start with identifying basic triggers & events. As you segment your consumers into different categories – you need to look at those with signficant business value and define a strategy for complex events. Eventually you need to be able to apply the complex event strategy to your lower value consumers.

Basic Triggers: Examples of this are non-behavioural events like the maturing of a certificate of deposit, service renewal, an anniversary, or a birthday.

Basic Events: These are behaviour- based but not consumer specific. So you need to think about how you are going to respond to everyone that places an order, what response you are going to give for everyone opening a new account, or a $5000 deposit, or even a type of website inquiry.

Significant Events: These are consumer initiated events and typically specific to a particular consumer segment. This would include a dramatic transaction like a product return, or an account cancellation, or even a significant deposit or withdrawl. For a travel company this could show travel between specific cities.

Complex Events: At this point you need to apply the significant events to specific consumers. So if a consumer makes a transaction you roll out an event based communication plan for that consumer.

Email, mobile, & social media need to be leveraged along with traditional marketing channels to respond to consumer ‘events.’

Don’t forget to join us on Friday on BrightTALK as we talk about strategies on creating the perfect CRM.

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