Discover the Economics of Engagement
Overview
Today, it’s no longer about mass marketing, but efficient target marketing—building relationships with the people critical to your business. Atrium Enterprises is all about building profitable and measurable relationships, whether with your customers, channel partners, sales team, or all of your employees. We provide a full suite of strategies, solutions, and technology to help you identify the people critical to your success, engage with them, and open an ongoing dialog directly related to your organizational objectives.
Engagement is all about getting people to raise their hands and declare, “Yes, I’m interested in what your organization has to say.” Once they do, you’ve opened an invaluable route toward more profitable and measurable marketing and communications. How? You can track results precisely against the people who have raised their hands and opted to stay in touch with your organization.
Engagement strategies apply to almost any audience in external and internal marketing:
- Consumers (B to C)
- Business customers (B to B)
- Channel partners (agents, reps, dealers, etc.)
- Your sales team
- Employees
- Shareholders
Depending on your organizational objectives, getting your key audiences engaged significantly improves the efficiency and results of marketing communications.
External and internal engagement strategies can include:
- Permission-based marketing communications
- Loyalty and recognition programs
- Affinity programs
- Company stores
Understanding Your Objectives
Developing an effective engagement strategy requires an understanding of what you’re trying to accomplish:
- Increase customer sales, retention, or referrals?
- Enhance communication with customers or channel partners?
- Increase frequency of purchases?
- Focus your sales team on specific products or services?
- Align employee behaviors with organizational goals?
- Motivate vendors?
- Get shareholders on board?
Atrium knows how to use engagement strategies to address all of the above business objectives.
Identifying Your Audience
Atrium provides a complete solution for understanding your audience and how to engage them.
- Who are the people critical to achieving your objectives: consumers, business people, salespeople, vendors, shareholders?
- What will make them engage: incentives, recognition, useful information, entertainment, special privileges?
Strategy Design
- How will you foster engagement, retain it, link it to your business objectives, and measure the results?
- What types of incentives, services, content, or other benefits will power your engagement strategy, and how will you implement them?
- What media will you use to maintain your dialog: the Web, e-mail, RSS, podcasts, etc.?
- What sort of database will you use to manage and track the dialog with individuals, and link their actions to results?
Atrium provides a complete business plan with measurable ROI built into every program.
Implementation
Atrium has all of the resources necessary to translate your engagement strategy into an operational plan and execute all aspects of the program through to results measurement.
Our capabilities include:
Creativity:
- To identify and produce precisely the right engagement tactics for your objectives, audience, and budget.
- To integrate your engagement strategy with your overall marketing plan.
Technology:
- To create and maintain growing databases of people who have opted in and agreed to receive ongoing information.
- To reward loyalty or specific behaviors through the use of incentives and rewards.
- To build relationships by providing useful information, entertainment, or special privileges.
- To enhance engagement and build partnerships with other vendors through affinity programs offering your audience special pricing and services through your trusted business partners.
- To measure the specific actions and behaviors fostered by your engagement strategy.
- To link those actions and behaviors to the desired organizational outcomes.
Measurement
Engagement strategies take the spray and pray out of marketing, because you can precisely measure results based on behaviors, not beliefs. Whether you’re targeting an external or internal audience, Atrium’s engagement strategies let you track:
- How many and what types of people actually engaged as a result of your campaign?
- How deep was their engagement? How often did they open or respond to your communications?
- How deep was their participation? How often or for how long did they take advantage of the incentives, rewards, useful information, content, or entertainment offered as part of the effort?
- How did engagement translate into results? Did the engaged customers buy more? Did they refer more customers? Did the engaged channel partners pitch your product or service better? Did your sales team hit its targets? Did employees rally around your organizational goals and help achieve the objectives?
