Paper monologues in an interactive world

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Half of the AdNerds went into a duel with DM (on paper) specialist Henny Van Gerwen from Proximity BBDO (our mother organisation).

Valuable lessons from Henny's old time favorite Vögele and AdNerds' insights on social and new media are the perfect match for creating breakthrough response-generating actions that work both on- and off the line.

A perfect story for Adobe Belgium's "Cross Media Marketing" seminar.

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Paper monologues in an interactive world

  1. 1. paper monologues in an interactive world cross media marketing seminar
  2. 2. Who is who ? Henny Bart
  3. 3. Who is who ? Henny Bart
  4. 4. Who is who ? Henny Bart
  5. 5. What is direct marketing ?
  6. 6. What is direct marketing ?
  7. 7. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  8. 8. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  9. 9. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  10. 10. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  11. 11. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  12. 12. Direct marketing is ... a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to 1) send its messages directly to consumers, without the use of intervening media. This involves commercial communication (direct mail, e-mail, telemarketing) with consumers or businesses, usually unsolicited. The second characteristic is that it is 2) focused on driving a specific "call-to-action". This aspect of direct marketing involves an emphasis on trackable, measurable positive (but not negative) responses from consumers (known simply as "response" in the industry) regardless of medium.
  13. 13. “In contrast to interactions that are largely sequential, face-to-face interaction makes it possible for two people to be sending and delivering messages simultaneously. The cycle of interruption, feed-back and repair possible in face-to-face interaction is so quick that it is virtually instantaneous. As (sociologist Erving) Goffman notes, “a speaker can see how others are responding to his message even before it is done and alter it midstream to elicit a difference response”. Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
  14. 14. “In contrast to interactions that are largely sequential, face-to-face interaction makes it possible for two people to be sending and delivering messages simultaneously. direct The cycle of interruption, feed-back and repair possible in face-to-face interaction is so quick that it is virtually instantaneous. As (sociologist Erving) Goffman notes, “a speaker can see how others are responding to his message even before it is done and alter it midstream to elicit a difference response”. Nitin Nohria, extract from “Face-to-face: Making Network Organizations Work”
  15. 15. John
  16. 16. a happy nerd
  17. 17. #1 salesman
  18. 18. 75.000 $ /week conversion ratio 73% satisfaction ratio 98% highest bonus level
  19. 19. Who is Joseph Girard ? Sold more retail "big ticket" items "one-at-a-time" than any other sales person in any retail industry including houses, boats motor homes, insurance, automobiles, etc. "World's Greatest Salesman" (Guinness Book of World Records)
  20. 20. Who is Joseph Girard ?
  21. 21. Who is Joseph Girard ? average of 6 cars per day
  22. 22. Who is Joseph Girard ? average of 6 cars per day sold once 18 cars in one day
  23. 23. Who is Joseph Girard ? average of 6 cars per day sold 174 cars in one month sold once 18 cars in one day
  24. 24. Who is Joseph Girard ? average of 6 cars per day sold 1425 cars in one year sold 174 cars in one month sold once 18 cars in one day
  25. 25. Who is Joseph Girard ? average of 6 cars per day sold 1425 cars in one year sold 174 cars in one month sold once 18 cars in one day sold 13.001 cars in 15 years
  26. 26. Joseph‘s main reason of success ? information asymmetry deals with the study of decisions in transactions where one party has more or better information than the other.
  27. 27. lly it reaks suc
  28. 28. He’s no longer talking at customers, he’s talking with them.
  29. 29. He’s no longer talking at customers, he’s talking with them. Besides, they are often as good informed as he is, or even better.
  30. 30. e!ective adequate to accomplish a purpose, producing the intended or expected result e"cient performing or functioning in the best possible manner with the least waste of time and e!ort
  31. 31. The 2nd best technique besides a sales talk is a
  32. 32. Vögele Vögele’s Dialogue Method
  33. 33. Should I open it ?
  34. 34. Why me? Who is writing me? Why are they writing? Why should I read this? Am I interested in this? What will it cost me?
  35. 35. Should I open it ? “yes” “no” reinforcers filters
  36. 36. Should I open it ? The more reinforcers, the less filters, the higher chances are the mailing is opened.
  37. 37. A simple test to proof people’s ability to scan. Acocrndig to rseercah of an Egnlsih uinevisrty, it dsone’t mtaetr in wchih oderr ltretes of a wrod are sreotd. The olny tinhg taht cunots is taht the frsit and lsat lteetr are crrocet.
  38. 38. The natural reading curve.
  39. 39. The natural reading curve.
  40. 40. How to interrupt human nature.
  41. 41. How to interrupt human nature. The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now!
  42. 42. How to interrupt human nature. The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now!
  43. 43. The expected reading curve. The actual reading curve.
  44. 44. The expected reading curve. The actual reading curve.
  45. 45. Is this still a viable business model ?
  46. 46. Content has to be compelling.
  47. 47. Content has to be compelling.
  48. 48. All you need is love a good database.
  49. 49. This generation is giving up its privacy
  50. 50. because they are expecting relevancy in return.
  51. 51. Are your ingredients right ? The new sex rules! Who’s the man, who’s the woman? 15% disco unt! Do it now! break natural compelling a good habits content database
  52. 52. direct mail e-mail
  53. 53. direct mail e-mail
  54. 54. Lisa, Happy Secretary Day
  55. 55. thanks for your attention henny.vangerwen@proximity.bbdo.be bart@adnerds.be

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