paper monologues
in an interactive
world
cross media marketing seminar

Who is who ?
Henny Bart

Who is who ?
Henny Bart

Who is who ?
Henny Bart

What is direct marketing ?

What is direct marketing ?

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.

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.

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.

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.

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.

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.

“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”

“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”

John

a happy
nerd

#1
salesman

75.000 $ /week
conversion ratio 73%
satisfaction ratio 98%
highest bonus level

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)

Who is Joseph Girard ?

Who is Joseph Girard ?
average of
6 cars per day

Who is Joseph Girard ?
average of
6 cars per day
sold once 18
cars in one day

Who is Joseph Girard ?
average of
6 cars per day
sold 174 cars in
one month sold once 18
cars in one day

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

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

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.

lly
it reaks
suc

He’s no longer
talking at customers,
he’s talking with them.

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.

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

The 2nd best technique
besides a sales talk
is a

Vögele
Vögele’s
Dialogue Method

Should I open it ?

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?

Should I open it ?
“yes” “no”
reinforcers filters

Should I open it ?
The more reinforcers, the less filters,
the higher chances are the mailing is opened.

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.

The natural reading curve.

The natural reading curve.

How to interrupt human nature.

How to interrupt human nature.
The new sex rules!
Who’s the man, who’s
the woman?
15%
disco
unt!
Do it now!

How to interrupt human nature.
The new sex rules!
Who’s the man, who’s
the woman?
15%
disco
unt!
Do it now!

The expected reading curve.
The actual reading curve.

The expected reading curve.
The actual reading curve.

Is this still a viable business model ?

Content has to be compelling.

Content has to be compelling.

All you need is love a good database.

This generation is giving up its privacy

because they are expecting relevancy in return.

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

direct mail
e-mail

direct mail
e-mail

Lisa,
Happy Secretary Day

thanks
for your attention
henny.vangerwen@proximity.bbdo.be
bart@adnerds.be