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6 Smart Direct Marketing Lessons That Saved a Brand
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6 Smart Direct Marketing Lessons That Saved a Brand

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This award-winning case demonstrates 6 key lessons of successful direct marketing - from knowing your audience to creating an offer to achieve your objective. And most importantly they were......

This award-winning case demonstrates 6 key lessons of successful direct marketing - from knowing your audience to creating an offer to achieve your objective. And most importantly they were focused on the long-term value of the customer.

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  • 1. 6 Smart Direct Marketing Lessons from 8 days that saved a brand Winner: Gold Effie, DMA Bronze International Echo Award, WBA Best in Show WebAward Congratulations to the brains behind the Glidden campaign – AkzoNobel’s management team, DDB New York and ETCETERA (a DDB company in Amsterdam), Hitchcock Fleming and Associates (web and social media), and Liggett Stashower (PR and events). www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 2. Glidden’s Dire Market Situation §  Challenges: – Danger of being dropped from #1 home improvement chain in America for low sales » Overcome a 40% 5-year decline in Glidden sales – Weak economy reduced home sales and renovation improvements – Glidden viewed as “Grandfather’s paint” www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 3. Lesson #1: Know your target audience and what they want §  Consumers were overwhelmed by color choice and discouraged by a poor economy – Help them find their style – Simplify options to get them painting www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 4. Glidden Gets You Going §  Marketing strategy –  Take the pain out of painting –  Prove improved product quality » Get trial of product –  Drive consumers to Home Depot to buy Glidden §  Marketing Tactics –  Train retail employees on new improved Glidden advantages –  Free trial offer –  Convert trial to buyers www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 5. Lesson #2: Your offer begins with your product Genius of this free trial offer – enough to test and prove the product, but not enough to finish the project www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 6. Website
  • 7. Lesson #3: Make your creative engaging by focusing on the customer www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 8. TV Ad Interactive product demonstration on website ©1998-2013 Smith Browning Direct, Inc. All Rights Reserved.
  • 9. Lesson #4: It’s a multichannel world Both for promotion and fulfillment www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 10. Print Ads
  • 11. Retail www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 12. Social Media ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 13. Lesson #5: No matter how brilliant your marketing, the back end determines your success www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 14. Fulfillment and email instructions www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 15. Demand was off the charts Glidden was monitoring social media and got an offer out for immediate redemption www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 16. Lesson 6: Focus on long-term value of the customer www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 17. Free Trial Data collection for future marketing www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 18. Conversion and Followup Upsell based on color selected for free trial ©1998-2013 Smith Browning Direct, Inc. All Rights Reserved.
  • 19. Results §  Goal: 320,000 trials in 1 week §  Actual: Ran out of trials in 3 days §  Saved relationship with Home Depot §  Expanded to Walmart replacing legacy brand §  Estimated value/long term impact of campaign = +31% lift in total sales www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 20. 6 Smart Direct Marketing Lessons 1.  Know your target audience 2.  Don’t forget that your product is the core of your offer 3.  Make your creative engaging by focusing on the customer 4.  It’s a multichannel world 5.  No matter how brilliant your marketing, the back end determines your success 6.  Focus on long-term value of the customer www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.
  • 21. Beth Smith beth@DirectMarketingSmarts.com §  Over 10,000 professionals have attended Beth’s direct marketing courses on 5 continents §  35-year career direct marketer §  Creator and Educational Director of the DMA Direct Marketing Institute §  DMEF Ed Mayer Award recipient for lifetime contribution to direct marketing §  DMA Board of Directors Executive Committee 2010-2013 www.DirectMarketingSmarts.com ©2013 Smith Browning Direct, Inc. No Reproduction allowed.