Strategy For Direct Marketing Presentation


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Looking to approach your marketing efforts to get real results? The basics can help make sure your investment will generate more revenues.

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Strategy For Direct Marketing Presentation

  1. 2. Sound familiar? "Half the money I spend on advertising is wasted; the trouble is I don't know which half."    ` John Wanamaker
  2. 3. About Cheri Marchio... <ul><li>  </li></ul><ul><li>25+ years in service, manufacturing wholesale industries within corporate, family and employee owned entities </li></ul><ul><li>In 2007 owned my own business – doing coaching, training and workshops for micro and small businesses </li></ul><ul><li>In 2010 joined the AlphaGraphics team to bring my marketing experience to a print shop changing business models </li></ul><ul><li>Frank and I enjoy our 4 adult sons, daughter-in-law and grandson, along with gardening and playing Scrabble </li></ul><ul><li>  </li></ul>
  3. 4. <ul><li>Who is AlphaGraphics? </li></ul><ul><li>Print Company with a New Business Model </li></ul><ul><li>Marketing Solutions Provider </li></ul><ul><li>Ideal Customer </li></ul>
  4. 5. <ul><li>What we are hoping to accomplish </li></ul><ul><li>By listening to you we hope to learn how to better help businesses with their marketing </li></ul><ul><ul><li>Project analysis </li></ul></ul><ul><ul><li>Marketing Roundtables </li></ul></ul><ul><li>Help develop a strategy and implementation plan </li></ul><ul><li>Create excitement instead of dread about marketing </li></ul><ul><li>Share our expertise when we can help </li></ul>
  5. 6. <ul><li>Objective or goals </li></ul><ul><li>Target and Segment your Audience determine the most relevant message </li></ul><ul><ul><li>Message Matrix and Clean Database </li></ul></ul><ul><li>Test, Measure, Optimize </li></ul><ul><li>Repeat </li></ul>Marketing strategy
  6. 7. Ready >> Fire >> Aim The opposite of a strategy and implementation plan…
  7. 8. <ul><li>Rule of 40-40-20 </li></ul><ul><li>Target audience (“list”): 40% </li></ul><ul><ul><li>Selecting only the most likely prospects </li></ul></ul><ul><li>Offer: 40% </li></ul><ul><ul><li>What you get, and what you have to do to get it. </li></ul></ul><ul><li>Creative: 20% </li></ul><ul><ul><li>The art, the copy </li></ul></ul>
  8. 9. <ul><li>Response Rates: </li></ul><ul><li>Broadcast mail .5-2% </li></ul><ul><li>Personalized mail 3-5% </li></ul><ul><li>Customized/Personalized 6-17%+ </li></ul>
  9. 10. Direct MarketingTips Remember, nobody is waiting for your message to arrive You need to answer the question that’s always on consumers minds… “What’s in it for me?” (WIIFM) • Speak to their pain, not your promotion • Personalize the message. • Continue the dialogue elsewhere; online with a personalized URL (PURL), and a database driven landing page, on a blog, on your website, within social media • Keep it real, with authentic statements and claims • Follow up quickly.
  10. 11. <ul><li>It’s about Needs and Wants and applying the AIDA formula </li></ul><ul><li>Attention – Showing that you understand their needs and wants </li></ul><ul><li>Interest -- Message and offer that is relevant </li></ul><ul><ul><li>They don’t care what you know – until they know that you care </li></ul></ul><ul><li>Desire -- To solve their problem with some immediacy </li></ul><ul><li>Action – Give them the information on what to do next </li></ul>
  11. 12. <ul><li>Try to offer as many of these options whenever possible: </li></ul><ul><ul><li>Personalized URLs (PURL) or GURLs </li></ul></ul><ul><ul><li>Phone (Trackable #800) </li></ul></ul><ul><ul><li>BRC (Pre-Paid Business Reply Card or envelope) </li></ul></ul><ul><li>It has to be measureable </li></ul>Let consumers respond the way they want
  12. 13. <ul><li>Trials </li></ul><ul><li>Assess and Retry </li></ul>Marketing is Science and Art
  13. 14. The point to remember about selling things is that, as well as creating atmosphere and excitement around your products, you've got to know what you're selling. -- Stuart Wilde
  14. 15. Effective Marketing Strategies LEAST EFFECTIVE MOST EFFECTIVE Outreach 1. DIRECT CONTACT AND FOLLOW-UP Outreach Credibility Visibility Credibility Visibility Credibility 2. NETWORKING AND REFERRAL BUILDING 4. WRITING AND PUBLICITY 3. PUBLIC SPEAKING Visibility Visibility 6. ADVERTISING 5. PROMOTIONAL EVENTS Copyright © 2008 • Wings for Business LLC •
  15. 16. Places you can find AlphaGraphics blog: twitter: linkedin: cheri-johnson-marchio facebook: Alphagraphics 647 AlphaGraphics White Bear Lake