E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative ServicesApril 25, 2013Catalog Marketing:S...
Welcome!Catalog Marketing: Still a Winner in YourMarketing MixSponsored by:Learn more about Agile at www.agile-ed.com
Introduction of PresentersRafael Mendez, Dir. BusinessDevelopment & Campaign Strategy,Evan-Moor Educational PublishersRafa...
Introduction of PresentersTim Ridgway, Vice President,Marketing, Califone International, Inc.Tim oversees marketing for Ca...
Introduction of PresentersMark Skup, Senior Vice President,O’Keefe Henry Direct, Inc.With O’Keefe Henry Direct, Mark Skup ...
CATALOG CHALLENGESAND MEASURINGPERFORMANCERafael Mendez and Mark Skup
Poll #1Do you sell to:o Individual Teacherso Schools/Districtso Both
Poll #2Do you accept purchase orders?o Yeso No
5 Catalog Challenges in our Market1. Determining who to mail to when each of ourcustomers may have multiple participants i...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market3. Increasing catalog costsAs costs increase, so must your catalogrevenue to maintain ca...
5 Catalog Challenges in our Market4. Decreasing catalog conversion rateso DMA has noted a 25% decrease in catalogresponse ...
5 Catalog Challenges in our Market5. School-market order curveo The longer your purchase cycle and themore campaigns you d...
Determining the right mix1. Where to invest? (catalogs, email, socialmedia, PPC, etc.)o Utilize profitability metrics like...
Determining the right mix2. Overall catalog volume and frequencyo Maximize your customer list using revenueand profit per ...
Determining the right mix2. Overall catalog volume and frequencyo Establish a prospecting threshold bydetermining an acqui...
Measuring Performance – NewCustomer Acquisition CostCalculating New Customer Acquisition CostQtyMldOrds RR%Demand $AvgOrdC...
Measuring Performance –Estimating Lifetime ValueUse existing data from 0-12 month buyer segmentsQtyMldOrds RR% Demand $Avg...
Measuring Performance – BalanceBetween CPNC and PPMo Cost Per New Customer = $27.50o Profit Per Piece Mailed = $3.20o Payb...
REACHING ANDENGAGING YOURAUDIENCETim Ridgway
B2B• How to reach your audience?• Increasing number ofcompeting channels• Print vs digital?• Consider an alternate filter ...
Califone Catalog Distribution• Push & Pull• Print run includesB2B catalogs withcustom front andrear covers
Competition to Catalog• Paper is no longerthe sole source ofinformation• Online informationcontinues to grow• Is digital’s...
Growth of Digital• Drop in traditional PCs• Rise in mobile devices• Today, half of total USpop. uses a mobile device• Mobi...
Mobile
Social MediaWhat’s missing?bit.ly/ZxogK9
Expand Your 2-DimensionalCatalogHow ? QR Codes!• What are they?• How are they used?A QR code can link toa website, a phone...
QR Codesbit.ly/jn0vsY
Expand Your 2-DimensionalCatalogbit.ly/17JEsM1
Expand Your 2-DimensionalCatalog• 51 QR codes used in the2013 Califone catalog• 1stQR Code Contest atInfocomm , 2011. Read...
Expand Your 2-DimensionalCatalog• Post your catalog online• Use of catalog for online SEO benefits (theprocess of improvin...
Expand Your 2-DimensionalCataloghttp://www.califone.com/download_center.phpbit.ly/13wcLqg
How do Users find Websites• Directly by knowing your audience• Links• Organic searches• 85% of all Internet traffic is ref...
How do they find your site?Learn whyGoogle’s algorithmis so importantbit.ly/Zilw4S
Keywords• Approximately 15% of algorithm• Content must be in HTML text format• Images and other non-text content is virtua...
Wrap Up• Print and digital work together. Readbit.ly/15mhRpu for more info• With increased mobile uses, opportunity tointe...
Conclusion• Califone is bullish on catalog mailing• Currently sending 10x more than in 2003• Single largest annual budget ...
Questions?Send them Using the QuestionsPanel
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Agile webinar catalog marketing in digital age may 2013

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  • Is it enough to put a Facebook or a Twitter logo in a book? No Land grab for digital mindshare, but the most effective marketing strategies incorporate traditional and digital elements into a cohesive package. This shouldn ’t be a debate between traditional vs digital, but shift to focus on making the two channels work together re blog http://econsultancy.com/us/blog/62546-making-digital-and-traditional-marketing-work-together
  • Contact info, website, company name. Sample shown is our British distributor
  • Quick question / audience poll – how many people in a show of hands have a smartphone or tablet? – leads to next slide
  • Definition of mobile media user - who use mobile web, access applications, or download content
  • Implications for catalogers – if placing website online, consider optimizing your website for mobile users
  • Familiar with these functions? If not then insert an image of the CMO ’s guide to the social landscape. Audience poll - ask to explore ways they have used social media to promote their catalogs. If there's time, this could be fun to explore! What ’s missing, these are all online activities – integration needed with print catalog
  • What are they? QR Codes are 2D Barcodes first released in 1994. Primary aim of being easily interpreted by scanner equipment in manufacturing, logistics and sales applications. How are they used? QR Codes combine several advantages over barcodes: a) they can hold a very large capacity of numbers or letters in any language 2) their printout size can be very small 3) they offer high speed reading 4) they can be read from any side (omnidirectional or 360° scan) Japan, the first country with a highly developed 3G network and high usage of the mobile internet
  • Link to a blog about how QR codes are used to reach and engage http://www.califone.com/blog/2011/06/21/using-qr-codes-to-reach-and-engage/ Can be put onto almost any substrate – a coin, or even knitted onto a sweater Explain bit.ly as another way to readily drop in a URL . In a catalog, it could link to a product page on a website, a blog, a video, even a sign up to receive an electronic newsletter.
  • Convert Your Catalog from Passive to Active for a more engaging experience. Traditional media highly effective way to reach a broad consumer audience. On the other hand, digital marketing can be used to create a relationship with the consumer that has depth and relevancy. Marketers should use the wider reach traditional marketing channels to generate broad awareness and drive consumers to the digital experience.
  • Catalog production is a proud child and everyone want to show off their baby pics Reap added rewards by putting it online for BtoB to download and use for future reference; PDF or ebook or ISSU
  • Bit.ly goes to the download center url
  • Defining exactly what Google ’s algorithm measures is very much a moving target – spawned its own niche industry Some updates Google has made to their algorithm are given names, ie Panda, Penguin etc.
  • bit.ly shown links to an overview of the changes over the years and what was suspected of changing
  • The other point I would add is that you don't ever fully discover the "answer."  Each year you revisit the mix to see how you curate your various parts. Just like catalog marketing – experiment, test, grow and execute. Database marketing is part of that mix (subtle plug for Agile)
  • Agile webinar catalog marketing in digital age may 2013

    1. 1. E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative ServicesApril 25, 2013Catalog Marketing:Still a Winner in YourMarketing Mix
    2. 2. Welcome!Catalog Marketing: Still a Winner in YourMarketing MixSponsored by:Learn more about Agile at www.agile-ed.com
    3. 3. Introduction of PresentersRafael Mendez, Dir. BusinessDevelopment & Campaign Strategy,Evan-Moor Educational PublishersRafael oversees all of Evan-Moor’scampaign strategies, which includedirecting ecommerce, direct mail and e-mail marketing. In this role, Rafael hasbeen instrumental in expanding Evan-Moor’s customer outreach and profitability.Mendez joined Evan-Moor in 2007,bringing a decade of strategic marketingexperience. He earned his BA ininternational studies and MBA inmanagement.
    4. 4. Introduction of PresentersTim Ridgway, Vice President,Marketing, Califone International, Inc.Tim oversees marketing for Califone,including catalogs, website, social media,tradeshows, PR, advertising, B2B and B2Csupport. He spent the previous 10 years atRemo, the leading global drumhead andpercussion manufacturer; where hemanaged its media and public relations. Heholds a Bachelor of Science degree inEconomics from the University of Californiaat Irvine.
    5. 5. Introduction of PresentersMark Skup, Senior Vice President,O’Keefe Henry Direct, Inc.With O’Keefe Henry Direct, Mark Skup hasbeen helping small to mid-sized catalogcompanies for the last 15 years. Mark’sentire career has been in the DirectMarketing and Catalog industry. Prior toO’Keefe Henry Direct he held senior levelmarketing positions with some of the largestand most sophisticated mailers in the countrysuch as The Signature Group, BradfordExchange, and Garden Way/Troy-Bilt.
    6. 6. CATALOG CHALLENGESAND MEASURINGPERFORMANCERafael Mendez and Mark Skup
    7. 7. Poll #1Do you sell to:o Individual Teacherso Schools/Districtso Both
    8. 8. Poll #2Do you accept purchase orders?o Yeso No
    9. 9. 5 Catalog Challenges in our Market1. Determining who to mail to when each of ourcustomers may have multiple participants inthe purchase cycle. Data may be limiting.Customer Participant Rev. Per PieceWashingtonElem.End User $0.80Influencer $3.50Purchase Approver $6.00Buyer $10.00
    10. 10. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Evan-MoorEvan-Moor Attn: Rafael Mendez123 Main 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Are you able to match this catalog recipientto the order?Example #1
    11. 11. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Rafael MendezEvan-Moor Evan-Moor18 Lower Ragsdale 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Does matching at the Ship To level makesense for your business.Example #2
    12. 12. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Bill EvansEvan-Moor Evan-Moor18 Lower Ragsdale 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Does matching at only the address levelmake sense for your business.Example #3
    13. 13. 5 Catalog Challenges in our Market3. Increasing catalog costsAs costs increase, so must your catalogrevenue to maintain catalog performance!Its not enough to simply:• Increase budgets• Reduce mail volumeYou need to:• Manage expense increases with response growth• Decrease expenses while maintaining response
    14. 14. 5 Catalog Challenges in our Market4. Decreasing catalog conversion rateso DMA has noted a 25% decrease in catalogresponse rates between 2003 and 2011o There has been an explosion of responsemediums in the past decade, includingonline advertising and social mediaThe catalog still produces the majority ofcampaign generated revenue for Evan-Moor.
    15. 15. 5 Catalog Challenges in our Market5. School-market order curveo The longer your purchase cycle and themore campaigns you deploy, the moredifficult it is to measure performance
    16. 16. Determining the right mix1. Where to invest? (catalogs, email, socialmedia, PPC, etc.)o Utilize profitability metrics like profit perorder across all direct mediumso Understand the penetration you can havewith your campaignso The school market universe is easilyaccessible for use in direct mail!
    17. 17. Determining the right mix2. Overall catalog volume and frequencyo Maximize your customer list using revenueand profit per piece mailedIn-House Buyers Qty RPM PPM Total Rev Total Profit2012 Catalog 1000 $10 $6 $10,000 $6,000Total $10 $6 $10,000 $6,000In-House Buyers Qty RPM PPM Total Rev Total Profit2013 Catalog 1 1000 $10 $6 $10,000 $6,0002013 Catalog 2 1000 $4 $2 $4,000 $2,000Total 2000 $7 $4 $14,000 $8,00040% Increase33% Increase
    18. 18. Determining the right mix2. Overall catalog volume and frequencyo Establish a prospecting threshold bydetermining an acquisition expense or CostPer New Customer (CPNC) that yourbusiness can sustain
    19. 19. Measuring Performance – NewCustomer Acquisition CostCalculating New Customer Acquisition CostQtyMldOrds RR%Demand $AvgOrdCogs/VarFulf(50%)MrktCost($.65)NetCont $CPNC100,000 1,000 1.0% $75,000 $75 $37,500 $65,000 ($27,500) $27.50
    20. 20. Measuring Performance –Estimating Lifetime ValueUse existing data from 0-12 month buyer segmentsQtyMldOrds RR% Demand $AvgOrdCogs/VarFulf(50%)MrktCost($.55)Net Cont$PPM25,000 2,500 10.0% $187,500 $75 $93,750 $13,750 $80,000 $3.20
    21. 21. Measuring Performance – BalanceBetween CPNC and PPMo Cost Per New Customer = $27.50o Profit Per Piece Mailed = $3.20o Payback on new customer acquisitioncost in 8-9 mailings
    22. 22. REACHING ANDENGAGING YOURAUDIENCETim Ridgway
    23. 23. B2B• How to reach your audience?• Increasing number ofcompeting channels• Print vs digital?• Consider an alternate filter ofcomplementary channels
    24. 24. Califone Catalog Distribution• Push & Pull• Print run includesB2B catalogs withcustom front andrear covers
    25. 25. Competition to Catalog• Paper is no longerthe sole source ofinformation• Online informationcontinues to grow• Is digital’s growthsustainable?
    26. 26. Growth of Digital• Drop in traditional PCs• Rise in mobile devices• Today, half of total USpop. uses a mobile device• Mobile media users in USgrew 19% to 116 millionover PY
    27. 27. Mobile
    28. 28. Social MediaWhat’s missing?bit.ly/ZxogK9
    29. 29. Expand Your 2-DimensionalCatalogHow ? QR Codes!• What are they?• How are they used?A QR code can link toa website, a phonenumber, video, a blogor a podcastKaywaMicrosoft
    30. 30. QR Codesbit.ly/jn0vsY
    31. 31. Expand Your 2-DimensionalCatalogbit.ly/17JEsM1
    32. 32. Expand Your 2-DimensionalCatalog• 51 QR codes used in the2013 Califone catalog• 1stQR Code Contest atInfocomm , 2011. Readmore by clicking tobit.ly/lX1L49
    33. 33. Expand Your 2-DimensionalCatalog• Post your catalog online• Use of catalog for online SEO benefits (theprocess of improving the quantity or volume oftraffic to a website from search engines fromnatural or unpaid (“Organic”) search results• http://www.califone.com/catalog/catalog2013.phpcan post with ads or without , fasterdownload than a PDF – easier to access
    34. 34. Expand Your 2-DimensionalCataloghttp://www.califone.com/download_center.phpbit.ly/13wcLqg
    35. 35. How do Users find Websites• Directly by knowing your audience• Links• Organic searches• 85% of all Internet traffic is referred to bysearch engines• 90% of all users don’t look past the first 30results (most only view the top 10)
    36. 36. How do they find your site?Learn whyGoogle’s algorithmis so importantbit.ly/Zilw4S
    37. 37. Keywords• Approximately 15% of algorithm• Content must be in HTML text format• Images and other non-text content is virtuallyinvisible to search engines• Learn more about the changeshttp://mz.cm/KYkW0I
    38. 38. Wrap Up• Print and digital work together. Readbit.ly/15mhRpu for more info• With increased mobile uses, opportunity tointegrate catalog is huge• Mix with other marketing components• Use of readily accessed information in catalogto quickly take a reader to another source formore information by using bit.ly or QR codes
    39. 39. Conclusion• Califone is bullish on catalog mailing• Currently sending 10x more than in 2003• Single largest annual budget item• To optimize today’s catalogs we mustincorporate other modalities in our tool belt
    40. 40. Questions?Send them Using the QuestionsPanel
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