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IDMD Online: Brands that love customers - Award winning South African direct marketer Neil Hart
 

IDMD Online: Brands that love customers - Award winning South African direct marketer Neil Hart

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Award winning South African direct marketer Neil Hart will share his experiences of what makes a successful campaign. Neil will show creative examples to inspire you to be great. You will also ...

Award winning South African direct marketer Neil Hart will share his experiences of what makes a successful campaign. Neil will show creative examples to inspire you to be great. You will also learn:

- The Rules of engagement
- The Tactics of engagement
- How to create the Love

Speaker: Neil Hart from Boomtown, South Africa, Member of DMASA

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  • Couples usually wait until 6-8 dates before they are willing to enter into an exclusive relationship The most common time for breakups is around three to five months. On average, it takes between 12 to 14 dates before couples will trade house keys. Ninety-two percent of single parents would rather date other single parents. m Thirty-three percent of online daters form a relationship, 33% do not, and 33% give up. Researchers at the University of Chicago found that people were twice as likely to find a date through friends and family than through the bar scene. Four out of 10 workplace dating relationships result in marriage. i
  • This is not scientific common sense...actually uncommon sense
  • it HAS to be genuine! Start with internal, are relationships important in your business
  • Google, spend the money in the home
  • Google, spend the money in the home
  • 1. creating your brand from your perspective. “We” do this...bad. Demonstrate lifestyle understanding, fit in. 2. Impotency. Safe is risky! 3. Segmentation, tribal mapping, insights. 4. Focus everything around measurability...measure what matters 5. Behavior change is the secret. Creating fun ads is less n.b. than getting a customer to buy.
  • Seth Godin...worth making a remark about...lead into Aggrekoword of mouth

IDMD Online: Brands that love customers - Award winning South African direct marketer Neil Hart IDMD Online: Brands that love customers - Award winning South African direct marketer Neil Hart Presentation Transcript

  • BRANDS THATLOVE CUSTOMERSFIND CUSTOMERS THAT LOVE BRANDS Live for the Boom!
  • 18 years 50+ peopleJohannesburg and Port Elizabeth strategy/creativity synergy unique methodology Live for the Boom!
  • GROW YOUR BRAND1. Build brand for a long-term sustainable business GROW YOUR SALES2. Build cash flow and boost profitability STRENGTHEN CUSTOMER3. RELATIONSHIPS Create loyal customer relationships to increase lifetime value.
  • BRANDS THAT lovecustomers...1. Creating the Love2. The Rules of engagement3. Tactics of engagement4. Creative examples to inspire you Live for the Boom!
  • I’m here to teach you about dating Live for the Boom!
  • CRM direct Live for the Boom!
  • Dating basicsCouples usually wait until 6-8 dates before they are willing to enter into anexclusive relationship.The most common time for breakups is around three to five months.On average, it takes between 12 to 14 dates before couples will tradehouse keys.Dating your customers6-8 touchpoints per campaignDon’t flirt to convert and then forgetInvest time into building the relationship, you’ll reap the rewards of loyalty Live for the Boom!
  • Dating basicsNinety-two percent of single parents would rather date other singleparents.Researchers at the University of Chicago found that people were twice aslikely to find a date through friends and family than through the bar scene.Four out of 10 workplace dating relationships result in marriage.Dating your customersConsumers choose brands that understand who they really are.Word of mouth, peer to peer recommendations are most powerful Live for the Boom!
  • Dating basicsPsychologists at the University of Pennsylvania studied data from over10,000 speed daters and found that most people make a decisionregarding a person’s attraction within three seconds of meeting.Dating your customersCreativity is criticalAll communication needs to work in the first 3 seconds Live for the Boom!
  • Dating basicsThirty-three percent of online daters form a relationship, 33% do not, and33% give up.Dating your customersSegment your customer base. Use psychographics rather thandemographicsIf you work harder, you’ll get 33% more customers Live for the Boom!
  • Dating basicsIn the online dating world, women are afraid of meeting a serial killer. Menare afraid of meeting someone “fat.”According to Ann Rule, only about 3% of men are psychopaths, of whichonly a tiny percentage are serial killers. Live for the Boom!
  • The rules of engagement Live for the Boom!
  • #1The brand HAS to live inside-outIf there’s love at home, the whole house is happyCreate brand engagement internally before expecting othersfollowSustain your internal brand with the same level of passion youwould for your customers. Live for the Boom!
  • Live for the Boom!
  • #2 Customer loyalty is the key to profitabilityEveryone longs for a long term relationshipHave a sales philosophy that emphasizes relationship building.Think end-of-time friendships, not end-of-month totals.Without customer loyalty, customers leave. Then you can end upsacrificing as much as a third of your sales year just to get yournumbers back to where they were the previous year. Ouch. Live for the Boom!
  • Live for the Boom!
  • Live for the Boom!
  • #3 Lead something!Everyone wants to follow something worthwhileBe known for something, a cause, a conspiracy...Define a unique niche and become the customers expert on it.Write your unique brand stories, create content, PR, write songs... Live for the Boom!
  • Live for the Boom!
  • 600% increase insales in first 2 months! Live for the Boom!
  • Educate me onproducts/servicesTeach me yourculture/valuesEntertain me Live for the Boom!
  • 5 of the most common marketing errors1.Trying to force customers to love your brand(demonstrate lifestyle understanding)2.Playing it safe (safe is risky)3.Speaking generically to a faceless target market(tribal mapping, insights)4.Thinking marketing is not measurable (measurewhat matters)5.Focus on creativity alone (change behavior, getcustomer to buy) Live for the Boom!
  • I know the rules,I just can’t get them to notice me!!!! Live for the Boom!
  • Customers love: to see things done differentlytake an everyday challenge: the abilityservice and make it to look in order todifferent see something new. Live for the Boom!
  • Customers love: to see things done differentlyCustomers perceive innovation Aida Cruises Live for the Boom!
  • Customers love: to see things done differentlyCustomers perceive innovation Live for the Boom!
  • BE REMARKABLE!
  • Innovation: in the mining sector ! ? Case study: Always On Campaign Live for the Boom!
  • Always On Campaign Live for the Boom!
  • Objectives• Generate leads• Create brand presence, noise and differentiate• Trigger recall• Become supplier of choice• Personalize the brand and create affinity Methodology• Direct Marketing• Print Media• Digital• Outdoor Live for the Boom!
  • Print Media Live for the Boom!
  • Outdoor Live for the Boom!
  • Call centre | Direct emailer Emails sent 749 Bounce rate 26% Emails through 554 Open rate 13.35% Live for the Boom!
  • Web | Digital Live for the Boom!
  • Direct marketing Live for the Boom!
  • Live for the Boom!
  • Web | Digital Traffic Live for the Boom!
  • Web | Digital 1 6 5 2 4 7 3 3 1 1 2 4 8 2 56 7 8 9 10 1 Z card Mining Weekly Friday 29 July 2 Z card Engineering News Friday 05 August Tuesday 23 Aug - 23 Units 1 Thursday 4 Aug - 21 Units 6 2 Wednesday 10 Aug - 11 Units 7 Monday 29 Aug - 25 Units 3 Thursday 11 Aug - 6 Units 8 Monday 5 Sep - 42 Units 4 Monday 15 Aug - 23 Units 9 Monday 12 Sep - 76 Units Blimp Monday 22 Aug - 8 Units Monday 19 Sep - 22 Units 5 10 Live for the Boom!
  • Who did we reach? Decision maker 74% Not decision maker 15% Unknown 11% Positive 57% Neutral 26% No need 17% Heard of Aggreko 21% Not heard 74% Unknown 5% Live for the Boom!
  • They felt the love... “It’s one of the best marketing tools I have ever come across”. VERY impressed!” Mr Chapman, Volkswagen SA Was very impressed! Enjoyed the entire experience. Wants to be contacted Mr. Malinga, Mondi Packaging “Most fun I have had in months, I love the concept”. Interested in campaign and will research company further. Mr. Lilje, Silverton Engineering “As soon as I opened the box I went to the website. Loved it and had a good laugh!” Wants a rep to contact him. Mr. Harris, Bosal Afrika Group Enquiries target: 20% 57% enquiries generated 78% increase in brand recognition Live for the Boom!
  • closing time...You’re in a relationship, never forget thatFirst create the brand insideBe remarkable and lead somethingFocus everything around lifetime valueGet powerful wins by being tacticalRun creative campaigns and measure what matters most Live for the Boom!
  • THANK YOU neil@boomtown.co.za