ILO Marketing Workshop “How to create more money  for your association” Erik Van Vooren & Georges Van Nevel
The Programme <ul><li>Part 1: Why do associations need marketing? </li></ul><ul><li>Part 2: Implementing a direct marketin...
Part 1 Why do associations  need marketing? “ If you don’t know where to go,  any road can lead you there”
What challenges are you facing? <ul><li>Awareness/positioning </li></ul><ul><li>Preference </li></ul><ul><li>Recruitment <...
What is marketing? <ul><li>NOT just </li></ul><ul><ul><li>selling </li></ul></ul><ul><ul><li>advertising </li></ul></ul><u...
The marketing tools <ul><li>Market survey/market research </li></ul><ul><li>Product & service = portfolio management </li>...
The marketing  communication tools <ul><li>Personal contact </li></ul><ul><li>P.R. & free publicity & events </li></ul><ul...
The benefits of direct marketing <ul><li>Direct measurable results </li></ul><ul><li>High impact </li></ul><ul><li>Flexibi...
Direct Marketing Tools  <ul><li>Internet </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>D...
Monitoring the whole process SUSPECT PROSPECT QUALIFIED PROSPECT CUSTOMER LOYAL CUSTOMER
-Part 2- Implementing a direct marketing programme “ You can’t get a baby in one month by making nine girls pregnant”
1. Selective targeting 1. Target group definition 2. Target group selection Addressable media Non-addressable media
Tips for building your database <ul><li>The best database is the one you create yourself </li></ul><ul><li>What kind of da...
Monitor the data quality <ul><li>Garbage in, garbage out </li></ul><ul><li>Keep different kinds of information  in differe...
Different ways to segment  your market <ul><li>Sector segmentation  </li></ul><ul><li>Benefit segmentation </li></ul><ul><...
Differential Marketing Strategies Source: Ogilvy One LTV Low High Low High Loyalty Maintain TLC Observe Develop
2. Make them an offer  they can’t resist Product Benefits Product Features Discounts Promotions Incentives ... Extra’s
3. The campaign strategy Mediamix Mass Addressable Personal Print Broadcast Webmarketing Mail Telemarketing Visits Seminar...
4. Develop a powerful dialogue   Scanning Dialogue Reading Dialogue   Call for Action Direct  Response
1st Dialogue Principle <ul><li>“ At the first contact, your mailing is being scanned,  NOT read” </li></ul><ul><li>The pro...
2nd Dialogue Principle <ul><li>“ In those first seconds, the prospect looks for an answer to the question:  WII-FM ?” </li...
3rd Dialogue Principle <ul><li>“ The scanning of your mailing  follows a fixed pattern.  ” </li></ul><ul><li>In the first ...
4rd Dialogue Principle <ul><li>“ Your can influence the way your mailing will be scanned & read  ” </li></ul><ul><li>Follo...
5th Dialogue Principle <ul><li>“ Each element in your mailing has a specific dialogue- function.” </li></ul><ul><li>The  e...
Applying the Dialogue Principles: print advertising <ul><li>Size </li></ul><ul><li>Position </li></ul><ul><li>Lay-out </li...
Applying the principles: direct mail <ul><li>The envelope </li></ul><ul><li>The letter </li></ul><ul><li>The brochure/cata...
Applying the principles: telemarketing <ul><li>Identification </li></ul><ul><li>Validation </li></ul><ul><li>Exploration <...
5. Organise a swift follow up  <ul><li>Keep the cool down curve in mind ! </li></ul>
6. Evaluate the results  <ul><li>Not just response percentage, but cost per response… </li></ul><ul><li>Or even better: co...
Tips for a telemarketing script <ul><li>Step 1: Mutual identification </li></ul><ul><ul><li>Who are you? </li></ul></ul><u...
Tips for a telemarketing script <ul><li>Step 4: Argumentation </li></ul><ul><ul><li>Gradual argumentation </li></ul></ul><...
Part -3- Direct Mail Packages: some additional hints Success is a ladder you can’t climb… with your hands in your pockets !
What mistakes do beginners  often make ? <ul><li>Not including a letter, or underestimating its importance </li></ul><ul><...
How many documents  can I put in my mailing ? <ul><li>The standard package </li></ul><ul><ul><li>envelope + letter + folde...
What size of envelope  do I use best ? <ul><li>Smaller </li></ul><ul><ul><li>= more personal, private </li></ul></ul><ul><...
Should I put my name/logo  on the envelope ? <ul><li>When you are an unknown company mailing to prospects </li></ul><ul><u...
What is better: a label on the envelope or a window envelope ? <ul><li>Label on the envelope </li></ul><ul><ul><li>less pe...
Will I get more response  when I use a real stamp ? <ul><li>Your mailing will certainly get more attention </li></ul><ul><...
How can I best open my letter ? <ul><li>Start with a question </li></ul><ul><li>Start with a quote </li></ul><ul><li>Start...
How can you give your letter a more personal touch ? <ul><li>Print a date at the top </li></ul><ul><li>Print “From the des...
Is the P.S. still important ? <ul><li>It is still an important fixation point </li></ul><ul><li>Repeat the main message of...
How can I get more return from my catalogue ? <ul><li>Send a reminder mailing 4/6 weeks after your catalogue </li></ul><ul...
How long should my letter be ? <ul><li>There is no limit to the length </li></ul><ul><li>as long as what you say is releva...
What do I put on the cover of my brochure or catalogue ? <ul><li>Your best selling product </li></ul><ul><li>Your latest (...
What are the most important pages in my catalogue ? <ul><li>Cover </li></ul><ul><li>Back-cover </li></ul><ul><li>Inside fr...
What more can I do with my reply card to increase response ? <ul><li>Make it bigger </li></ul><ul><li>Use more colours </l...
Do I really need a reply envelope ? <ul><li>Depends on  </li></ul><ul><ul><li>the information you request on your reply ca...
Will I get more response with a “postage paid” envelope ? <ul><li>Yes… </li></ul><ul><ul><li>certainly with private househ...
How much response may I expect ? <ul><li>Between 0 and 100% </li></ul><ul><li>Depends on… </li></ul><ul><ul><li>your produ...
Can I mail the same package a second time to the same people ? <ul><li>Yes </li></ul><ul><ul><li>probably they won’t remem...
How often can I mail my customers and prospects ? <ul><li>More than you think </li></ul><ul><li>Test the optimal frequency...
How do I increase the changes that my mailing will be read ? <ul><li>Select the right target group </li></ul><ul><li>Use a...
Can I use the fax  to send my mailing ? <ul><li>No… </li></ul><ul><li>Unless </li></ul><ul><ul><li>to customers </li></ul>...
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ILO Marketing Workshop "How to create more money

  1. 1. ILO Marketing Workshop “How to create more money for your association” Erik Van Vooren & Georges Van Nevel
  2. 2. The Programme <ul><li>Part 1: Why do associations need marketing? </li></ul><ul><li>Part 2: Implementing a direct marketing programme </li></ul><ul><li>Part 3: Additional tips for powerful direct mailings </li></ul>
  3. 3. Part 1 Why do associations need marketing? “ If you don’t know where to go, any road can lead you there”
  4. 4. What challenges are you facing? <ul><li>Awareness/positioning </li></ul><ul><li>Preference </li></ul><ul><li>Recruitment </li></ul><ul><li>Loyalty </li></ul><ul><li>… </li></ul>Cost effective
  5. 5. What is marketing? <ul><li>NOT just </li></ul><ul><ul><li>selling </li></ul></ul><ul><ul><li>advertising </li></ul></ul><ul><li>BUT </li></ul><ul><ul><li>understanding the needs/behaviour of your market </li></ul></ul><ul><ul><li>adapting the marketing mix to the market </li></ul></ul>
  6. 6. The marketing tools <ul><li>Market survey/market research </li></ul><ul><li>Product & service = portfolio management </li></ul><ul><li>Price = price differentiation </li></ul><ul><li>Promotion </li></ul><ul><ul><li>sales </li></ul></ul><ul><ul><li>advertising </li></ul></ul><ul><ul><li>sales promotion </li></ul></ul><ul><li>Place = channel management </li></ul>
  7. 7. The marketing communication tools <ul><li>Personal contact </li></ul><ul><li>P.R. & free publicity & events </li></ul><ul><li>Exhibitions/seminars </li></ul><ul><li>Mass media advertising </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Webmarketing </li></ul><ul><li>… . </li></ul>
  8. 8. The benefits of direct marketing <ul><li>Direct measurable results </li></ul><ul><li>High impact </li></ul><ul><li>Flexibility </li></ul><ul><li>Budget control </li></ul>
  9. 9. Direct Marketing Tools <ul><li>Internet </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Database </li></ul>
  10. 10. Monitoring the whole process SUSPECT PROSPECT QUALIFIED PROSPECT CUSTOMER LOYAL CUSTOMER
  11. 11. -Part 2- Implementing a direct marketing programme “ You can’t get a baby in one month by making nine girls pregnant”
  12. 12. 1. Selective targeting 1. Target group definition 2. Target group selection Addressable media Non-addressable media
  13. 13. Tips for building your database <ul><li>The best database is the one you create yourself </li></ul><ul><li>What kind of data do you put in the database? </li></ul><ul><ul><li>Identification data (name, address, sector, people, functions, DMU...) </li></ul></ul><ul><ul><li>Relationship data (prospect, member, in which activities participated…) </li></ul></ul><ul><li>Where do you find the ‘basic’ data? </li></ul>
  14. 14. Monitor the data quality <ul><li>Garbage in, garbage out </li></ul><ul><li>Keep different kinds of information in different fields </li></ul><ul><ul><li>surname, name, title, company, street, number, postal code, … </li></ul></ul><ul><li>Standardise the data whenever possible </li></ul><ul><li>Data = perishable information </li></ul><ul><ul><li>keep it frequently updated </li></ul></ul>
  15. 15. Different ways to segment your market <ul><li>Sector segmentation </li></ul><ul><li>Benefit segmentation </li></ul><ul><li>Behavioural segmentation </li></ul>
  16. 16. Differential Marketing Strategies Source: Ogilvy One LTV Low High Low High Loyalty Maintain TLC Observe Develop
  17. 17. 2. Make them an offer they can’t resist Product Benefits Product Features Discounts Promotions Incentives ... Extra’s
  18. 18. 3. The campaign strategy Mediamix Mass Addressable Personal Print Broadcast Webmarketing Mail Telemarketing Visits Seminars Exhibitions
  19. 19. 4. Develop a powerful dialogue Scanning Dialogue Reading Dialogue Call for Action Direct Response
  20. 20. 1st Dialogue Principle <ul><li>“ At the first contact, your mailing is being scanned, NOT read” </li></ul><ul><li>The prospect is not waiting for your mailing </li></ul><ul><li>He has little time </li></ul><ul><li>He is scanning the content </li></ul><ul><li>The first seconds are crucial </li></ul>
  21. 21. 2nd Dialogue Principle <ul><li>“ In those first seconds, the prospect looks for an answer to the question: WII-FM ?” </li></ul><ul><li>Do the key benefits stand out ? </li></ul><ul><li>Are they easy to understand ? </li></ul><ul><li>Are they motivating ? </li></ul>
  22. 22. 3rd Dialogue Principle <ul><li>“ The scanning of your mailing follows a fixed pattern. ” </li></ul><ul><li>In the first seconds, your prospect looks at: </li></ul><ul><ul><li>images </li></ul></ul><ul><ul><li>headlines </li></ul></ul><ul><ul><li>words </li></ul></ul><ul><ul><ul><li>bold </li></ul></ul></ul><ul><ul><ul><li>underlined </li></ul></ul></ul><ul><ul><ul><li>colour </li></ul></ul></ul><ul><ul><ul><li>capitals </li></ul></ul></ul><ul><ul><ul><li>... </li></ul></ul></ul>
  23. 23. 4rd Dialogue Principle <ul><li>“ Your can influence the way your mailing will be scanned & read ” </li></ul><ul><li>Follow the eye-movement pattern </li></ul><ul><li>Put your key message along this path </li></ul>
  24. 24. 5th Dialogue Principle <ul><li>“ Each element in your mailing has a specific dialogue- function.” </li></ul><ul><li>The envelope </li></ul><ul><ul><li>creates the expectation </li></ul></ul><ul><li>The letters </li></ul><ul><ul><li>the personal talk </li></ul></ul><ul><li>The folder </li></ul><ul><ul><li>the product or service </li></ul></ul><ul><li>The reply card (form) </li></ul><ul><ul><li>the call to action </li></ul></ul>
  25. 25. Applying the Dialogue Principles: print advertising <ul><li>Size </li></ul><ul><li>Position </li></ul><ul><li>Lay-out </li></ul><ul><li>Response mechanism </li></ul><ul><ul><li>coupon </li></ul></ul><ul><ul><li>insert/outsert </li></ul></ul><ul><ul><li>pop-up </li></ul></ul><ul><ul><li>... </li></ul></ul>
  26. 26. Applying the principles: direct mail <ul><li>The envelope </li></ul><ul><li>The letter </li></ul><ul><li>The brochure/catalogue </li></ul><ul><li>The reply document </li></ul><ul><li>The reply envelope </li></ul><ul><li>Additional documents </li></ul>
  27. 27. Applying the principles: telemarketing <ul><li>Identification </li></ul><ul><li>Validation </li></ul><ul><li>Exploration </li></ul><ul><li>Argumentation </li></ul><ul><li>Closing </li></ul>
  28. 28. 5. Organise a swift follow up <ul><li>Keep the cool down curve in mind ! </li></ul>
  29. 29. 6. Evaluate the results <ul><li>Not just response percentage, but cost per response… </li></ul><ul><li>Or even better: cost per order </li></ul>
  30. 30. Tips for a telemarketing script <ul><li>Step 1: Mutual identification </li></ul><ul><ul><li>Who are you? </li></ul></ul><ul><ul><li>Who do you want to talk to? </li></ul></ul><ul><ul><li>Now or later? </li></ul></ul><ul><li>Step 2: Validation </li></ul><ul><ul><li>Why is this call of interest for the prospect? </li></ul></ul><ul><li>Step 3: Exploration </li></ul><ul><ul><li>Open-ended & closed questions </li></ul></ul>
  31. 31. Tips for a telemarketing script <ul><li>Step 4: Argumentation </li></ul><ul><ul><li>Gradual argumentation </li></ul></ul><ul><ul><li>Raise the objective </li></ul></ul><ul><ul><li>Tentative closing </li></ul></ul><ul><li>Step 5: Closing </li></ul><ul><ul><li>Summary of what is agreed </li></ul></ul><ul><li>Step 6: Goodbyes </li></ul>
  32. 32. Part -3- Direct Mail Packages: some additional hints Success is a ladder you can’t climb… with your hands in your pockets !
  33. 33. What mistakes do beginners often make ? <ul><li>Not including a letter, or underestimating its importance </li></ul><ul><li>Not repeating the offer on the reply card </li></ul><ul><li>Not respecting the first scanning dialogue </li></ul><ul><li>Not testing </li></ul><ul><li>Thinking that a short mailing is by definition a better mailing </li></ul><ul><li>Not explicitly asking for the order/response </li></ul>
  34. 34. How many documents can I put in my mailing ? <ul><li>The standard package </li></ul><ul><ul><li>envelope + letter + folder + reply card </li></ul></ul><ul><li>The self-mailer </li></ul><ul><ul><li>all-in-one document </li></ul></ul><ul><ul><li>low cost </li></ul></ul><ul><li>Special extra’s </li></ul><ul><ul><li>lift letter </li></ul></ul><ul><ul><li>hot sheet </li></ul></ul><ul><ul><li>premium flyer </li></ul></ul>
  35. 35. What size of envelope do I use best ? <ul><li>Smaller </li></ul><ul><ul><li>= more personal, private </li></ul></ul><ul><li>Bigger </li></ul><ul><ul><li>= more promotional </li></ul></ul>
  36. 36. Should I put my name/logo on the envelope ? <ul><li>When you are an unknown company mailing to prospects </li></ul><ul><ul><li>your name/logo is not important </li></ul></ul><ul><ul><li>tease the prospect with WII-FM </li></ul></ul><ul><li>When you are a well know company mailing often to prospects </li></ul><ul><ul><li>maybe you better leave your name/logo out </li></ul></ul><ul><li>When you mail to your customers </li></ul><ul><ul><li>your logo is a sign of confidence </li></ul></ul>
  37. 37. What is better: a label on the envelope or a window envelope ? <ul><li>Label on the envelope </li></ul><ul><ul><li>less personal </li></ul></ul><ul><ul><li>more promotional </li></ul></ul><ul><li>Window envelope </li></ul><ul><ul><li>allows to personalise </li></ul></ul><ul><ul><li>either the letter </li></ul></ul><ul><ul><li>or the reply card </li></ul></ul><ul><ul><li>or both </li></ul></ul>
  38. 38. Will I get more response when I use a real stamp ? <ul><li>Your mailing will certainly get more attention </li></ul><ul><li>Probably you get more response </li></ul>
  39. 39. How can I best open my letter ? <ul><li>Start with a question </li></ul><ul><li>Start with a quote </li></ul><ul><li>Start with a “slice of life” story </li></ul><ul><li>Start with your strongest promise </li></ul>
  40. 40. How can you give your letter a more personal touch ? <ul><li>Print a date at the top </li></ul><ul><li>Print “From the desk of…” with our name </li></ul><ul><li>Use a specific opener </li></ul><ul><li>Indent the first line of your paragraphs </li></ul><ul><li>Use short paragraphs (average: 4/5 lines; maximum 7 lines) </li></ul><ul><li>Use a short, strong closing paragraph </li></ul><ul><li>Use a readable signature </li></ul>
  41. 41. Is the P.S. still important ? <ul><li>It is still an important fixation point </li></ul><ul><li>Repeat the main message of your letter </li></ul><ul><li>Add something to the main message </li></ul><ul><li>Announce a deadline </li></ul><ul><li>Use an extra P.S. </li></ul><ul><ul><li>E.P.S </li></ul></ul><ul><ul><li>P.S.2 </li></ul></ul><ul><ul><li>VIP.PS (Very Important PS) </li></ul></ul><ul><ul><li>Personalised P.S. </li></ul></ul>
  42. 42. How can I get more return from my catalogue ? <ul><li>Send a reminder mailing 4/6 weeks after your catalogue </li></ul><ul><li>Print a smaller “best of” catalogue </li></ul><ul><li>Put coupons in your main catalogue with different offers which are valid in different months </li></ul><ul><li>Organise a telemarketing follow-up </li></ul>
  43. 43. How long should my letter be ? <ul><li>There is no limit to the length </li></ul><ul><li>as long as what you say is relevant and stimulating </li></ul><ul><li>However </li></ul><ul><ul><li>business people tend to have less time </li></ul></ul><ul><ul><li>if you want to sell: the more you tell, the more you sell </li></ul></ul><ul><ul><li>if you want an appointment: don’t say too much </li></ul></ul>
  44. 44. What do I put on the cover of my brochure or catalogue ? <ul><li>Your best selling product </li></ul><ul><li>Your latest (special) product </li></ul><ul><li>A grid of best-sellers or “impulse” products </li></ul><ul><li>Use people in your pictures </li></ul><ul><li>Show your product in action </li></ul><ul><li>Give it a powerful title </li></ul><ul><li>Use a tag line to make the positioning specific </li></ul><ul><li>Use extra busters </li></ul>
  45. 45. What are the most important pages in my catalogue ? <ul><li>Cover </li></ul><ul><li>Back-cover </li></ul><ul><li>Inside front cover </li></ul><ul><li>Inside back cover </li></ul><ul><li>Pages 3 - 5 </li></ul><ul><li>Central pages (if stapled) </li></ul><ul><li>Pages around order form </li></ul>
  46. 46. What more can I do with my reply card to increase response ? <ul><li>Make it bigger </li></ul><ul><li>Use more colours </li></ul><ul><li>Make it easier to fill out </li></ul><ul><li>Use extra visuals </li></ul><ul><li>Reduce the number of options </li></ul><ul><li>Add extra reply cards </li></ul><ul><ul><li>yes - no - maybe </li></ul></ul><ul><li>Don’t ask for a signature </li></ul>
  47. 47. Do I really need a reply envelope ? <ul><li>Depends on </li></ul><ul><ul><li>the information you request on your reply card </li></ul></ul><ul><ul><ul><li>when “confidential” use envelop </li></ul></ul></ul><ul><ul><li>the target group </li></ul></ul><ul><ul><ul><li>business-to-business </li></ul></ul></ul><ul><ul><ul><ul><li>reply fax ? </li></ul></ul></ul></ul><ul><ul><ul><li>private households </li></ul></ul></ul>
  48. 48. Will I get more response with a “postage paid” envelope ? <ul><li>Yes… </li></ul><ul><ul><li>certainly with private households </li></ul></ul><ul><ul><li>less strong with business people </li></ul></ul><ul><li>But… </li></ul><ul><ul><li>maybe you want less response </li></ul></ul><ul><ul><li>with a better quality ? </li></ul></ul>
  49. 49. How much response may I expect ? <ul><li>Between 0 and 100% </li></ul><ul><li>Depends on… </li></ul><ul><ul><li>your product </li></ul></ul><ul><ul><li>your offer </li></ul></ul><ul><ul><li>your target group </li></ul></ul><ul><ul><li>your package </li></ul></ul><ul><ul><li>your timing </li></ul></ul><ul><li>CPR or CPO are the only valid measures </li></ul>
  50. 50. Can I mail the same package a second time to the same people ? <ul><li>Yes </li></ul><ul><ul><li>probably they won’t remember </li></ul></ul><ul><li>Response will most probably be (somewhat) lower </li></ul><ul><ul><li>but in some cases it can be higher </li></ul></ul><ul><li>Leave some time between the second drop (minimum 6 to 8 weeks) </li></ul><ul><li>Print “reminder” on the same package </li></ul><ul><li>Maybe change the “key” fixation points </li></ul>
  51. 51. How often can I mail my customers and prospects ? <ul><li>More than you think </li></ul><ul><li>Test the optimal frequency by measuring response </li></ul><ul><li>For relationship purposes you need a minimum frequency of 4 to 6 times/year </li></ul><ul><li>Some companies send their top-customers a message nearly every fortnight </li></ul>
  52. 52. How do I increase the changes that my mailing will be read ? <ul><li>Select the right target group </li></ul><ul><li>Use a strong teaser on the envelope </li></ul><ul><li>Put an extra gimmick in your mailing </li></ul><ul><li>Use a postcard </li></ul><ul><li>Use extra windows on the envelope (front and back) </li></ul><ul><li>Send a pre-mailing </li></ul><ul><li>Personalise your message </li></ul>
  53. 53. Can I use the fax to send my mailing ? <ul><li>No… </li></ul><ul><li>Unless </li></ul><ul><ul><li>to customers </li></ul></ul><ul><ul><li>urgent, interesting </li></ul></ul><ul><ul><li>to announce a mailing </li></ul></ul><ul><ul><li>to request a mailing </li></ul></ul>
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