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Brunch and Learn - Direct Marketing on a Shoestring Budget

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  • 1. Brunch & Learn: Direct Marketing on a Shoestring Budget March 19, 2014 A special thank you to: Thank you for joining us – we will be starting at 12:30 PM ET/9:30 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #DMIQWebinar
  • 2. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #DMIQWebinar
  • 3. Today’s Speaker Carolyn Goodman President/Creative Director Goodman Marketing Partners #DMIQWebinar Moderator Thorin McGee Editor-in-Chief Target Marketing
  • 4. Brunch & Learn March 19, 2014 DM on a Shoestring Budget
  • 5. 1. Direct Marketing options 2. Prioritization: How to get the biggest bang for your buck 3. How to leverage marketing content Today’s Agenda
  • 6. Direct Marketing Options: Direct Mail
  • 7. Tactic Challenge List Highly targeted; purchased from a reliable source Direct Marketing Options: Direct Mail
  • 8. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Direct Marketing Options: Direct Mail
  • 9. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Direct Marketing Options: Direct Mail
  • 10. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Postage 1st vs. Standard Class; stamp / meter / indicia Direct Marketing Options: Direct Mail
  • 11. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Postage 1st vs. Standard Class; stamp / meter / indicia Suppression Don’t talk to your customers the same way you talk to your prospects. Direct Marketing Options: Direct Mail
  • 12. Direct Marketing Options: eMail
  • 13. Tactic Challenge List Highly targeted; purchased from a reliable source Direct Marketing Options: eMail
  • 14. Tactic Challenge Subject Line No more than 40 characters with spaces Direct Marketing Options: eMail
  • 15. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 34 characters with spaces Direct Marketing Options: eMail
  • 16. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 29 characters with spaces Direct Marketing Options: eMail
  • 17. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 24 characters with spaces Direct Marketing Options: eMail
  • 18. Tactic Challenge Subject Line No more than 40 characters with spaces Trigger Words for SPAM: • Free • Symbols Direct Marketing Options: eMail
  • 19. Tactic Challenge Subject Line No more than 40 characters with spaces Design for Preview Panel Images don’t download automatically. Direct Marketing Options: eMail
  • 20. Direct Marketing Options: eMail
  • 21. Direct Marketing Options: eMail
  • 22. Direct Marketing Options: eMail
  • 23. Direct Marketing Options: eMail
  • 24. Direct Marketing Options: eMail
  • 25. Direct Marketing Options: eMail
  • 26. Direct Marketing Options: eMail
  • 27. Purchase remnant ad space in print Direct Marketing Options: DR Print
  • 28. Direct Marketing Options: Affiliate Mktg
  • 29. Direct Marketing Options: Affiliate Mktg
  • 30. Direct Marketing Options: Affiliate Mktg
  • 31. Direct Marketing Options: Affiliate Mktg
  • 32. Content Marketing
  • 33. What is Content Marketing? The creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.
  • 34. Some Examples of “Content” Whitepapers E-Books Slide Share Infographics Case Studies Research Reports Speeches Podcasts Videos Webcasts Blogs Articles
  • 35. If you deliver consistent, ongoing, valuable information to potential buyers, you will be rewarded with their business and loyalty. The Belief:
  • 36. RESEARCH • Can be complex • Often difficult to read/interpret WHITE PAPER • Simplifies research findings • States benefits backed by facts CASE STUDY • Proprietary to your company/product • Demonstrates “proof of concept”
  • 37. Typical White Paper Topics • Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
  • 38. Designing White Papers
  • 39. Typical Case Studies • Establishes a problem, lays out the solution and highlights the results • Includes a quote from a named source • Provides an executive summary
  • 40. Designing Case Studies
  • 41. • Post to your website • Link to it via an update on LinkedIn • Tweet about a topic with a link to whitepaper, research or video • Post to company FB page • If you’ve done something that has a strong visual component • Post to Instagram, Pinterest • Extract and expand on one of your whitepaper topics as a blog • Use it as part of your “leave behind” or “follow up” package • Gives you another reason to contact a prospect • Share it with industry trade pubs • Pitch the topic as a speaker at a conference Marketing Content
  • 42. • Start with a direct marketing plan • Who do you want to reach, what do you want to say (start with a benefit message!), and what’s the offer • Determine the smartest way to reach your target • Direct mail, email, DR print, affinity marketing, content marketing • Create your communications • Put $$ aside for some professional help to start • Leverage local college students • Distribute your content via social media channels • TEST, measure and learn Summary
  • 43. Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners E: carolyn@goodmanmarketing.com P: 415.507.9060 x222 www.goodmanmarketing.com
  • 44. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. Enjoying this webinar? There’s so much more where this came from! Click the publication widget below to sign up for a FREE subscription to the Who’s Mailing What! Report #DMIQWebinar
  • 45. Thank You #DMIQWebinar Thank you for taking the time to attend our Webinar today. For additional information about our Webinar series, check out the following Website: www.directmarketingiq.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!)