Your SlideShare is downloading. ×
0
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Why Direct Marketing is Your Friend
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Why Direct Marketing is Your Friend

469

Published on

In this presentation for the Colorado Springs Chamber of Commerce "Chamber University" series, Barry McCann explains three reasons why direct marketing rules: 1) you can target customers; 2) you can …

In this presentation for the Colorado Springs Chamber of Commerce "Chamber University" series, Barry McCann explains three reasons why direct marketing rules: 1) you can target customers; 2) you can measure results; and 3) you can test like a mad scientist.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
469
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Outcomes: for those who don’t use direct marketing, to give you three advantages of doing so; for those who already market directly, some tips to consider.
  • Direct marketing encompasses many forms, but all these have a few essential elements: targeting the appropriate customers, a high degree of measurability and the opportunity to test many variations.
  • Direct marketing helps get to the customers you really want.
  • acquisition versus retention cost; if it barks, don’t spend money on it!
  • Acquisitions costs include creativeprintingmailing/distributionaddress correctionofferSEM click rate
  • Nobody wants the dreaded lawsuit letter.
  • Typically printed with the address info – last before it mails.Variable printing lets you print the piece, address and source codes at the same time.Source codes are for e-mails and Web referrals, too! They’re just more invisible.
  • Measures are the same as above.
  • Transcript

    • 1. Why Direct Marketing Is Your Friend<br />Barry McCannNew Ideas & Initiatives Director<br />
    • 2. agenda<br />about me & PaperDirect<br />about you<br />advantages you have with direct marketing<br />#1: you can target the right customer!<br />#2: you can measure results!<br />#3: you can test like a scientist!<br />
    • 3. about me<br />New Ideas & Initiatives Director at PaperDirect<br />past: Everglades Direct (g.Neil), Alamo Rent a Car & First Marketing Company<br />experience: Business Development, Brand Strategy, Customer Innovation, Product/Software Management &Development, Marketing, Customer Communications, Digital & Litho Printing, Internal Startups, Partnerships<br />education: Psychology & English Literature (ha!)<br />lived in Ohio, Pennsylvania, Texas, Florida & Colorado (3.5 years)<br />
    • 4. about PaperDirect<br />help small businesses stand out from the crowd – look bigger and more professional without spending a lot<br />business identity<br />themed events<br />recognition<br />designed papers<br />through your printer or copier<br />custom-printed & delivered to you<br />direct marketing experts<br />millions of catalogs annually<br />60% of sales through our Web site<br />huge organic search presence<br />
    • 5. about you<br />business size<br />1-10 employees<br />11-20 employees<br />21-50 employees<br />50+ employees<br />role<br />marketing<br />general manager<br />president/owner<br />
    • 6. “direct marketing”<br />
    • 7. advantage #1<br />you can target the right customer!<br />
    • 8. the funnel<br />animals<br />vertebrates<br />mammals<br />mammals that lay eggs<br />
    • 9. evolution of targeting<br />1970s 1980s 1990s 2000s<br />age<br />income<br />location<br />gender<br />ethnicity<br />occupation<br />firmographics<br />lifestyles<br />interests<br />activities <br />opinions<br />beliefs<br />motives<br />uses of products<br />purchase behavior<br />search terms<br />web site clicks<br />keywords<br />Adapted from: Barber, Fredrick and ArikKillion. Directive Corporation/Meredith Integrated Marketing. “Behaviorgraphics: A new approach to online and offline analytics.” DMA 09 Conference & Exhibition. <br />
    • 10. fact<br />there are many customers you don’t want.<br />
    • 11. key measures<br />acquisition cost<br />retention cost<br />reactivation cost<br />average order value (AOV)<br />lifetime value (LTV)<br />
    • 12. tips for targeting<br />start with the customers you already have<br />who are they?<br />where do they live?<br />what product/service do they buy first?<br />how often do they buy / when did they buy last?<br />how much do they spend?<br />cast the net wide, then narrow<br />compiled lists versus response lists<br />remember to scrub your lists!<br />
    • 13. advantage #2<br />You can measure results!<br />
    • 14. source codes!<br />Ah ha! The secret code! <br />
    • 15. what’s a source to do?<br />connects circulation to purchase<br />allows segmentation<br />customer type<br />buying behavior<br />marketing offer<br />creative<br />channel<br />price<br />
    • 16. key measures<br />response rate<br />contribution<br />
    • 17. tips for source codes<br />require a source code<br />make them easy to use<br />combine them with account/customer numbers<br /> make them invisible in Internet/mobile marketing<br />
    • 18. advantage #3<br />you can test like a mad scientist!<br />
    • 19. you can test like a scientist!<br />try stuff!<br />different offers<br />different creative design<br />different customer segments<br />
    • 20. tips for testing<br />think like a statistician!<br />keep it random<br />maintain large enough segments to read results<br />test only one variable at a time<br />include a control group<br />test, then test again (and again) to establish reliability<br />beware of conclusions based on slight differences<br />
    • 21. advantage #4<br />You can win arguments!<br />
    • 22. other resources / tools<br />

    ×