Target Marketing Presentation1

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Target marketing

Target marketing

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  • Welcome, thank you, introduce everyone, informal
  • Definition of direct marketing - working with some of the most successful businesses in HR, found the importance of a balance of mass and targetted marketing - fishing with net, pole
  • Casting net vs fishing pole – mass reach with Newspapers and Broadcast and the like fishing with a net; direct marketing - right bait, right waters, right fish
  • Lists that are purchased are gathered through numerous sources including census data, magazine subscriptions and the like. The information is also self reported through surveys, waranty cards, and the like.
  • Now that we know who we are mailing to – the next question is how do we catch their attention. As with all advertising the first two remain true. Variable Printing is what sets direct mail apart from other forms of advertising
  • Most businesses have not collected near as many email addresses from their customers or prospects as they have physical addresses. In addition, email addresses are constantly changing (most people change their email address every 3 -6 months) and purchased email addresses are simply not valid. Email marketing only works when you have grown your email data base organically. So how do you do that at this point? I am going to let Zack explain a tool that can help do this.

Transcript

  • 1. Direct Marketing Targeted Marketing Solutions
  • 2. Direct Marketing:
    • Marketing via a promotion delivered directly to the individual prospective customer.
  • 3. Benefits of Direct Marketing
    • Allows 1 to 1, personal communication
    • Variable and versionized messaging based on intended recipient
    • Measurable and trackable results
    • No Waste – cost efficient
    • Provides an excellent vehicle for aquisition and retention
    • Relationship Marketing at its finest!
  • 4. Three Key Elements in a Direct Marketing Campaign
    • 1. The Data List
    • 2. The Message/Creative
    • 3. The Medium
  • 5. The Data List Who are you targeting?
    • Your current customer/prospect base
    • (donors, volunteers, partnerships)
    • Acquired Data Lists
    • Claritas Analysis of your current customer base to find look-alikes.
  • 6. Your Current Customer/Prospect Base (Donors/Volunteers/Partnerships)
    • People you know who already have shown an interest in your organization, your products or your services.
  • 7. Acquired Data Lists
    • This is an opportunity to purchase mailing information for prospects that look like your best customer.
    • Information is available by Geographic, Demographic and Psychographic criteria.
  • 8. The Creative Message
    • Clean, concise message with a strong call to action.
    • Dynamic, Relevant Graphics
    • Variable Printing
    • Versionized - Images or offers geared toward the end recipient
    • Personalized – signaling the customer directly by name
  • 9. E-mail Marketing
    • Types of e-mail marketing
    • Monthly promotional offers
    • Newsletters
    • Event-triggered messages and promotions
    • Updates, alerts and notifications
    • Transaction confirmation messages
    • New product or service offerings
    • Questionnaires or surveys
    • Special letters from sales representatives or management
  • 10. August 8, 2010 Thank You Email or Letter Integrated Marketing Campaign Solution Real-time Campaign Dashboard Postcard & Email Campaign – Multi-Media 1 Personalized URL response channel www.JohnSmith.domain.com 2 Personalized Survey Page With Info Filled In 3 Alerts To Sales 4 Direct Sales Call 5 Database Sales & Marketing Responses Saved in Database Ed just visited your ca
  • 11. We Can Handle All of Your Direct Marketing Needs From Start to Finish…
    • Marketing Expertise
    • Creative Services
    • Data Services
    • Print Services
    • Mail Services
    • E-mail Marketing and PURLS
  • 12. Can your Direct Marketing efforts deliver better results? Targeted Marketing can improve your ROI!