Top Direct Marketing Techniques for Small Businesses Dale Filhaber Dataman Group Direct Presented at WQA- Aquatech 2011
 
Creating a Marketing Plan <ul><li>Executive Summary </li></ul><ul><li>Current Situation </li></ul><ul><li>Competitor & Iss...
Executive Summary <ul><li>Introduces your company </li></ul><ul><li>Describes the nature of business, products & services ...
Current Situation <ul><li>Describe current or planned business location </li></ul><ul><li>Define best customer  </li></ul>...
Competitor & Issues Analysis <ul><li>Who is your main competition? </li></ul><ul><li>List potential challenges  </li></ul>...
Marketing Objectives <ul><li>State marketing objectives </li></ul><ul><li>Examples: </li></ul><ul><li>“ The goal of this p...
Marketing Strategy <ul><li>Product </li></ul><ul><ul><li>Describe features & benefits </li></ul></ul><ul><li>Price </li></...
Action Programs <ul><li>Describes what will be done </li></ul><ul><li>Start date </li></ul><ul><li>Planned end date </li><...
Budget <ul><li>Lists the cost of the marketing activities described in the Marketing Plan </li></ul><ul><li>Be realistic <...
Measurements <ul><li>Describes specific numerical targets that will measure the results of implementing the Marketing Plan...
Are you Ready? <ul><li>Know your customers </li></ul><ul><li>Website presence </li></ul><ul><li>Trained staff </li></ul><u...
Direct Marketing <ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>...
Direct Mail  <ul><li>Direct Mail is NOT Dead </li></ul><ul><li>-Spending in direct mail is forecast to rise $25 billion by...
Uses of Direct Mail <ul><li>Expose product to a larger market </li></ul><ul><li>Brand recognition </li></ul><ul><li>Obtain...
Types of Direct Mail <ul><li>Catalogs or other product literature </li></ul><ul><li>Sales letters </li></ul><ul><li>Sales ...
Mailing Lists are Critical <ul><li>Know target market </li></ul><ul><li>Timing </li></ul><ul><li>Match marketing message t...
Top Mailing Lists in the Water Industry <ul><li>New Homeowners </li></ul><ul><li>Homeowners with Growing Families </li></u...
New Homeowners <ul><li>Year in-year out, the #1 prospect group in the Water Treatment industry </li></ul><ul><li>92% will ...
Homeowners with Growing Families <ul><li>Homeowners with New Babies </li></ul><ul><li>Homeowners with Children </li></ul><...
Affluent Homeowners <ul><li>Homeowners by credit score </li></ul><ul><li>Golden Homeowners </li></ul><ul><li>Discretionary...
Green Homeowners <ul><li>If you’re message talks about a clean environment, target Homeowners who are environmentally cons...
Ailment Sufferers <ul><li>Homeowners with Kidney Disease, Diabetes, Crohn’s, Gerd, Gastritis, Cancer, Psoriasis, must have...
Hispanic Homeowners <ul><li>Hispanic Homeowners can be targeted by language, country of origin & level of assimilation. </...
Homeowners with Pets <ul><li>Affluent Homeowners with Pets spare no expense when it comes to the care, feeding and health ...
Businesses <ul><li>New Businesses  </li></ul><ul><li>Existing businesses </li></ul>“ Good health begins in the workplace a...
Developing Your Mail Piece <ul><li>Focus on Customer Benefits </li></ul><ul><li>Keep the offer simple, persuasive & meanin...
Customer Benefits <ul><li>Lead with benefits </li></ul>Example that focuses on benefits: Your children’s good health is th...
The Offer – Match to Target FREE Diapers FREE tickets to the Spurs FREE dog food for Fido Gift Certificate to Home Store
Call to Action <ul><li>Create a sense of urgency </li></ul><ul><ul><li>Call today – we are standing by </li></ul></ul><ul>...
Make it Easy to Respond <ul><li>Toll-free number –  manned 24 hrs/day if possible </li></ul><ul><li>URL on mailer –  Well ...
Tie It All Together <ul><li>Match the message and the offer to the Target List </li></ul><ul><li>Create different pieces t...
Measuring Success <ul><li>Basic “vanilla” Direct Mail response: </li></ul><ul><ul><li>.05% - 1% </li></ul></ul><ul><ul><li...
The Bottom Line  <ul><li>Focus on your top prospect groups </li></ul><ul><li>Small, precisely targeted mailings with appro...
One last Reminder <ul><li>Direct Mail Readers are actively involved.  </li></ul><ul><li>People read their mail when they c...
Telemarketing <ul><li>Still the #1 means of Setting Appointments in the Home &  Water Quality Industries </li></ul>
Dealing with the Do Not Call <ul><li>The Do Not Call & Your Business </li></ul><ul><li>Your SAN </li></ul><ul><li>To Scrub...
Top Telemarketing Lists <ul><li>New Homeowners </li></ul><ul><li>New Residential Connects </li></ul><ul><li>Affluent Homeo...
Telemarketing List Hygiene <ul><li>Telephone Appending </li></ul><ul><li>Monthly list hygiene requirements </li></ul><ul><...
E-mail Marketing The way it really is
Cross Marketing <ul><li>Your own customers can be your #1 source for new growth </li></ul><ul><li>Referral program </li></...
New Technology <ul><li>Appending Customer Lists </li></ul><ul><li>demographics </li></ul><ul><li>phone #s </li></ul><ul><l...
Dataman Group Direct Providing Direct Mail & Telemarketing Lists for the  Water Quality Industry since 1980 (800) 771-3282...
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Top Direct Marketing Techniques for Water Quality Dealers

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Water Quality Dealerships are the consummate American Small Business. This presentation outlines the top Direct Marketing Techniques that work best in the Water Quality industry.

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Top Direct Marketing Techniques for Water Quality Dealers

  1. 1. Top Direct Marketing Techniques for Small Businesses Dale Filhaber Dataman Group Direct Presented at WQA- Aquatech 2011
  2. 3. Creating a Marketing Plan <ul><li>Executive Summary </li></ul><ul><li>Current Situation </li></ul><ul><li>Competitor & Issues Analysis </li></ul><ul><li>Marketing Objectives </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Action Programs </li></ul><ul><li>Budget </li></ul><ul><li>Measurements </li></ul>
  3. 4. Executive Summary <ul><li>Introduces your company </li></ul><ul><li>Describes the nature of business, products & services offered </li></ul><ul><li>State mission & company objectives </li></ul><ul><li>Describe Management & Marketing team </li></ul><ul><li>Summarize marketing objectives </li></ul>
  4. 5. Current Situation <ul><li>Describe current or planned business location </li></ul><ul><li>Define best customer </li></ul><ul><li>Describe target market </li></ul>
  5. 6. Competitor & Issues Analysis <ul><li>Who is your main competition? </li></ul><ul><li>List potential challenges </li></ul><ul><li>Example: </li></ul><ul><li>Do Not Call Legislation </li></ul><ul><li>List key opportunities </li></ul><ul><ul><li>Example: </li></ul></ul><ul><ul><li>How to leverage the new WQA Detergent survey </li></ul></ul>
  6. 7. Marketing Objectives <ul><li>State marketing objectives </li></ul><ul><li>Examples: </li></ul><ul><li>“ The goal of this program is to increase brand awareness” </li></ul><ul><li>“ The goal of this program is to add 10 sales per month” </li></ul><ul><li>State time frame for achieving these objectives </li></ul><ul><li>“ within 6 months” </li></ul>
  7. 8. Marketing Strategy <ul><li>Product </li></ul><ul><ul><li>Describe features & benefits </li></ul></ul><ul><li>Price </li></ul><ul><ul><li>Describe pricing structure & payment policies </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Describe promotional tools or tactics you plan to use to accomplish marketing objectives </li></ul></ul>
  8. 9. Action Programs <ul><li>Describes what will be done </li></ul><ul><li>Start date </li></ul><ul><li>Planned end date </li></ul><ul><li>List responsibilities </li></ul>
  9. 10. Budget <ul><li>Lists the cost of the marketing activities described in the Marketing Plan </li></ul><ul><li>Be realistic </li></ul>
  10. 11. Measurements <ul><li>Describes specific numerical targets that will measure the results of implementing the Marketing Plan. </li></ul><ul><li>For Small Businesses, Direct Marketing is the best advertising medium to track results and measure the success of the Marketing Plan. </li></ul>
  11. 12. Are you Ready? <ul><li>Know your customers </li></ul><ul><li>Website presence </li></ul><ul><li>Trained staff </li></ul><ul><li>Delivery system </li></ul><ul><li>Customer Service </li></ul><ul><li>Marketing budget </li></ul>
  12. 13. Direct Marketing <ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>Cross Marketing </li></ul>“ How Can I Reach Them?”
  13. 14. Direct Mail <ul><li>Direct Mail is NOT Dead </li></ul><ul><li>-Spending in direct mail is forecast to rise $25 billion by 2015, spurred by locally targeted and micro-targeted mail, away from mass advertising. </li></ul><ul><li>Direct Mail is the only medium that offers undivided attention to your message & total control of your medium </li></ul><ul><li>- USPS Mail moment </li></ul>
  14. 15. Uses of Direct Mail <ul><li>Expose product to a larger market </li></ul><ul><li>Brand recognition </li></ul><ul><li>Obtain qualified leads for follow-up </li></ul><ul><li>Prepare prospects for telephone follow-up </li></ul>
  15. 16. Types of Direct Mail <ul><li>Catalogs or other product literature </li></ul><ul><li>Sales letters </li></ul><ul><li>Sales letters with brochures </li></ul><ul><li>Postcards </li></ul><ul><li>First class vs bulk mail </li></ul>
  16. 17. Mailing Lists are Critical <ul><li>Know target market </li></ul><ul><li>Timing </li></ul><ul><li>Match marketing message to the list </li></ul><ul><li>Find the right partners </li></ul>
  17. 18. Top Mailing Lists in the Water Industry <ul><li>New Homeowners </li></ul><ul><li>Homeowners with Growing Families </li></ul><ul><li>Affluent Homeowners </li></ul><ul><li>Green Homeowners </li></ul><ul><li>Hispanic Homeowners </li></ul><ul><li>Ailment Sufferers </li></ul><ul><li>Homeowners with Pets </li></ul><ul><li>Businesses </li></ul>
  18. 19. New Homeowners <ul><li>Year in-year out, the #1 prospect group in the Water Treatment industry </li></ul><ul><li>92% will buy a water system </li></ul>“ The water in my new house tastes different than my old house”
  19. 20. Homeowners with Growing Families <ul><li>Homeowners with New Babies </li></ul><ul><li>Homeowners with Children </li></ul><ul><li>Pre-Natal households </li></ul>“ I want my children to have a head start in life…and that begins with quality water ”
  20. 21. Affluent Homeowners <ul><li>Homeowners by credit score </li></ul><ul><li>Golden Homeowners </li></ul><ul><li>Discretionary Spending Power </li></ul><ul><li>Income / Net Worth </li></ul><ul><li>Lifestyle Choices </li></ul>
  21. 22. Green Homeowners <ul><li>If you’re message talks about a clean environment, target Homeowners who are environmentally conscious. </li></ul>“ I want the preserve our planet for my children”
  22. 23. Ailment Sufferers <ul><li>Homeowners with Kidney Disease, Diabetes, Crohn’s, Gerd, Gastritis, Cancer, Psoriasis, must have quality water </li></ul>“ I need pure water to take my medications” This File is Also Key for Dealers who also Market Air Purification Systems
  23. 24. Hispanic Homeowners <ul><li>Hispanic Homeowners can be targeted by language, country of origin & level of assimilation. </li></ul>A mailer in Spanish to a Spanish-speaking household increases response & differentiates your company from the competition
  24. 25. Homeowners with Pets <ul><li>Affluent Homeowners with Pets spare no expense when it comes to the care, feeding and health of their pets. </li></ul><ul><li>2010 spend by US Pet Owners was $47.7 billon, up from $45.5 billion in 2009 </li></ul>“ I want my dog to drink top-quality water so he can stay healthy”
  25. 26. Businesses <ul><li>New Businesses </li></ul><ul><li>Existing businesses </li></ul>“ Good health begins in the workplace and my staff deserves the same high quality that I expect from them”
  26. 27. Developing Your Mail Piece <ul><li>Focus on Customer Benefits </li></ul><ul><li>Keep the offer simple, persuasive & meaningful </li></ul><ul><li>Include a “Call to Action” </li></ul><ul><li>Create a sense of urgency for the response </li></ul><ul><li>Make it easy to respond </li></ul><ul><li>Match the message to the Target Market </li></ul>
  27. 28. Customer Benefits <ul><li>Lead with benefits </li></ul>Example that focuses on benefits: Your children’s good health is the key to a head start in life. Water in our area has been shown to have a high percentage of chromium 6 and studies have shown that it’s presence in drinking water may cause health problems in the future. The only safe & sure solution is an in-home water purification system. Testing the water in your home is the start to protecting your family. A simple test of the water in your home can set your mind at ease. At John’s Water Dealers we care about your family, the same way we care about our own. Example that doesn’t focus on benefits: John’s Water Dealer has been in business for 25 years, providing top quality water systems for families in San Antonio. Let us come to your home for a free water test. Mail is a one-to-one communication – use a personal & friendly tone
  28. 29. The Offer – Match to Target FREE Diapers FREE tickets to the Spurs FREE dog food for Fido Gift Certificate to Home Store
  29. 30. Call to Action <ul><li>Create a sense of urgency </li></ul><ul><ul><li>Call today – we are standing by </li></ul></ul><ul><li>Include a postage paid card </li></ul><ul><li>Make the offer for a limited time to encourage people to act </li></ul><ul><li>Use a P.S. </li></ul><ul><li>People tend to read it! </li></ul><ul><li> </li></ul>
  30. 31. Make it Easy to Respond <ul><li>Toll-free number – manned 24 hrs/day if possible </li></ul><ul><li>URL on mailer – Well planned, easy-to-navigate website </li></ul><ul><li>E-mail address </li></ul><ul><li>Fax # </li></ul><ul><li>Payment options </li></ul>
  31. 32. Tie It All Together <ul><li>Match the message and the offer to the Target List </li></ul><ul><li>Create different pieces to address different audiences. </li></ul>
  32. 33. Measuring Success <ul><li>Basic “vanilla” Direct Mail response: </li></ul><ul><ul><li>.05% - 1% </li></ul></ul><ul><ul><li>Percent increases with fine-tuning </li></ul></ul><ul><ul><li>Based on a 1% sale rate, a 1,000 pieces direct mailing will generate 10 responses or sales. </li></ul></ul><ul><ul><li>* Will those 10 responses bring you more than you spent? </li></ul></ul>
  33. 34. The Bottom Line <ul><li>Focus on your top prospect groups </li></ul><ul><li>Small, precisely targeted mailings with appropriate messaging and offers will outperform “vanilla” mailings </li></ul><ul><li>Personalization will increase response </li></ul>The cost per lead or order, of catalogs, is $47.61, according to the Direct Marketing Association’s 2010 Response Rate Trend Report.
  34. 35. One last Reminder <ul><li>Direct Mail Readers are actively involved. </li></ul><ul><li>People read their mail when they choose. So, </li></ul><ul><li>for at least a second or two, your message will have their undivided attention when they open & scan it. </li></ul><ul><li>Remember to catch their attention right at the start! </li></ul>
  35. 36. Telemarketing <ul><li>Still the #1 means of Setting Appointments in the Home & Water Quality Industries </li></ul>
  36. 37. Dealing with the Do Not Call <ul><li>The Do Not Call & Your Business </li></ul><ul><li>Your SAN </li></ul><ul><li>To Scrub or Not to Scrub </li></ul>
  37. 38. Top Telemarketing Lists <ul><li>New Homeowners </li></ul><ul><li>New Residential Connects </li></ul><ul><li>Affluent Homeowners </li></ul><ul><li>Nurses </li></ul><ul><li>Homeowners with Growing Families </li></ul><ul><li>New Businesses / New Business Connects </li></ul>
  38. 39. Telemarketing List Hygiene <ul><li>Telephone Appending </li></ul><ul><li>Monthly list hygiene requirements </li></ul><ul><li>The truth about Cell Phone Marketing </li></ul><ul><li>Options </li></ul>
  39. 40. E-mail Marketing The way it really is
  40. 41. Cross Marketing <ul><li>Your own customers can be your #1 source for new growth </li></ul><ul><li>Referral program </li></ul><ul><li>Up-selling </li></ul><ul><li>Service </li></ul><ul><li>Replacement </li></ul>Think about including “bill stuffer” inserts in your invoices
  41. 42. New Technology <ul><li>Appending Customer Lists </li></ul><ul><li>demographics </li></ul><ul><li>phone #s </li></ul><ul><li>email addresses </li></ul><ul><li>Monthly E-Zines </li></ul><ul><li>Social Media </li></ul><ul><ul><li> is it worth the hype? </li></ul></ul>
  42. 43. Dataman Group Direct Providing Direct Mail & Telemarketing Lists for the Water Quality Industry since 1980 (800) 771-3282 www.datamangroup.com

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