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    Linkedin Prentation   Pdf2 Linkedin Prentation Pdf2 Presentation Transcript

    • Direct Marketing Group Tom Tester Business Development Manager Performance Driven Direct Marketing
    • Presentation Overview • DMG Profile • DMG’s Areas of Expertise – List & Hygiene – Creative – Production • Why DMG? – Single Source Provider – Reduced Production Cycle Times – Measured Results – People Performance Driven Direct Marketing
    • DMG Profile • Founded in 1978 • Based in Eden Prairie, MN • $60MM+ annual revenue • 150,000 s.f. facility • 250+ total employees • Full range of direct mail services • Focused on financial services • Fast growing company Performance Driven Direct Marketing
    • DMG Core Client Base Core Client Market Segments: Common Experiences Pre - DMG: • Credit card companies • Experiencing poor results • Insurance companies • Tired creative/list • Financial institutions/banks • Experiencing pain in the production • Mortgage companies • Short or over burdened staff • Service industries • Missing mail dates • Major retailers • High costs per acquisition • Non-profit organizations • Quality issues • Client service issues • Need to consolidate suppliers • Need to reduce production cycle time Performance Driven Direct Marketing
    • List Services List Services: – New Customer – Database Analytics Acquisition • Profiling • DirectSource2™ • Modeling • DirectMAX ™ – Database Management • Alternative lists • Privacy/security • Alternative media – Systems/Processes – Personnel/Training – Facilities/Audits – Database Monetization – Disaster recovery • Partnership marketing • List hygiene – Presort/CASS/NCOA • New product – DirectMAX ™ development – Merge/Purge/Selects • Custom programming Performance Driven Direct Marketing
    • Production Services Production: – Pre-press – Personalization • Scan/proof/correct • Ink jet/Laser/MICR • Direct-to-plate • Match mailings – Print • 100% mailings • Sheetfed & web – Lettershop • Up to 8 colors • Inserting – Binding & Finishing • Affixing • Cut, fold, stitch • On site post office • Glue, punch, shrink – Inventory Management & – Envelopes Fulfillment • Custom capability • Literature management • Large die library • Kitting/hand assembly Performance Driven Direct Marketing
    • Strategic/Creative Services Direct Mail Design & Strategy: – DM strategizing: – DirecTest™ Response • Concept/Format Analysis • Creative/Design • Cost per acquisition • Copy writing • Response rates; conversion rates – DirecTest™ : • Return on investment; • Test matrix lifetime value • Test multiple cells/lists • Summary campaign • Evaluate winners analysis; utilizing program • Rollout winning features results • Establish control test bed Performance Driven Direct Marketing
    • The 40/40/20 Rule Direct response lift is impacted primarily by the following three factors… – List 40% – Offer 40% – Creative 20% Thus, the “40/40/20” Rule Performance Driven Direct Marketing
    • Why DMG? Performance Driven Direct Marketing
    • DMG - A Single Source Single Source Capabilities: Values of a Single Source: – List services – Cycle time reduction – efficient – Strategic creative services production (see example next slide) – Data processing – A single point of contact – Pre-press – Quality Consistency – Printing – Supplier consolidation – Envelope print & convert – Structured to manage program – Binding/finishing growth – Lettershop/mailing – Greater consistency in on-time deliveries – Fulfillment Performance Driven Direct Marketing
    • DMG’s People/Service People/Service: Value of People/Service: – Characteristics of DMG’s • Experience/Knowledge Representatives: – Average # of years of DM • Integral experience = 18 • Dedicated • Single point of contact for DP, • Strong sense of urgency print, lettershop, fulfillment • Committed to excellence • Understand client’s perspective • Detailed communicators • Focused on problem solving • Highly organized • Measured on results • Accessible • Ownership involvement • Flexible • Daily production meetings • Daily client updates Performance Driven Direct Marketing
    • DMG’s People/Service Client Data/List Postal Services Optimization Account Manager Scheduling Creative & Quality Services Assurance Print Production Performance Driven Direct Marketing
    • Measurable Results Measured Results: Values of Measuring: – Response rates – DMG’s performance is 100% – Conversion rates measurable – creating ultimate – Cost Per Acquisition accountability – Return on Investment – DMG’s success is in the results – Lifetime value – DMG brings a proven strategy - not guesswork - to improve results – Summary campaign analysis – DMG is willing to invest in the – DirecTest™ client’s success • Creative alternatives • Multiple cells • Multiple lists Performance Driven Direct Marketing
    • DMG Value Summary • Focus on minimizing non-deliverable mail • Decrease production cycle time • Comprehensive production and project management – one facility • Direct mail strategic consulting • A focus on increasing returns and reducing acquisition costs • Performance Driven Direct Marketing Performance Driven Direct Marketing
    • Direct Marketing Group’s DirecTest Methodology Building New Control Packages – Fast & Efficiently Performance Driven Direct Marketing
    • DMG Testing Principles 1. Create annual marketing plan that includes regular testing 2. Develop & institute a proven testing strategy 3. Build a portfolio of concepts for future testing; modify as new findings are established 4. Creative approach: • Develop imitative concepts • Develop enhanced imitative concepts • Develop distinctive concepts 5. Carefully track results as a guide to future testing; modify for long term purposes 6. Consistently focus on lowering cost per acquisition (CPA) 7. Build new accounts (profit will follow) Performance Driven Direct Marketing
    • DirectMAX™ DirectMAX™ : – Most acquisition campaigns have a 5–10% non-deliverable rate – Our experience in the collection industry shows that rate to be 15% - 25% – Cost of mail at $1.00 per piece (list, print, & postage) using a 15% non-deliverable rate will equal significant savings. – Average response for low yield/non deliverable segments before DirectMAX ™ is 1/3 of the total file response; the average increase in response post DirectMAX ™ for the same segment is 300%. – With DirectMAX™, DMG can take your worst responding segment and turn it into your BEST responding segment. Performance Driven Direct Marketing
    • Summary Direct Marketing Group One direct mail operation | All services offered! DMG’s operation is one of few in the United States that can provide web & sheet fed printing, envelope printing & converting, data processing, personalization, lettershop, and fulfillment – all internally. In addition, our experienced creative and list services teams help to develop winning direct mail strategies and select optimal mailing audiences. What are the values of working with DMG? Faster throughput…more consistent quality…less time managing suppliers…and most importantly, improved overall results! For more information contact: Tom Tester Business Development Manager Direct: (952) 975-5026 Email: tom.tester@directmg.com www.directmg.com Performance Driven Direct Marketing