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Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group
 

Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group

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Direct Marketing Presentation by Amber Darroch and Julie Powell of Metrics Marketing Group at the eMarketing Techniques Series at Corporate College 2008

Direct Marketing Presentation by Amber Darroch and Julie Powell of Metrics Marketing Group at the eMarketing Techniques Series at Corporate College 2008

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Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group Direct Marketing by Amber Darroch and Julie Powell of Metrics Marketing Group Presentation Transcript

  • Direct Marketing Presented by: Amber Darroch & Julie Powell 06/05/09
  • Who are we?
    • Metrics Marketing is a leading analytics database marketing firm in the region delivering measurable marketing results.
    • We develop and help manage our client’s online and offline marketing channels
      • Build community
      • Cross sell product
      • Retain client base
      • Attract profitable new customers or members
  • Partial Client List Financial Services KeyBank
  • Partial Client List Retail, Interactive, Gaming, Travel & Tourism
  • What is Direct Marketing?
    • Direct Marketing Strategy
      • Any marketing communication intended to drive a response and/or behavior on the part of the intended, and specifically targeted individual
    • Database Marketing
      • The organization of data that can be analyzed, sorted and used to drive relevant messages to specific targets
  • Why Direct Marketing?
    • Communication clutter is at an all time high
    • Breaking through the clutter is job 1
    • Impact and relevancy are the two proven methods to break through and drive behavior
    • Target marketing is the primary method used to deliver impactful and relevant messages that achieve these twin goals
    • It costs less per sale than advertising and PR plus is measurable and controllable by you
  • General Advertising and Direct Marketing A Simple Comparison
    • Mass
    • Targeted
    • Competitive Attention
    • Selective Attention
    • Breadth
    • Depth
    • Remember
    • Respond
    • Impression
    • Decision
    • Pay for Everyone
    • Pay for Targets
    Advertising Direct Marketing
  • Emarketing done right
    • Campaigns that results in dialogue between two parties.
    • Both parties have granted permission to each other and thus the content is precisely focused and of value to both.
    • User behavior is tracked and future communication is refined.
    Yesterday: Today: Marketer Customer Customer Marketer
  • Fundamental Marketing shift
    • From… “I have a mass of customers.”
    • To… “I have a personal relationship.”
  • Direct Marketing – What has the biggest impact on lift?
    • 1. Targeting, Segmentation and List – “who”
      • 50%
    • 2. Offer or “the deal?”
      • 20%
    • 3. Sequence & Frequency of Contact – “how”
      • 20%
    • 4. Creative – “what and how you say it”
      • 10%
  • List/Target Selection Factors
    • Consumer Lists
      • Age
      • Income
      • Gender
      • Marital Status
      • Homeowner
      • Dwelling Type (home or apartment)
      • Mail order buying (by product type)
      • Interests
      • Presence of children
      • Geographical (zip, SCF, county, state, carrier route)
    • Business Lists
      • SIC (Standard Industrial Classification)
      • Employee Size
      • Annual Sales/Revenue
      • Title
      • Any other information captured on subscription form (publications)
      • Corporate linkage information
      • # of years in business
      • Geographical (zip, SCF, county, state)
      • Credit informatio n
  • Behind the Scenes of E-Direct Marketing
    • Intelligence/
    • Research
    • Marketing
    Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Campaign Objectives
  • Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
    • Do we know what our intended customer wants or needs?
    • What benefits do they seek? What is their pain?
    • There are no average customers
    • The best way to find out? ASK!
    • Implicit vs. Explicit information
    Customer Analysis - “the right behavior”
    • Internal vs. external analysis
      • What is the market doing
      • What are you good at doing yourself?
    • Reactive vs. Proactive
      • From Good to Great/Fox and Hedgehog
    • Ask and audit…what do you truly do best? And, what are you most profitable doing?
    • What you think you do best vs. what your customer/prospect thinks may be two different things entirely.
    True Capabilities Analysis - ‘the right context”
    • Traditional SWOT? Yes…as a place to start
    • Ask the questions:
      • Who are our competitors? Beyond the obvious?
      • What are they doing and can we do it better than them? Or, less expensively than them?
    • Most of us will never recognize an opportunity until it goes to work in our competitor’s business
    • Competitors are harder to recognize now…in part, because of direct marketing.
    Market Competitive Analysis - ‘the right benefits”
  • Sample: Lone Star
  • SWOT Review
    • Actionable items are derived from analysis with clear online opportunities defined
      • For Lonestar:
      • Kids Zone area of site to become more user friendly
      • Natural optimization of the site
      • Clear call to action (menu or find a location) to be placed in an easy to access area
      • Prioritization of navigational elements
      • Better food photography to be implemented
  • SWOT Review
    • Existing online threats are revealed in relation to what your competitors are doing
      • For Lonestar:
      • Lack Spanish version of web site
      • Personalized Gift card promotions do not meet competitors offers
      • Menu listing is much harder to access
      • Private party information is unique to Lone Star, but not easily accessible
      • Lack of optimization on search engines compared to competitors
  • Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ” Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process
    • Know your audience takes on a new meaning
    • Buying 3 rd party data to overlay
    • Mounds of data…are just mounds of data. Convert it to useful information
    • Analyze and interpret to make is actionable and useful to you
    Datamining & Profiling - ‘the right information”
    • Mom was right…not everybody will like you no matter what you do
    • Ideal of 1:1 is not fully realized just yet....Segmentation is the place to start
    • Continue sub segments until you have clear and distinguishable differences in your audience.
    • Segments allow you to make different offers, provide different content, test, etc
    Segmenting & Targeting - ‘the right market”
  • Segmentation > Relevant Content Dependant Customer segment Age? Household breadwinner? Employed? Children at home? Independent adult New family Established family Mature family No Yes <34 >35 No Yes No Yes No Yes No Yes No Yes No Yes No Yes
    • Wikipedia: “A product's position is how potential buyers see the product relative to the market“
    • Niche thyself. Everyone here can narrow their focus. Specialize and reduce your competition
    • Employ the ABC’s of positioning.
      • Attributes
      • Benefits
      • Claims
    Positioning & Differentiating - ‘the right strategy”
  • Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
    • What is your value equation?
      • The unique delivery of a particular value that the targeted audience in fact needs.
      • Value is always defined by the customer or recipient of the message.
    • Take the position of your customer or prospect and ask the question: “What’s in it for me?” and “Why do I care?”
    Unique Selling Proposition - ‘the right offer”
    • Segmentation and targeting strategies mean we have more than “one” right message.
    • Consider the single salient benefit or selling point and lead with this concise point to each segment.
    • Because you can, doesn’t mean you should. Beware of too much “flash” in using technology or a channel.
    • Specific tactical suggestions available on our website.
    Creative Marketing Communications -‘the right message”
    • The premise: Remove all barriers between the customer and the provider….control moving from provider to customer.
    • The Traditional:
      • Direct Mail
      • Telephone
      • Direct Sales
    • The New
      • Email
      • Targeted Web/blogging/podcasts/etc.
      • SEM
      • Mobile
    Direct Marketing Channels –The Key Link
  • Intelligence/ Research Marketing Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Direct Marketing Process Market Competitive Analysis - ‘the right benefits ” True Capabilities Analysis - ‘the right context” Customer Analysis - ‘the right behavior” Positioning & Differentiating - ‘the right strategy” Unique Selling Proposition - ‘the right offer” Creative Marketing Communications -‘the right message” Direct Marketing Channels –The Key Link Fulfillment & Service - ‘the right satisfaction” Measurement & Assessment - ‘the right performance” Adaptation and Innovation - ‘the right change” Segmenting & Targeting - ‘the right market” Datamining & Profiling - ‘the right information ”
    • Fulfillment and service models built to follow your segmentation and customer targeting strategies
    • Converting valued customers into loyal/repeat customers
    • Building brand loyalty and reducing defection
    • Cross selling and up-selling
    • Referral programs and incenting both parties
    • This is a relentless ongoing process
    Fulfillment & Service - ‘the right satisfaction”
    • A key value in online direct marketing…immediate and ongoing feedback
    • What are you measuring? Why?
    • Timely review of data and a tracking process
    • Update metrics of measurement
    • A/B testing and optimize
    • Periodic surveying of your customer and prospect base is relatively easy and affordable
    Measurement & Assessment - ‘the right performance”
    • Launch a campaign
    • Monitor in real-time
    • React to results in real-time
    Real-time Reporting and Adaptation
    • Emarketing allows us to see results quickly and adjust future campaigns easily
    • Act upon the ongoing results
    • Change offers, content, graphics, headers, signatures, etc to continually optimize the ongoing campaigns
    • Challenge your staff and yourself to “fix” declining results by tweaking the efforts before overhauling the entire campaign
    Adaptation and Innovation - ‘the right change”
  • Direct Marketing Resources
    • The DMA (Direct Marketing Association): www.the-dma.org
    • The AMA (American Marketing Association): www.marketingpower.com
    • Marketing Sherpa: www.marketingsherpa.com
    • The eec (Email Experience Council): http://emailexperience.org/
    • Local Organizations
    • SME Cleveland (Sales & Marketing Executives): www.smecleveland.com
    • The Web Association: http://webassociation.org/
    • The 20 30 Club (social networking group): www.cleveland2030.org
    06/05/09
    • Questions?