Prepared by: Dan Rose
Is this good Direct Marketing?
We’ll build an ecommerce site!
Direct Marketing….effective?
Straight to the point
Prepared by: Dan Rose
Who are we? <ul><li>Precision Dialogue is a leading online direct marketing company in the region. </li></ul><ul><li>We de...
Clients
What is Direct Marketing? <ul><li>Direct Marketing Strategy </li></ul><ul><ul><li>Any marketing communication intended to ...
Why Direct Marketing? <ul><li>Communication clutter is at an all time high </li></ul><ul><li>Breaking through the clutter ...
General Advertising and Direct Marketing  A Simple Comparison <ul><li>Mass </li></ul><ul><li>Targeted </li></ul><ul><li>Co...
Emarketing done right <ul><li>Campaigns that results in dialogue between two parties. </li></ul><ul><li>Both parties have ...
Fundamental Marketing shift <ul><li>From… “I have a mass of customers.” </li></ul><ul><li>To… “I have a personal relations...
Direct Marketing – What has the biggest impact on lift?  <ul><li>1. Targeting, Segmentation and List – “who” </li></ul><ul...
List/Target Selection Factors <ul><li>Consumer Lists </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Income </li></ul...
Behind the Scenes of E-Direct Marketing <ul><li>Intelligence/ </li></ul><ul><li>Research </li></ul><ul><li>Marketing </li>...
Market Competitive Analysis - ‘the right benefits ” True Capabilities   Analysis - ‘the right context” Customer Analysis -...
<ul><li>Do we know what our intended customer wants or needs?  </li></ul><ul><li>What benefits do they seek? What is their...
<ul><li>Internal vs. external analysis </li></ul><ul><ul><li>What is the market doing </li></ul></ul><ul><ul><li>What are ...
<ul><li>Traditional SWOT? Yes…as a place to start </li></ul><ul><li>Ask the questions: </li></ul><ul><ul><li>Who are our c...
Market Competitive Analysis - ‘the right benefits ” True Capabilities   Analysis - ‘the right context” Customer Analysis -...
<ul><li>Know your audience takes on a new meaning </li></ul><ul><li>Buying 3 rd  party data to overlay </li></ul><ul><li>M...
List development is tricky
<ul><li>Mom was right…not everybody will like you no matter what you do </li></ul><ul><li>Ideal of 1:1 is not fully realiz...
Segmentation > Relevant Content Dependant Customer segment Age? Household breadwinner? Employed? Children at home? Indepen...
<ul><li>Wikipedia: “A product's position is how potential buyers see the product relative to the market“ </li></ul><ul><li...
Market Competitive Analysis - ‘the right benefits ” True Capabilities   Analysis - ‘the right context” Customer Analysis -...
<ul><li>What is your value equation?  </li></ul><ul><ul><li>The unique delivery of a particular value that the targeted au...
<ul><li>Segmentation and targeting strategies mean we have more than “one” right message. </li></ul><ul><li>Consider the s...
<ul><li>The premise: Remove all barriers between the customer and the provider….control moving from provider to customer. ...
Market Competitive Analysis - ‘the right benefits ” True Capabilities   Analysis - ‘the right context” Customer Analysis -...
<ul><li>Fulfillment and service models built to follow your segmentation and customer targeting strategies </li></ul><ul><...
<ul><li>“ Half of my advertising is wasted; I just don’t know which half.” </li></ul><ul><li>-- John Wanamaker, retail pio...
<ul><li>A key value in online direct marketing…immediate and ongoing feedback </li></ul><ul><li>What are you measuring? Wh...
<ul><li>Launch a campaign </li></ul><ul><li>Monitor in  real-time </li></ul><ul><li>React to results  in real-time </li></...
Test and adjust….don’t give up
<ul><li>Emarketing allows us to see results quickly and adjust future campaigns easily </li></ul><ul><li>Act upon the ongo...
Bonus Slides – Tactical Suggestions <ul><li>Available for download at </li></ul><ul><li>Precisiondialogue.com </li></ul>
The true Oracle
Wrong content files
Interact and Customize: Run One-to-one Mass Personalization <ul><li>Fact based reasoning </li></ul><ul><li>Unlimited varia...
Step 1 Link to  One Form
Step 2 Manage  Campaign
Step 3 Launch Campaign
Full Circle Track  Results
Dynamic Email content <ul><li>Variable Data </li></ul><ul><li>More relevant </li></ul><ul><li>Higher open rates </li></ul>...
<ul><li>Web Management Tool </li></ul>
ATOM
<ul><li>Questions? </li></ul>
A Fail Safe Campaign “Take a brownie break” <ul><li>Call first to confirm the contact and title </li></ul><ul><li>Send a “...
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The mergence of Marketing and eMarketing - Dan Rose

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Dan Rose, President of Precision Dialogue, discusses the mergence between traditional marketing and eMarketing at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center.

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  • The mergence of Marketing and eMarketing - Dan Rose

    1. 1. Prepared by: Dan Rose
    2. 2. Is this good Direct Marketing?
    3. 3. We’ll build an ecommerce site!
    4. 4. Direct Marketing….effective?
    5. 5. Straight to the point
    6. 6. Prepared by: Dan Rose
    7. 7. Who are we? <ul><li>Precision Dialogue is a leading online direct marketing company in the region. </li></ul><ul><li>We develop and help manage our client’s e-channels </li></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Cross sell product </li></ul></ul><ul><ul><li>Retain client base </li></ul></ul><ul><ul><li>Attract profitable new customers or members </li></ul></ul>
    8. 8. Clients
    9. 9. What is Direct Marketing? <ul><li>Direct Marketing Strategy </li></ul><ul><ul><li>Any marketing communication intended to drive a response and/or behavior on the part of the intended, and specifically targeted individual </li></ul></ul><ul><li>Database Marketing </li></ul><ul><ul><li>The organization of data that can be analyzed, sorted and used to drive relevant messages to specific targets </li></ul></ul>
    10. 10. Why Direct Marketing? <ul><li>Communication clutter is at an all time high </li></ul><ul><li>Breaking through the clutter is job 1 </li></ul><ul><li>Impact and relevancy are the two proven methods to break through and drive behavior </li></ul><ul><li>Target marketing is the primary method used to deliver impactful and relevant messages that achieve these twin goals </li></ul><ul><li>It costs less per sale than advertising and PR plus is measurable and controllable by you </li></ul>
    11. 11. General Advertising and Direct Marketing A Simple Comparison <ul><li>Mass </li></ul><ul><li>Targeted </li></ul><ul><li>Competitive Attention </li></ul><ul><li>Selective Attention </li></ul><ul><li>Breadth </li></ul><ul><li>Depth </li></ul><ul><li>Remember </li></ul><ul><li>Respond </li></ul><ul><li>Impression </li></ul><ul><li>Decision </li></ul><ul><li>Pay for Everyone </li></ul><ul><li>Pay for Targets </li></ul>Advertising Direct Marketing
    12. 12. Emarketing done right <ul><li>Campaigns that results in dialogue between two parties. </li></ul><ul><li>Both parties have granted permission to each other and thus the content is precisely focused and of value to both. </li></ul><ul><li>User behavior is tracked and future communication is refined. </li></ul>Yesterday: Today: Marketer Customer Customer Marketer
    13. 13. Fundamental Marketing shift <ul><li>From… “I have a mass of customers.” </li></ul><ul><li>To… “I have a personal relationship.” </li></ul>
    14. 14. Direct Marketing – What has the biggest impact on lift? <ul><li>1. Targeting, Segmentation and List – “who” </li></ul><ul><ul><li>50-75% </li></ul></ul><ul><li>2. Offer or “the deal?” </li></ul><ul><ul><li>20-40% </li></ul></ul><ul><li>3. Sequence & Frequency of Contact – “how” </li></ul><ul><ul><li>20-40% </li></ul></ul><ul><li>4. Creative – “what and how you say it” </li></ul><ul><ul><li>10-20% </li></ul></ul>
    15. 15. List/Target Selection Factors <ul><li>Consumer Lists </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Income </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Marital Status </li></ul></ul><ul><ul><li>Homeowner </li></ul></ul><ul><ul><li>Dwelling Type (home or apartment) </li></ul></ul><ul><ul><li>Mail order buying (by product type) </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Presence of children </li></ul></ul><ul><ul><li>Geographical (zip, SCF, county, state, carrier route) </li></ul></ul><ul><li>Business Lists </li></ul><ul><ul><li>SIC (Standard Industrial Classification) </li></ul></ul><ul><ul><li>Employee Size </li></ul></ul><ul><ul><li>Annual Sales/Revenue </li></ul></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Any other information captured on subscription form (publications) </li></ul></ul><ul><ul><li>Corporate linkage information </li></ul></ul><ul><ul><li># of years in business </li></ul></ul><ul><ul><li>Geographical (zip, SCF, county, state) </li></ul></ul><ul><ul><li>Credit information </li></ul></ul>
    16. 16. Behind the Scenes of E-Direct Marketing <ul><li>Intelligence/ </li></ul><ul><li>Research </li></ul><ul><li>Marketing </li></ul>Database/ Analytical Marketing Strategic/ Creative Marketing Response/ Relationship Marketing Campaign Objectives
    17. 17. 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
    18. 18. <ul><li>Do we know what our intended customer wants or needs? </li></ul><ul><li>What benefits do they seek? What is their pain? </li></ul><ul><li>There are no average customers </li></ul><ul><li>The best way to find out? ASK! </li></ul><ul><li>Implicit vs. Explicit information </li></ul>Customer Analysis - “the right behavior”
    19. 19. <ul><li>Internal vs. external analysis </li></ul><ul><ul><li>What is the market doing </li></ul></ul><ul><ul><li>What are you good at doing yourself? </li></ul></ul><ul><li>Reactive vs. Proactive </li></ul><ul><ul><li>From Good to Great/Fox and Hedgehog </li></ul></ul><ul><li>Ask and audit…what do you truly do best? And, what are you most profitable doing? </li></ul><ul><li>What you think you do best vs. what your customer/prospect thinks may be two different things entirely. </li></ul>True Capabilities Analysis - ‘the right context”
    20. 20. <ul><li>Traditional SWOT? Yes…as a place to start </li></ul><ul><li>Ask the questions: </li></ul><ul><ul><li>Who are our competitors? Beyond the obvious? </li></ul></ul><ul><ul><li>What are they doing and can we do it better than them? Or, less expensively than them? </li></ul></ul><ul><li>Most of us will never recognize an opportunity until it goes to work in our competitor’s business </li></ul><ul><li>Competitors are harder to recognize now…in part, because of direct marketing. </li></ul>Market Competitive Analysis - ‘the right benefits”
    21. 21. 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
    22. 22. <ul><li>Know your audience takes on a new meaning </li></ul><ul><li>Buying 3 rd party data to overlay </li></ul><ul><li>Mounds of data…are just mounds of data. Convert it to useful information </li></ul><ul><li>Analyze and interpret to make is actionable and useful to you </li></ul>Datamining & Profiling - ‘the right information”
    23. 23. List development is tricky
    24. 24. <ul><li>Mom was right…not everybody will like you no matter what you do </li></ul><ul><li>Ideal of 1:1 is not fully realized just yet....Segmentation is the place to start </li></ul><ul><li>Continue sub segments until you have clear and distinguishable differences in your audience. </li></ul><ul><li>Segments allow you to make different offers, provide different content, test, etc </li></ul>Segmenting & Targeting - ‘the right market”
    25. 25. 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
    26. 26. <ul><li>Wikipedia: “A product's position is how potential buyers see the product relative to the market“ </li></ul><ul><li>Niche thyself. Everyone here can narrow their focus. Specialize and reduce your competition </li></ul><ul><li>Employ the ABC’s of positioning. </li></ul><ul><ul><li>Attributes </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Claims </li></ul></ul>Positioning & Differentiating - ‘the right strategy”
    27. 27. 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
    28. 28. <ul><li>What is your value equation? </li></ul><ul><ul><li>The unique delivery of a particular value that the targeted audience in fact needs. </li></ul></ul><ul><ul><li>Value is always defined by the customer or recipient of the message. </li></ul></ul><ul><li>Take the position of your customer or prospect and ask the question: “What’s in it for me?” and “Why do I care?” </li></ul>Unique Selling Proposition - ‘the right offer”
    29. 29. <ul><li>Segmentation and targeting strategies mean we have more than “one” right message. </li></ul><ul><li>Consider the single salient benefit or selling point and lead with this concise point to each segment. </li></ul><ul><li>Because you can, doesn’t mean you should. Beware of too much “flash” in using technology or a channel. </li></ul><ul><li>Specific tactical suggestions available on our website. </li></ul>Creative Marketing Communications -‘the right message”
    30. 30. <ul><li>The premise: Remove all barriers between the customer and the provider….control moving from provider to customer. </li></ul><ul><li>The Traditional: </li></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Telephone </li></ul></ul><ul><ul><li>Direct Sales </li></ul></ul><ul><li>The New </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Targeted Web/blogging/podcasts/etc. </li></ul></ul><ul><ul><li>SEM </li></ul></ul><ul><ul><li>Mobile </li></ul></ul>Direct Marketing Channels –The Key Link
    31. 31. 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
    32. 32. <ul><li>Fulfillment and service models built to follow your segmentation and customer targeting strategies </li></ul><ul><li>Converting valued customers into loyal/repeat customers </li></ul><ul><li>Building brand loyalty and reducing defection </li></ul><ul><li>Cross selling and up-selling </li></ul><ul><li>Referral programs and incenting both parties </li></ul><ul><li>This is a relentless ongoing process </li></ul>Fulfillment & Service - ‘the right satisfaction”
    33. 33. <ul><li>“ Half of my advertising is wasted; I just don’t know which half.” </li></ul><ul><li>-- John Wanamaker, retail pioneer in the late 1800’s </li></ul>
    34. 34. <ul><li>A key value in online direct marketing…immediate and ongoing feedback </li></ul><ul><li>What are you measuring? Why? </li></ul><ul><li>Timely review of data and a tracking process </li></ul><ul><li>Update metrics of measurement </li></ul><ul><li>A/B testing and optimize </li></ul><ul><li>Periodic surveying of your customer and prospect base is relatively easy and affordable </li></ul>Measurement & Assessment - ‘the right performance”
    35. 35. <ul><li>Launch a campaign </li></ul><ul><li>Monitor in real-time </li></ul><ul><li>React to results in real-time </li></ul>Real-time Reporting and Adaptation
    36. 36. Test and adjust….don’t give up
    37. 37. <ul><li>Emarketing allows us to see results quickly and adjust future campaigns easily </li></ul><ul><li>Act upon the ongoing results </li></ul><ul><li>Change offers, content, graphics, headers, signatures, etc to continually optimize the ongoing campaigns </li></ul><ul><li>Challenge your staff and yourself to “fix” declining results by tweaking the efforts before overhauling the entire campaign </li></ul>Adaptation and Innovation - ‘the right change”
    38. 38. Bonus Slides – Tactical Suggestions <ul><li>Available for download at </li></ul><ul><li>Precisiondialogue.com </li></ul>
    39. 39. The true Oracle
    40. 40.
    41. 41. Wrong content files
    42. 42.
    43. 43. Interact and Customize: Run One-to-one Mass Personalization <ul><li>Fact based reasoning </li></ul><ul><li>Unlimited variations </li></ul><ul><li>Smart matching </li></ul>… by the thousands
    44. 44. Step 1 Link to One Form
    45. 45. Step 2 Manage Campaign
    46. 46. Step 3 Launch Campaign
    47. 47. Full Circle Track Results
    48. 48. Dynamic Email content <ul><li>Variable Data </li></ul><ul><li>More relevant </li></ul><ul><li>Higher open rates </li></ul><ul><li>Higher Click troughs </li></ul>
    49. 49. <ul><li>Web Management Tool </li></ul>
    50. 50. ATOM
    51. 51. <ul><li>Questions? </li></ul>
    52. 52. A Fail Safe Campaign “Take a brownie break” <ul><li>Call first to confirm the contact and title </li></ul><ul><li>Send a “package” with 4 brownies </li></ul><ul><li>The enclosed letter starts with </li></ul><ul><li>“ Take a brownie break on us, and while you’re doing so, you might like to read my letter” </li></ul><ul><li>Call within 3 days of receipt </li></ul><ul><li>Cash the check </li></ul>

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