At this point, you should have gone through general introductions. If you haven’t already received answers to the recommended key questions, this is the time to address them. Question 1: What are the Top Marketing Objectives for the next six months for your organization? Once you understand their objectives, you can tailor design the campaign to meet their needs. Question 2: What inhibits you from successfully achieving your objectives? This can be any number of things. The goal is to understand what their pain points are so you can speak directly to them. You want them to see how you can help them to be more efficient with their time, by using this solution and more effective in their communications because they have the ability to track and measure their results. Question 3: Are you currently evaluating technology or any other media to help you achieve your objectives? For example… Some marketers use email only campaigns and feel this is sufficient enough. What they don’t realize is that this is only a one dimensional touch. They can only reach prospects who they have emails for. They have no other ways of communicating with prospects who they don’t have emails for. Find out if they use mass media such as: radio, TV, billboard or newspapers. NOW, you have an opportunity to talk about the many options you have available to help them communicate through various channels.
Talk Track: Let’s take a look at the big picture! Everything starts with your database. Leveraging personal & relevant information you have on each prospect will help to target your campaign message. Develop the campaign around your target audience and what you are trying to learn about them. Determine how they want to reach their audience: Direct mail, email, SMS text messaging or mass media. You have the ability to track your messages & capture responses You can send out lead alert notifications immediately to your sales reps All this information is being stored in the Campaign Dashboard allowing you to analyze and track your campaign results in real time. Having real time visibility into your campaign and the ability to send your reps lead alerts, allows you to close more deals quickly. Reaching a respondent at the height of their interest provides you with a better chance of converting them.
Talk Track: Note: It’s important the Marketing Executive understands the brief amount of time they have to make an impression on their prospect. This statistic and imagery helps to convey your message visually. After reading the statistic, simply ask your customer/prospect: What are you doing differently that is making your company stand out from all the rest of the marketing clutter people are being bombarded with each day?
Talk Track: Read the statistic first and then take time to explain what it means in respect to using a more targeted approach. According to Jupiter Research, 66% of consumers…. More and more people are using the internet to research information and conduct business. And less are picking up the phone. Why? Because the internet gives them more control. If 66% of consumers prefer to go online, rather than call, why not provide them with the response channel they are looking for. When you include a Personalized URL, you are providing them with the response channel they prefer You are also sending them to the exact place you want them, where you can track and measure their response.
Talk Track: It’s important to understand why marketing approaches need to change. Because of the internet, the role of direct mail has changed. It’s changed the way buyers buy and sellers sell. This is because more and more people have access to the internet.
Talk Track: Response rates picked up when “basic personalization” was introduced. It attracted the recipient by making them feel the piece was sent only to them. Now Marketer’s are being tasked to track and measure how well their campaigns are performing. By providing the Personalized URL response channel, you get each respondents to respond online and where you have the ability to attract and measure your campaign performance.
Talk Track: It’s important to leveraging the information you have in your database. It’s more than simply adding their name Make sure your message is personal! Target your message – ensure your message resonates with the recipient by keeping it relevant & meaningful.
Talk Track: (Top Example): Basic personalization may include the persons name and a generic image. (This won’t resonate with all recipients). The call to action is basic because it has the respondent logging onto a generic URL where the message is the same for everyone. If this person visits the generic landing page and decides to abandon it, you will know that there was a visit, but you won’t know who (Bottom Example): The persons first name is used, but it takes the message a step further. It reminds the recipient of their upcoming lease and gives them a clear call to action. The recipient is then directed to a Personalized URL where the personalized messaging is continued and is trackable and measurable.
Talk Track: Now is time to remind them why they should consider using a trackable and measureable solution for their marketing campaigns. This is where you want to set their expectations. Remind them what makes up a successful campaign. According to PODi, companies that utilize relevant graphics and text, often see a 2-5x lift in response rates. It’s important to remember that the same basic principles apply for improved results: Quality of database – the more qualified it is, the better responses they will receive Including a compelling offer. This is what makes the recipient want to take the time to respond. There’s actually something in it for them. Creative/Call to Action – The creative has to be appealing and eye catching. How you want them to respond needs to be very clear and not buried among too clutter.
Talk Track: The entire direct mail piece should engage each respondent with relevant content that directs them to the personalized URL. The intent of the Personalized URL is to direct each recipient to their very own landing page, which continues the personal and relevant communication. One thing I’d like to point out is that we are not suggesting that you remove all other response channels from your direct mail. So keep those toll free numbers and BRC’s in place. Over time, if you find that more and more people in your particular audience are responding online, then you may be able to retire some of those other mechanisms. The nice thing is that you’ll be able to make the decision based on data rather than guessing. Again, the goal is to get the respondents online, so make sure the clear call to action is the Personalized URL.
Talk track: We can also configure automatic follow-up email messages that are personalized to each respondent. For example, their personalized version of the “Thank You” email will mention their survey responses or other data collected on the Personalized Landing Page. This continues the personalized communication and solidifies the relationship.
Talk track: We also provide automated lead delivery, so we can take each respondent and transition them into an actionable lead that sales rep can follow-up on quickly. These Leads can be sent immediately to the sales via PDA, cell phone or email for follow-up, essentially eliminating the need for cold-calling.
Talk track: Finally! You can watch the results of your campaign in real time. You will be given access to your own “Campaign Dashboard” that provides access to activity reports, survey results, etc. You can also download your reports in CSV format for upload into any other type of system. Alternatively, the we can schedule the delivery of your data via FTP, if you choose so.
Talk Track: You now have the ability to : Attract – your prospects by adding Personalized URLs to your direct mail Interact – with each of them via fully personalized and dynamic landing pages……and React – to each of them immediately with automatic lead distribution and reports that help fine tune their campaigns Most marketers have at one of these critical components covered, but not all 3. Our solution offers all 3.
Talk Track: At this point, you want to take them through steps 2, 3, 4 & 5 of the Five Step Executive Marketing Presentation Process. Step 2: Creative Process Discussion Step 3: Purl Creation Overview Step 4: Landing Page Demonstration Step 5: Dashboard Reporting Demonstration
Fact of life… <ul><li>“ 78% of all people read their mail over a trash can.” </li></ul><ul><li>- USPS/DMA Survey </li></ul>
<ul><li>66% of consumers responding to an offline advertisement visited the web site of the company advertised or a search engine to learn more, while only 14% called a phone number from the advertisement, the survey says. </li></ul><ul><ul><li>Source: Jupiter Research </li></ul></ul>
The Internet Changed Everything <ul><li>It changed the way buyers buy, </li></ul><ul><li>and the way sellers sell. </li></ul><ul><li>It changed the role of direct mail… </li></ul>
How to improve response rates? <ul><li>Step 1 - Basic Personalization - Attract the interest of the reader </li></ul><ul><ul><li>(Personalization) – Design the mail piece as though it were sent only to the addressee using specific reference to something you already know about the individual. </li></ul></ul><ul><ul><li>E.g. names, personal facts and graphics within the piece </li></ul></ul><ul><li>Step 2 - Personalized URLs - Obtain a response </li></ul><ul><ul><li>(Purl) – Response channel that is printed on the direct mail piece that drives the recipient to their personalized landing page. </li></ul></ul>
Leverage your database <ul><li>What you know about your target: </li></ul><ul><ul><li>David Scott </li></ul></ul><ul><ul><li>Businessman </li></ul></ul><ul><ul><li>38, married, father </li></ul></ul><ul><ul><li>Has leased a SUV 3 years ago </li></ul></ul><ul><ul><li>Loves outdoor activities </li></ul></ul>David Scott Operations Manager 123 Highway, Suite 456 Irvine, CA USA
Basic Personalization Leverage your data Use Personalized URLs Customized Images Basic Personalization Generic URL Generic Image Visit www.starcars.com to schedule a test drive
Another fact of life… <ul><li>Companies that utilize relevant graphics and text can see a 2-5 x lift in response rates </li></ul><ul><li>PODi – The Digital Printing Initiative </li></ul>
Personalized URLs and Microsites <ul><li>Engage respondent with relevant content in direct mail, including a personalized URL </li></ul><ul><li>Capture online response </li></ul><ul><li>Continue “personal” conversation online </li></ul><ul><li>Generate highly qualified leads </li></ul>WWW.DaveScott.StarCars.com
Automated Follow-up to Respondents <ul><li>Automatically triggered follow-up email to each respondent </li></ul><ul><li>Variable email content determined by survey responses </li></ul><ul><li>Continued personalized communication solidifies the relationship </li></ul>
Automated Lead Distribution <ul><li>React immediately to leads </li></ul><ul><li>Distributed via email or PDA/cell phone </li></ul><ul><li>No need for cold-calling </li></ul>Carolyn Sample just responded to your campaign Steve Salesperson, Carolyn Sample just responded to your campaign. Contact information: 123 Anystreet, USA (555)547-1234 Survey Results: May I call you to discuss? Yes
Reporting and Analytics <ul><li>All visits and online activities are tracked </li></ul><ul><li>Reports to help “fine tune” your marketing </li></ul><ul><li>Automated data delivery </li></ul>
Marketing Executives in 2010 <ul><li>Shrinking budgets </li></ul><ul><li>Get closer to customer </li></ul><ul><li>Increase demand for ROI/Measurability </li></ul><ul><ul><li>Justify money spent </li></ul></ul><ul><ul><li>Track leads converted to sales </li></ul></ul><ul><ul><li>Bottom-line sales results </li></ul></ul>
Carolyn Sample just responded to your campaign
Ideas for Running a Campaign <ul><li>Lead generation (Gaining new customers, introduce new service or product to existing clients) </li></ul><ul><li>Acquire new points of contact for mail files ( i.e. gain email or phone#, when all you originally had was the address) </li></ul><ul><li>Invitation to attend an event ( tradeshow, seminar etc.) </li></ul><ul><li>Announce a special offer / sale </li></ul><ul><li>Secure appointments </li></ul>
Ideas for Running a Campaign (continued) <ul><li>Drive prospects to your website or redirect them to another website. </li></ul><ul><li>Drive traffic to a tradeshow booth to continue the 1:1 conversation started online </li></ul><ul><li>Academic or job recruiting </li></ul><ul><li>Perform customer satisfaction surveys (mailed survey responses are VERY low, and the data needs to be tallied) </li></ul><ul><li>Target market surveys (learn more about the needs of your target market prior to launch) </li></ul>
Why Ritter’s <ul><li>Over 20 years experience in direct marketing </li></ul><ul><li>Can support any campaign… small or large </li></ul><ul><li>State-of-the-art facility and equipment </li></ul><ul><li>Customizable solutions </li></ul><ul><li>Real-time dashboard 24/7 </li></ul><ul><li>SSL Encryption – data is secure </li></ul>