Cross Media Marketing Discovering the Opportunities
A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. ~ Wayne Gretzky
Direct Marketing at a Crossroads Spray & pray mailing is increasingly ineffective Social media (Facebook, Twitter, blogs) increasingly command dollars and attention Increased targeting and personalized mail has decreased order sizes Have you got a plan for the new terrain?
Cross Media Response Examples Traditional Campaign CMM Campaign Production Costs: 25,000 @ .40 each = $10,000 Production Costs: 12,500 @ $1 each = $12,500 .05 Response Rate = 125 10% Response Rate = 1,250 Revenue Model: 125 @ $100 average sale = $12,500 Revenue Model: 1,250 @ $100 average sale = $125,000 Production Cost as a % of revenue = 1.25% Production Cost as a % of revenue = 10% R.O.I. = R.O.I. = Cost per Response = $80.00 Cost per Response = $10.00 Profit = $2,500 Profit = $112,500