Cadm V01 Steve Theriault
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Cadm V01 Steve Theriault

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Steve\'s presentation at the Chicago Association of Direct Marketing IMX09 Conference

Steve\'s presentation at the Chicago Association of Direct Marketing IMX09 Conference

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Cadm V01 Steve Theriault Cadm V01 Steve Theriault Presentation Transcript

  • Intelligent PURLs Increase Response, Improve Conversion Presentation to CADM IMX09 May 5, 2009 Written by Steve Theriault, Chief Marketing Officer, Quantum Group
  • Marketing in turbulent times.
    • Today’s Intelligent PURL case study will showcase how to grow and thrive in a turbulent economy by leveraging creative marketing strategies, PURL technology and brand building print techniques.
  • Yesterday’s economy.
    • Grow. Or die.
  • Today’s economy.
    • Survive. Or thrive.
  • Success today = positive ROI, response and conversion rates.
    • ROI is most important today.
    • Typical direct mail response: 1%
    • Percent of website visitors that become customers: 1%
    • What happens when you drive direct mail prospects to the company website? Nothing.
    • Is this your formula for success?
    • Are you managing ROI? How?
    • Do you have a system in place to measure and track results?
    • Does it provide real-time results? A customizable reporting system?
    • If you’re not measuring and tracking results, you can’t manage ROI !
    • Therefore, you MUST embrace new direct marketing strategies and technology.
    Are you satisfied with your results?
    • Is your process Spray & Pray or Market, Measure, Manage ?
    • Too many marketing messages: Consumers are bombarded with 3,000 a day, on average only 80 are noticed, and 10 or less are responded to.
    • A lack of trust by prospects during the marketing and sales process.
    • The customer is in control of the marketing and sales process because of the Internet.
    Why are results so poor?
    • The key to success: understand how INDIVIDUAL customers prefer to buy.
    • 72% want to receive direct mail to initiate a new business contact.
    • DO NOT telemarket (National Do Not Call List), Caller ID.
    • DO NOT spam (32 billion worldwide spams).
    • 42% prefer to visit a website after receiving a direct mail piece, rather than talking to someone to learn more or register for something.
    • After prospects are comfortable with the relationship, they will opt-in and become when they are ready.
    How do prospects want to BUY today?
    • Multi-touch across multi-channel programs with a PURL website at the center of all direct marketing tactics.
    • In the 1980s and 1990s it took 4-5 sales calls to convert a prospect into a new customer…today, it’s closer to 10-12 sales touch points.
    How do you improve ROI and results?
    • Understand your customer is an individual with personal buying preferences, not a mass or segmented market.
    • Therefore, identify their personal buying preferences and communicate relevant solutions and offers.
    • Develop a personalized one-to-one relationship during the marketing process, based on trust.
    • Provide interesting and valuable products, information and offers that enrich the quality of your prospects’ lives as it RELATES TO YOUR BRAND.
    • Over time, prospects will enjoy the relationship and opt-in as a customer when they are ready.
    How do you convert prospects into customers?
  • What are the most profitable direct marketing strategies today?
    • Capture contact information for as many company website visitors as possible.
    • Why? 70% are interested in your company, but 50% leave within 8 seconds because they don’t see immediate benefits to their individual needs.
    • And, only 1% become customers.
  • How to succeed in turbulent times: 5 strategies for success.
    • Create a positive ROI, improve response and conversion rates.
    • Accelerate, automate and integrate the direct marketing and response process.
    • Build a powerful brand.
    • Leverage Intelligent PURLs to build personalized one-to-one relationships based on trust. Communicate relevant marketing messages, gather information about personal buying preferences, and allow prospects / customers to be in control of the sales process.
    • Develop multi-touch across multi-channel direct programs with a relationship-building PURL website and Campaign Manager technology at the center of every direct tactic.