• Save
The Whitley Group - Building an Effective Direct Marketing Campaign
Upcoming SlideShare
Loading in...5
×
 

The Whitley Group - Building an Effective Direct Marketing Campaign

on

  • 1,400 views

In part three of our webinar series, Ross Clurman, Director of Marketing, discusses the components of a successful direct marketing campaign, along with best practices and methods for tracking and ...

In part three of our webinar series, Ross Clurman, Director of Marketing, discusses the components of a successful direct marketing campaign, along with best practices and methods for tracking and testing.

Statistics

Views

Total Views
1,400
Slideshare-icon Views on SlideShare
535
Embed Views
865

Actions

Likes
0
Downloads
0
Comments
0

3 Embeds 865

http://www.whitleyplus.com 856
http://131.253.14.66 6
http://feeds.feedburner.com 3

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Whitley Group - Building an Effective Direct Marketing Campaign The Whitley Group - Building an Effective Direct Marketing Campaign Presentation Transcript

    • BUILDING AN EFFECTIVEDIRECT MARKETING CAMPAIGN The Whitley Group November 3, 2011
    • ROSS CLURMANDirector of Marketing@rossclurman
    • THE WHITLEY GROUP Printing and message logistics.
    • AGENDA Defining your target audience + List acquisition and segmentation +Goals vs. Objectives / Strategies vs. Tactics + Measurement and ROI +
    • DEFINING YOUR TARGET Review your existing database/customer list + Outline new customer attributes + Purchase additional names +
    • EXISTING DATA Demographics (age, gender, purchasing power) + Location (proximity to you, and concentration) +Seniority (how long have they been a customer?) +
    • NEW ATTRIBUTES Who is your ideal customer? +
    • PURCHASING NAMES Individuals or businesses? + Know your options + Review search filters +
    • CLEAN UP YOUR DATA Check addresses for accuracy + Consider appending emails + Don’t remove any data + Merge multiple lists* +
    • SEGMENTING YOUR DATA
    • GOALS VS. OBJECTIVES A goal is your overall intention –the big picture of what you’re trying to achieve.
    • GOALS VS. OBJECTIVES Your objectives are the outcomes thatrepresent your success in achieving that goal.
    • EXAMPLE GOAL “Increase our brand awareness among smallbusiness owners in Texas by using social media.”
    • EXAMPLE GOAL“Increase membership among individuals working within the higher education space through direct mail and email.”
    • EXAMPLE GOAL“Increase sales of XYZ to women outside of STATE.”
    • EXAMPLE OBJECTIVES Increase brand awareness among small business owners in Texas by using social media. Increase blog subscribers by 10% in 3 months +Generate 15% more likes on our Facebook page in Q1+ Increase Twitter followers by 20% in 30 days + Grow our LinkedIn Group by 150 members in 2011 +
    • STRATEGIES VS. TACTICS A strategy is your roadmap –how you plan to achieve your individual objectives.
    • STRATEGIES VS. TACTICSTactics are the directions on your roadmap – the actual steps you’ll need to take.
    • EXAMPLE STRATEGIES Objective: Increase blog subscribers by 10% in 3 months Designate a team to contribute to your blog on a regular basis + Create a 90-day editorial calendar to write posts twice a week + Identify relevant blogs within your space and share with your team + Set requirements for commenting on other industry blogs + Increase blog subscriptions through home page and within the blog +
    • EXAMPLE TACTICSStrategy: Designate a team to contribute to your blog Send out an email to find contributors + Review volunteers + Set a meeting to select contributors + Setup profiles on your blogging platform + Train your bloggers on the platform +
    • LAUNCHING YOUR CAMPAIGN Know your budget + Know your methods of delivery + Setup appropriate methods for tracking your responses + Test variations to find out what works best for you +
    • TIPA multi-channel approach works better because you’re reaching people through different media, continually.
    • CHANNELSType Traditional Non-traditional TypePush Direct Mail Content Marketing PullPush Email Online Video PullPull Events Mobile BothPush Phone Calls Social Media BothPull Public Relations PPC Advertising PullPull Advertising Search Engine Optimization Pull
    • BEST PRACTICES Start a friendly conversation + Be open and transparent + Position yourself as a leader + Monitor, test and analyze + Have a plan for following up +
    • WHAT WE’VE FOUND Launch all channels simultaneously + Don’t overwhelm your audience + Evaluate your methods constantly + Don’t automate everything +
    • THANK YOUwww.whitleyplus.com | @thewhitleygroup (512) 476-7101 ROSS CLURMAN Director of Marketing @rossclurman