www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
There are no
“always”
in direct m...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #1:
Establish ...
Paradox of
Choice
§  Customers say
they want choice
– What they really
want is a
solution that fits
their needs
§  Choic...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #2: Make the right
offer to the right audien...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
The right offer to the right
audience at the right time
Echo
En...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #3: Write copy...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #4:
The custom...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
§  IBM: Every $1 invested in usa...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Be ready for response in all channels
TV
Mobile Friendly
website design
m. Site
(mDot)
Responsive
Design
Adaptive
Design
©1998-2016 Smith Browning Direct, Inc. No Reproduction allowed.
Mobile Friendly vs. Mobile Optimized
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #5:
Think camp...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
•  1 perfect moment
•  1 perfect ...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Basic Rules for
Multichannel Syne...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
DNB Bank Super Save
§  Challenge...
DnB Bank Super Save
Super Save Campaign
Ad 1 DMADiamondEcho
Finalist
©1998-2016 Smith Browning Direct, Inc. All Rights Reserved.
Super Save Launch
Banner ads
Facebook ads
Online video
explain...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Customer
Marketing
Targeted Emails
Super interest for you with
...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Bank Branches
Retail support
“Treasure Hunt
starts October 8”
“...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Engagement: Find the Stolen Treasure Chest
Facebook Clues
Mobil...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Results
§  Normal year ≈
70-80,0...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
What media do most
direct markete...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
U.S. Direct & Digital Spending 20...
©1998-2016 Smith Browning Direct, Inc. All Rights Reserved.
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Digital Channels play different r...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #6: Your promotions must fit your
USP, your ...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #7
Research fo...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Research:
§  The possibilities
–...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
Cardinal Principle #8:
Focus on t...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
What does attrition cost?
§  It ...
©2016 Smith Browning Direct, Inc. No Reproduction allowed.
“If you can’t measure it,
- Peter
Drucker
you can’t manage it.”
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
1. Have a
clear &
simple
objectiv...
www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
§  Over 13,000 professionals hav...
On the job it takes years, with us it takes just 3 days.
Attend DMA’s most popular seminar:
The Direct Marketing Institute...
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8 Cardinal Principles for Direct Marketing Success

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Whether you call it direct marketing, demand generation, performance marketing or ROI marketing – it's all about the strategy to get a response. The cardinal principles for success are often counter-intuitive – the opposite of what your common sense might tell you. This is a brief introduction to the 3-day Direct Marketing Institute and DM University seminars I conduct for DMA. You can attend my public seminars. Learn more at www.DirectMarketingSmarts.com

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8 Cardinal Principles for Direct Marketing Success

  1. 1. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. There are no “always” in direct marketing §  But there are many “almost always” – And they are often counterintuitive 8 Cardinal Principles for Direct Marketing Success
  2. 2. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #1: Establish your objective and keep it simple 3 Ways to grow revenue: 1.  More customers 2.  More purchases 3.  Larger purchases
  3. 3. Paradox of Choice §  Customers say they want choice – What they really want is a solution that fits their needs §  Choices confuse – Confuse = Lose
  4. 4. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #2: Make the right offer to the right audience at the right time The Foundation of Direct Marketing 1.  The list or audience you target 2.  The offer or proposition you make 3.  The creative execution you choose List 40%Offer 40% Creative 20% A great offer sent to the wrong audience is still a failure. Brilliant creative won’t save a weak offer. 80% of your success - List and Offer
  5. 5. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. The right offer to the right audience at the right time Echo Entry
  6. 6. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #3: Write copy to show what your product will do for the prospect.
  7. 7. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #4: The customer experience must be
  8. 8. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. §  IBM: Every $1 invested in usability = $10 – $100 return. §  Edward Tufte (information design guru): “The most common user action on a website is to flee.” Usability – ease of use, satisfaction, efficiency
  9. 9. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Be ready for response in all channels TV
  10. 10. Mobile Friendly website design m. Site (mDot) Responsive Design Adaptive Design
  11. 11. ©1998-2016 Smith Browning Direct, Inc. No Reproduction allowed. Mobile Friendly vs. Mobile Optimized
  12. 12. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #5: Think campaign, Not 1-shot promotions
  13. 13. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. •  1 perfect moment •  1 perfect channel •  Unlimited budgets ✗ ✗ ✗
  14. 14. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Basic Rules for Multichannel Synergy 1.  Choose the right media for the target audience 2.  Speak with 1 Voice 3.  Have a compelling offer and memorable message
  15. 15. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. DNB Bank Super Save §  Challenge –  Typical year’s new accounts: 70,000 – 80,000 –  First ad campaign generated awareness, buzz and advertising awards but only 86,000 new accounts §  Objective: Grow bank’s new savings deposits by 400% §  Strategy –  Develop strong offer »  Super Save: 3.2% for automatic monthly savings •  (vs. 2.85% regular rate) –  Create engagement to grow response –  Leverage existing customer audiences DMA Diamond Echo Finalist
  16. 16. DnB Bank Super Save Super Save Campaign Ad 1 DMADiamondEcho Finalist
  17. 17. ©1998-2016 Smith Browning Direct, Inc. All Rights Reserved. Super Save Launch Banner ads Facebook ads Online video explaining Super Save benefits Home and Landing Pages Newspaper Advertising
  18. 18. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Customer Marketing Targeted Emails Super interest for you with Super Save from DNBWatch TV2 tomorrow at 6:47pm or watch it here now. Online Banking Customized Offers Save a bit more. It matters a lot in the long run.
  19. 19. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Bank Branches Retail support “Treasure Hunt starts October 8” “It’s easy to get started - Sign up for Super Save here or go online”
  20. 20. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Engagement: Find the Stolen Treasure Chest Facebook Clues Mobile Site Microsite – Treasure Hunt Game Register to play for $50,000 Savings Bounty Radio hosts promoted SMS text clues
  21. 21. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Results §  Normal year ≈ 70-80,000 new accounts §  Super Save goal = 350,000 new accounts (+400%) §  Actual = 430,000 new accounts (+500%) “Some people are lucky in life. For the rest of us, it’s smart to start saving.”
  22. 22. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. What media do most direct marketers use?
  23. 23. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. U.S. Direct & Digital Spending 2016 Direct Mail 29% Teleservices 27% Search 19% Display 18% Other Digital 4% Email 1% Insert Media 0.5% Other 2% Winterberry Group 2016 Annual Outlook $163.7 Billion
  24. 24. ©1998-2016 Smith Browning Direct, Inc. All Rights Reserved.
  25. 25. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Digital Channels play different roles in the customer journey Source: Google Analytics/ThinkWithGoogle.com
  26. 26. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed.
  27. 27. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #6: Your promotions must fit your USP, your audience, and your product.
  28. 28. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #7 Research for insight, Test for tactics
  29. 29. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Research: §  The possibilities –  What people think –  What motivates them –  Which creative approach or offer appeals to them –  Their reactions – what they say they’ll do Testing: §  The realities –  What they responded to –  By how much –  Which audience, offer, creative, premium, etc. performed best
  30. 30. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. Cardinal Principle #8: Focus on the Lifetime Value of the Customer
  31. 31. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. What does attrition cost? §  It costs 5 times as much to acquire a new customer as to retain one §  Most companies lose 20-25% of their customers every year §  If attrition is cut 5 percentage points, you can add 25 - 75% in profits to the bottom line – Why? – Frederick Reichheld, Bain Consulting
  32. 32. ©2016 Smith Browning Direct, Inc. No Reproduction allowed. “If you can’t measure it, - Peter Drucker you can’t manage it.”
  33. 33. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. 1. Have a clear & simple objective 2. Focus on list and offer first 3. Sell benefits not features 4. Make It easy5. Think campaign not 1-shot 7. Research & test to find truth 6. Make promotions fit audience/USP 8. Evaluate success by LTV Direct Marketing Success
  34. 34. www.DirectMarketingSmarts.com ©2016 Smith Browning Direct, Inc. No Reproduction allowed. §  Over 13,000 professionals have attended Beth’s direct marketing courses on 5 continents §  35-year career direct marketer §  Creator and Educational Director of the DMA Direct Marketing Institute §  DMEF Ed Mayer Award recipient for lifetime contribution to direct marketing §  DMA Board of Directors Executive Committee 2010-2013 www.DirectMarketingSmarts.com beth@DirectMarketingSmarts.com Beth Smith
  35. 35. On the job it takes years, with us it takes just 3 days. Attend DMA’s most popular seminar: The Direct Marketing Institute* Beth Smith, Creator and Educational Director §  Direct Marketing’s Cardinal Principles §  Digital Marketing Done Right §  Direct Mail in a Digital World §  Lists, Data-driven Marketing, and Retention Strategies §  Graphics & Design for Response in All Media §  Offers & Propositions that Melt Away Inertia §  Creative and Copywriting that Sells §  Research & Testing to Learn Faster than Your Competitors §  Multichannel Marketing: Synergy and media selection, overview of DRTV, Display Ads (digital and print), Social Media §  Catalog Marketing – Print and Digital *Private in-company customized sessions also available in 1, 2 or 3-day versions. Sign up now: DMA Direct Marketing Institute Or contact Beth Smith: beth@DirectMarketingSmarts.com

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