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E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative ServicesApril 25, 2013Catalog Marketing:S...
Welcome!Catalog Marketing: Still a Winner in YourMarketing MixSponsored by:Learn more about Agile at www.agile-ed.com
Introduction of PresentersRafael Mendez, Dir. BusinessDevelopment & Campaign Strategy,Evan-Moor Educational PublishersRafa...
Introduction of PresentersTim Ridgway, Vice President,Marketing, Califone International, Inc.Tim oversees marketing for Ca...
Introduction of PresentersMark Skup, Senior Vice President,O’Keefe Henry Direct, Inc.With O’Keefe Henry Direct, Mark Skup ...
CATALOG CHALLENGESAND MEASURINGPERFORMANCERafael Mendez and Mark Skup
Poll #1Do you sell to:o Individual Teacherso Schools/Districtso Both
Poll #2Do you accept purchase orders?o Yeso No
5 Catalog Challenges in our Market1. Determining who to mail to when each of ourcustomers may have multiple participants i...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed...
5 Catalog Challenges in our Market3. Increasing catalog costsAs costs increase, so must your catalogrevenue to maintain ca...
5 Catalog Challenges in our Market4. Decreasing catalog conversion rateso DMA has noted a 25% decrease in catalogresponse ...
5 Catalog Challenges in our Market5. School-market order curveo The longer your purchase cycle and themore campaigns you d...
Determining the right mix1. Where to invest? (catalogs, email, socialmedia, PPC, etc.)o Utilize profitability metrics like...
Determining the right mix2. Overall catalog volume and frequencyo Maximize your customer list using revenueand profit per ...
Determining the right mix2. Overall catalog volume and frequencyo Establish a prospecting threshold bydetermining an acqui...
Measuring Performance – NewCustomer Acquisition CostCalculating New Customer Acquisition CostQtyMldOrds RR%Demand $AvgOrdC...
Measuring Performance –Estimating Lifetime ValueUse existing data from 0-12 month buyer segmentsQtyMldOrds RR% Demand $Avg...
Measuring Performance – BalanceBetween CPNC and PPMo Cost Per New Customer = $27.50o Profit Per Piece Mailed = $3.20o Payb...
REACHING ANDENGAGING YOURAUDIENCETim Ridgway
B2B• How to reach your audience?• Increasing number ofcompeting channels• Print vs digital?• Consider an alternate filter ...
Califone Catalog Distribution• Push & Pull• Print run includesB2B catalogs withcustom front andrear covers
Competition to Catalog• Paper is no longerthe sole source ofinformation• Online informationcontinues to grow• Is digital’s...
Growth of Digital• Drop in traditional PCs• Rise in mobile devices• Today, half of total USpop. uses a mobile device• Mobi...
Mobile
Social MediaWhat’s missing?bit.ly/ZxogK9
Expand Your 2-DimensionalCatalogHow ? QR Codes!• What are they?• How are they used?A QR code can link toa website, a phone...
QR Codesbit.ly/jn0vsY
Expand Your 2-DimensionalCatalogbit.ly/17JEsM1
Expand Your 2-DimensionalCatalog• 51 QR codes used in the2013 Califone catalog• 1stQR Code Contest atInfocomm , 2011. Read...
Expand Your 2-DimensionalCatalog• Post your catalog online• Use of catalog for online SEO benefits (theprocess of improvin...
Expand Your 2-DimensionalCataloghttp://www.califone.com/download_center.phpbit.ly/13wcLqg
How do Users find Websites• Directly by knowing your audience• Links• Organic searches• 85% of all Internet traffic is ref...
How do they find your site?Learn whyGoogle’s algorithmis so importantbit.ly/Zilw4S
Keywords• Approximately 15% of algorithm• Content must be in HTML text format• Images and other non-text content is virtua...
Wrap Up• Print and digital work together. Readbit.ly/15mhRpu for more info• With increased mobile uses, opportunity tointe...
Conclusion• Califone is bullish on catalog mailing• Currently sending 10x more than in 2003• Single largest annual budget ...
Questions?Send them Using the QuestionsPanel
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Agile webinar catalog marketing in digital age may 2013

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Agile webinar catalog marketing in digital age may 2013

  1. 1. E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative ServicesApril 25, 2013Catalog Marketing:Still a Winner in YourMarketing Mix
  2. 2. Welcome!Catalog Marketing: Still a Winner in YourMarketing MixSponsored by:Learn more about Agile at www.agile-ed.com
  3. 3. Introduction of PresentersRafael Mendez, Dir. BusinessDevelopment & Campaign Strategy,Evan-Moor Educational PublishersRafael oversees all of Evan-Moor’scampaign strategies, which includedirecting ecommerce, direct mail and e-mail marketing. In this role, Rafael hasbeen instrumental in expanding Evan-Moor’s customer outreach and profitability.Mendez joined Evan-Moor in 2007,bringing a decade of strategic marketingexperience. He earned his BA ininternational studies and MBA inmanagement.
  4. 4. Introduction of PresentersTim Ridgway, Vice President,Marketing, Califone International, Inc.Tim oversees marketing for Califone,including catalogs, website, social media,tradeshows, PR, advertising, B2B and B2Csupport. He spent the previous 10 years atRemo, the leading global drumhead andpercussion manufacturer; where hemanaged its media and public relations. Heholds a Bachelor of Science degree inEconomics from the University of Californiaat Irvine.
  5. 5. Introduction of PresentersMark Skup, Senior Vice President,O’Keefe Henry Direct, Inc.With O’Keefe Henry Direct, Mark Skup hasbeen helping small to mid-sized catalogcompanies for the last 15 years. Mark’sentire career has been in the DirectMarketing and Catalog industry. Prior toO’Keefe Henry Direct he held senior levelmarketing positions with some of the largestand most sophisticated mailers in the countrysuch as The Signature Group, BradfordExchange, and Garden Way/Troy-Bilt.
  6. 6. CATALOG CHALLENGESAND MEASURINGPERFORMANCERafael Mendez and Mark Skup
  7. 7. Poll #1Do you sell to:o Individual Teacherso Schools/Districtso Both
  8. 8. Poll #2Do you accept purchase orders?o Yeso No
  9. 9. 5 Catalog Challenges in our Market1. Determining who to mail to when each of ourcustomers may have multiple participants inthe purchase cycle. Data may be limiting.Customer Participant Rev. Per PieceWashingtonElem.End User $0.80Influencer $3.50Purchase Approver $6.00Buyer $10.00
  10. 10. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Evan-MoorEvan-Moor Attn: Rafael Mendez123 Main 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Are you able to match this catalog recipientto the order?Example #1
  11. 11. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Rafael MendezEvan-Moor Evan-Moor18 Lower Ragsdale 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Does matching at the Ship To level makesense for your business.Example #2
  12. 12. 5 Catalog Challenges in our Market2. Measuring performance and making data-driven decisions is difficult! Sometimes weneed to make assumptions.Catalog Sent Order ReceivedMail To Bill To Ship ToRafael Mendez Bill Evans Bill EvansEvan-Moor Evan-Moor18 Lower Ragsdale 18 Lower Ragsdale 18 Lower RagsdaleMonterey, CA 93940 Monterey, CA 93940 Monterey, CA 93940Does matching at only the address levelmake sense for your business.Example #3
  13. 13. 5 Catalog Challenges in our Market3. Increasing catalog costsAs costs increase, so must your catalogrevenue to maintain catalog performance!Its not enough to simply:• Increase budgets• Reduce mail volumeYou need to:• Manage expense increases with response growth• Decrease expenses while maintaining response
  14. 14. 5 Catalog Challenges in our Market4. Decreasing catalog conversion rateso DMA has noted a 25% decrease in catalogresponse rates between 2003 and 2011o There has been an explosion of responsemediums in the past decade, includingonline advertising and social mediaThe catalog still produces the majority ofcampaign generated revenue for Evan-Moor.
  15. 15. 5 Catalog Challenges in our Market5. School-market order curveo The longer your purchase cycle and themore campaigns you deploy, the moredifficult it is to measure performance
  16. 16. Determining the right mix1. Where to invest? (catalogs, email, socialmedia, PPC, etc.)o Utilize profitability metrics like profit perorder across all direct mediumso Understand the penetration you can havewith your campaignso The school market universe is easilyaccessible for use in direct mail!
  17. 17. Determining the right mix2. Overall catalog volume and frequencyo Maximize your customer list using revenueand profit per piece mailedIn-House Buyers Qty RPM PPM Total Rev Total Profit2012 Catalog 1000 $10 $6 $10,000 $6,000Total $10 $6 $10,000 $6,000In-House Buyers Qty RPM PPM Total Rev Total Profit2013 Catalog 1 1000 $10 $6 $10,000 $6,0002013 Catalog 2 1000 $4 $2 $4,000 $2,000Total 2000 $7 $4 $14,000 $8,00040% Increase33% Increase
  18. 18. Determining the right mix2. Overall catalog volume and frequencyo Establish a prospecting threshold bydetermining an acquisition expense or CostPer New Customer (CPNC) that yourbusiness can sustain
  19. 19. Measuring Performance – NewCustomer Acquisition CostCalculating New Customer Acquisition CostQtyMldOrds RR%Demand $AvgOrdCogs/VarFulf(50%)MrktCost($.65)NetCont $CPNC100,000 1,000 1.0% $75,000 $75 $37,500 $65,000 ($27,500) $27.50
  20. 20. Measuring Performance –Estimating Lifetime ValueUse existing data from 0-12 month buyer segmentsQtyMldOrds RR% Demand $AvgOrdCogs/VarFulf(50%)MrktCost($.55)Net Cont$PPM25,000 2,500 10.0% $187,500 $75 $93,750 $13,750 $80,000 $3.20
  21. 21. Measuring Performance – BalanceBetween CPNC and PPMo Cost Per New Customer = $27.50o Profit Per Piece Mailed = $3.20o Payback on new customer acquisitioncost in 8-9 mailings
  22. 22. REACHING ANDENGAGING YOURAUDIENCETim Ridgway
  23. 23. B2B• How to reach your audience?• Increasing number ofcompeting channels• Print vs digital?• Consider an alternate filter ofcomplementary channels
  24. 24. Califone Catalog Distribution• Push & Pull• Print run includesB2B catalogs withcustom front andrear covers
  25. 25. Competition to Catalog• Paper is no longerthe sole source ofinformation• Online informationcontinues to grow• Is digital’s growthsustainable?
  26. 26. Growth of Digital• Drop in traditional PCs• Rise in mobile devices• Today, half of total USpop. uses a mobile device• Mobile media users in USgrew 19% to 116 millionover PY
  27. 27. Mobile
  28. 28. Social MediaWhat’s missing?bit.ly/ZxogK9
  29. 29. Expand Your 2-DimensionalCatalogHow ? QR Codes!• What are they?• How are they used?A QR code can link toa website, a phonenumber, video, a blogor a podcastKaywaMicrosoft
  30. 30. QR Codesbit.ly/jn0vsY
  31. 31. Expand Your 2-DimensionalCatalogbit.ly/17JEsM1
  32. 32. Expand Your 2-DimensionalCatalog• 51 QR codes used in the2013 Califone catalog• 1stQR Code Contest atInfocomm , 2011. Readmore by clicking tobit.ly/lX1L49
  33. 33. Expand Your 2-DimensionalCatalog• Post your catalog online• Use of catalog for online SEO benefits (theprocess of improving the quantity or volume oftraffic to a website from search engines fromnatural or unpaid (“Organic”) search results• http://www.califone.com/catalog/catalog2013.phpcan post with ads or without , fasterdownload than a PDF – easier to access
  34. 34. Expand Your 2-DimensionalCataloghttp://www.califone.com/download_center.phpbit.ly/13wcLqg
  35. 35. How do Users find Websites• Directly by knowing your audience• Links• Organic searches• 85% of all Internet traffic is referred to bysearch engines• 90% of all users don’t look past the first 30results (most only view the top 10)
  36. 36. How do they find your site?Learn whyGoogle’s algorithmis so importantbit.ly/Zilw4S
  37. 37. Keywords• Approximately 15% of algorithm• Content must be in HTML text format• Images and other non-text content is virtuallyinvisible to search engines• Learn more about the changeshttp://mz.cm/KYkW0I
  38. 38. Wrap Up• Print and digital work together. Readbit.ly/15mhRpu for more info• With increased mobile uses, opportunity tointegrate catalog is huge• Mix with other marketing components• Use of readily accessed information in catalogto quickly take a reader to another source formore information by using bit.ly or QR codes
  39. 39. Conclusion• Califone is bullish on catalog mailing• Currently sending 10x more than in 2003• Single largest annual budget item• To optimize today’s catalogs we mustincorporate other modalities in our tool belt
  40. 40. Questions?Send them Using the QuestionsPanel

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