Trends & ideasfor successin directmarketing        Michael Leander             • michael@michaelleander.me             •@m...
Co-creation workshop
Inclusion – conversation
In closing• Remember there are two kinds of people
Thin        Which       problem       are you       solving?
@michaelleander                          #passwordfacebook.com/michaelleandernielsen                        Pinterest.com/...
Facebook.com/    michaelleandernielsenBest question wins     this book
Get 19 direct marketing case studies.email michael@michaelleander.me
How would you describe direct marketing?I. A marketing activity direct to a potential   buyer?II. A marketing activity tha...
Whom is it cheaper to sell to? New customers        Existing customers
Existing customers generate ”cheaper”revenue and recommend new customers                               Recommendation     ...
Which is cheaper to use forattracting a sale?                      Email                      market                      ...
Media channel effectiveness, simplified DIRECT &          Cost per    Cost per     Convert to   Actions   Cost per OUTBOUN...
Integrating messages crosschannel                                     Response                                  increases,...
Remember ! Your jobis about prioritizing                    -   What is your objective?                    -   How soon?  ...
Email not so deadafter all...(tell your friends &colleagues)
Invest 1 US$ get 52, 43, 40, 39 US$ back Email marketing still the best performing instrument – delivering nearly twice as...
25%
Advertising in social media
Use advertising on social networks topractice your A/B split testing skills
Fact 1: Direct mail is still highly efficientand plays on senses that digital cannotFact 2: Email marketing is growing, bu...
… and other new opportunities tointeract and get a response fromyour audience using QR codes (or              not)
Me too, me too, me too,me too, me too, me too !
Break down the terriblyinefficient silo thinking
Direct marketing ismultichannel multiply ROMI by 5, 10, 25
Which reads the most words prminute – the eye or the ear? 2.500 words per minute   125 words per minute
We are in thepicture economy
See pictures from event herehttp://www.facebook.com/michaelleandernielsen
WHAT DOESTHE PICTUREECONOMYMEAN FOROUR DIRECTMARKETINGACTIVITIES?
Meet Good ‘ol AIDAA = Attention (Awareness)I = InterestD = DesireA = Action
Attention  Spend: € 22                                              InterestRevenue: € 4.950                              ...
Twitter test of wording
Which Tweet was most effective?     Is marketing your game? Come join us on the FacebookA                  page for learni...
What others saidSee the survev blog post here
Which Tweet was most effective?          Is marketing your game? Come join us on the 0,45%        Facebook page for learni...
Axe girl wake me up• Sign-up via  qualification• IVR• Different Axe girl  calls every dayThink: Solves a real problem in a...
Get                                    Get your 19 direct mail case                                    studies in mid Janu...
Allocation of focus in any direct marketingactivity – here specific to DIRECT marketing     Message/offer        Target gr...
So how do we    continuouslyacquire knowledgeabout our prospects  and customers?
Significant changes inthe age of discoveryTransparency & trustRelevancyCustomer intimacyMultichannel mixImmediacy
In your market, which percentage ofprospects are buying now?                          3% are buying now                   ...
The average time spent on a taskbefore being distracted or switching         to another is only    3 minutes 11 seconds.
Your target  prospect is  exposed to6000 advertisingmessages every   single day
In Estonia too brands are competing fiercelyfor the attention of consumers
Consumers are becoming moreand more cautiousTrust is critical             Remember your trust emblems             (positiv...
Short attention span, loads of intrusion- how do you cut through the clutter?                               Do I know you?...
How to get into the Mind Box?  Uniquepassionate emotional authentic  focusedinteractivemeaningful     …
Key problems fordirect marketers across the board One size fits all   Irrelevant content   Inconsistency And wrong choice ...
Key trends changing buying behavior
Your web presence will become the front and centerof your direct marketing activities
Thanks to Eesti Post for being suchgood “sports” when we did the 8 second test                  Talk to Eesti Post about  ...
What your customers expect
What your customers experience
Direct marketing campaign            fromutility company in Denmark
What makes the top 2% somuch better than the rest?First a question – and thenlet’s have a look...
SEXY? NON SEXY?
SEXY? NON SEXY?
Get busy checking the motor• Focus on your target groupand its need• Work actively with your content• Align your sales pro...
Significant changes in buying behavior                                No sex on                                 the first ...
Worth remembering• OTS (Opportunity to See) is important• Remember your sales funnel conversion tactics
Map the customer journey
Managing consumer buying processes
Aligning sales and marketing
Really new ways: Will this influence?http://archive.perhansson.com/nokia/greatpockets/
Which page generated most registrations?  275 conversions        110 conversions  Landing page #1           Landing page #2
Innovate and disrupt
The journey starts off site –make it effectiveBanner
The same goes for the copy in your social media messagesAbout EADIM in London here http://www.eadim.com/eadim2011/?ap_id=l...
Pharma marketing article is here http://ht.ly/1f3IoZ
The direct marketing planning process
Get pictures        & more     concrete what     –to-do advise        at free        webinar    Get your invitationmichael...
A          B                C CTR: 26,22%   CTR: 5%        CTR: 10,32Which one performed best in terms of CTR?A, B or C?
The direct marketing funnel                    • Where do respondents come from?                    • Identify source + co...
Better profiling gets 50-70% of   your recipients into the       conversion zone
If we can’t consolidate email intelligence, howare we going to deal with ”new” channels?
Build your profiles and get datafor segmentation  Data input          Email                                     Transactio...
How do you build profiles, and whydo it progressively?
My B2B profile                               First + last Name                                                            ...
Understand thy list !• Measure health of your list regularly• Act on your findings – it is important Measure        Period...
Tighetening the data integration is anongoing process, but focus is needed
 What is a lead?         What level of           qualification? Where in the funnel do          new leads go?  What is...
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
Direct marketing workshop Wazzap in Tallinn, Estonia
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Direct marketing workshop Wazzap in Tallinn, Estonia

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Michael Leander's presentation from the Wazzup mini direct marketing workshop in Tallinn, Estonia.

http://www.michaelleander.me

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Direct marketing workshop Wazzap in Tallinn, Estonia

  1. 1. Trends & ideasfor successin directmarketing Michael Leander • michael@michaelleander.me •@michaelleander < Twitter •Facebook/Linkedin “Michael Leander”
  2. 2. Co-creation workshop
  3. 3. Inclusion – conversation
  4. 4. In closing• Remember there are two kinds of people
  5. 5. Thin Which problem are you solving?
  6. 6. @michaelleander #passwordfacebook.com/michaelleandernielsen Pinterest.com/michaelleander
  7. 7. Facebook.com/ michaelleandernielsenBest question wins this book
  8. 8. Get 19 direct marketing case studies.email michael@michaelleander.me
  9. 9. How would you describe direct marketing?I. A marketing activity direct to a potential buyer?II. A marketing activity that requires a response?
  10. 10. Whom is it cheaper to sell to? New customers Existing customers
  11. 11. Existing customers generate ”cheaper”revenue and recommend new customers Recommendation Reviews og endorsements WOM & 1-on-1 sharing
  12. 12. Which is cheaper to use forattracting a sale? Email market ing Direct mail Social media
  13. 13. Media channel effectiveness, simplified DIRECT & Cost per Cost per Convert to Actions Cost per OUTBOUND contact thousand action (sale) action Canvas call by 1.400,- 1.400.000,- 20% 200 8.325,- account manager Telemarketing 100,- 100.000,- 5% 50 2.000,- Direct mail 50,- 50.000,- 2% 20 2.500,- E-mail 10,- 10.000,- 0,75% 7,5 1.333,- SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-• Test to find your optimal mix• Decide: sender control or recipient control• Combinations are often most effective in terms of ROMI
  14. 14. Integrating messages crosschannel Response increases, 100% for direct mail piece.Teaser e-mail. No online Direct Mail response Combined response from e-mail and direct mail is 125% better than no e-mail. Pre-mail, withonline response Direct Mail
  15. 15. Remember ! Your jobis about prioritizing - What is your objective? - How soon? - What can be done? - What is required to do that? - How can this instrument help me? - Are there better ways to accomplish my objective? 17
  16. 16. Email not so deadafter all...(tell your friends &colleagues)
  17. 17. Invest 1 US$ get 52, 43, 40, 39 US$ back Email marketing still the best performing instrument – delivering nearly twice as much as second place (SEM) in terms of ROMI
  18. 18. 25%
  19. 19. Advertising in social media
  20. 20. Use advertising on social networks topractice your A/B split testing skills
  21. 21. Fact 1: Direct mail is still highly efficientand plays on senses that digital cannotFact 2: Email marketing is growing, butbecoming increasingly difficult to handleFact 3: Gaining traction in social media isnot what most people think it would be
  22. 22. … and other new opportunities tointeract and get a response fromyour audience using QR codes (or not)
  23. 23. Me too, me too, me too,me too, me too, me too !
  24. 24. Break down the terriblyinefficient silo thinking
  25. 25. Direct marketing ismultichannel multiply ROMI by 5, 10, 25
  26. 26. Which reads the most words prminute – the eye or the ear? 2.500 words per minute 125 words per minute
  27. 27. We are in thepicture economy
  28. 28. See pictures from event herehttp://www.facebook.com/michaelleandernielsen
  29. 29. WHAT DOESTHE PICTUREECONOMYMEAN FOROUR DIRECTMARKETINGACTIVITIES?
  30. 30. Meet Good ‘ol AIDAA = Attention (Awareness)I = InterestD = DesireA = Action
  31. 31. Attention Spend: € 22 InterestRevenue: € 4.950 Desire www.linktext.com > learn more about this masterclass Action and see how attending can help you increase your email marketing ROI www.linktext.com
  32. 32. Twitter test of wording
  33. 33. Which Tweet was most effective? Is marketing your game? Come join us on the FacebookA page for learning & laughs Best Facebook post this week (most shared), go see itB hereC See what we are talking about over on Facebook todayhttps://www.questionpro.com/a/showReportTab.do?surveyID=3321214
  34. 34. What others saidSee the survev blog post here
  35. 35. Which Tweet was most effective? Is marketing your game? Come join us on the 0,45% Facebook page for learning & laughs Best Facebook post this week (most shared), go 0,37% see it here See what we are talking about over on 2,67% Facebook today
  36. 36. Axe girl wake me up• Sign-up via qualification• IVR• Different Axe girl calls every dayThink: Solves a real problem in a fun way(service) and generates continous awarenesss
  37. 37. Get Get your 19 direct mail case studies in mid January 2013Send your request to Michael@michaelleander.me to get the 19 direct mailcase studies including a fantastic case study from Mediapost Hitmail Bulgaria
  38. 38. Allocation of focus in any direct marketingactivity – here specific to DIRECT marketing Message/offer Target group 40% 40% 100% 20% Creative
  39. 39. So how do we continuouslyacquire knowledgeabout our prospects and customers?
  40. 40. Significant changes inthe age of discoveryTransparency & trustRelevancyCustomer intimacyMultichannel mixImmediacy
  41. 41. In your market, which percentage ofprospects are buying now? 3% are buying now 6-7% are open to the idea 30% are not thinking about it 30% don’t think they are interested 30% are sure they are not interested
  42. 42. The average time spent on a taskbefore being distracted or switching to another is only 3 minutes 11 seconds.
  43. 43. Your target prospect is exposed to6000 advertisingmessages every single day
  44. 44. In Estonia too brands are competing fiercelyfor the attention of consumers
  45. 45. Consumers are becoming moreand more cautiousTrust is critical Remember your trust emblems (positive associations, testimonials etc.)
  46. 46. Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust filter you?
  47. 47. How to get into the Mind Box? Uniquepassionate emotional authentic focusedinteractivemeaningful …
  48. 48. Key problems fordirect marketers across the board One size fits all Irrelevant content Inconsistency And wrong choice of channels
  49. 49. Key trends changing buying behavior
  50. 50. Your web presence will become the front and centerof your direct marketing activities
  51. 51. Thanks to Eesti Post for being suchgood “sports” when we did the 8 second test Talk to Eesti Post about your direct mail campaigns and testing
  52. 52. What your customers expect
  53. 53. What your customers experience
  54. 54. Direct marketing campaign fromutility company in Denmark
  55. 55. What makes the top 2% somuch better than the rest?First a question – and thenlet’s have a look...
  56. 56. SEXY? NON SEXY?
  57. 57. SEXY? NON SEXY?
  58. 58. Get busy checking the motor• Focus on your target groupand its need• Work actively with your content• Align your sales process with • Offer/message first, thenthe presumed/documented copy, then ”creative”buying process • Test, test, test – if possible• Experiment to learn and improve • Differentiate your• ROMI must be central messages• Use flowcharts. ALWAYS • Be creative to achieve results• Online/offline in combination – not to win fancy awards or the admiration of your peers and family Do not leave anything to chance
  59. 59. Significant changes in buying behavior No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime*OTS = Opportunity to see
  60. 60. Worth remembering• OTS (Opportunity to See) is important• Remember your sales funnel conversion tactics
  61. 61. Map the customer journey
  62. 62. Managing consumer buying processes
  63. 63. Aligning sales and marketing
  64. 64. Really new ways: Will this influence?http://archive.perhansson.com/nokia/greatpockets/
  65. 65. Which page generated most registrations? 275 conversions 110 conversions Landing page #1 Landing page #2
  66. 66. Innovate and disrupt
  67. 67. The journey starts off site –make it effectiveBanner
  68. 68. The same goes for the copy in your social media messagesAbout EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
  69. 69. Pharma marketing article is here http://ht.ly/1f3IoZ
  70. 70. The direct marketing planning process
  71. 71. Get pictures & more concrete what –to-do advise at free webinar Get your invitationmichael@michaelleander.me
  72. 72. A B C CTR: 26,22% CTR: 5% CTR: 10,32Which one performed best in terms of CTR?A, B or C?
  73. 73. The direct marketing funnel • Where do respondents come from? • Identify source + cost per Lead • Where is each prospect top, mid, end of funnel? • How are we going to educate, nurture? • What type of automation is required • How are we going to score prospects and customers? • What is the minimum requirement for differentiation? • Where does marketing start and stop, sales start and stop, retention start and stop.
  74. 74. Better profiling gets 50-70% of your recipients into the conversion zone
  75. 75. If we can’t consolidate email intelligence, howare we going to deal with ”new” channels?
  76. 76. Build your profiles and get datafor segmentation Data input Email Transactions from tracking (on/offline) customer behavior 70-90% accurate 50-90% reliable 99% trustworthy 94
  77. 77. How do you build profiles, and whydo it progressively?
  78. 78. My B2B profile First + last Name My B2Cprofile Email profile Position? Mobile # Influence? Male 39-45 yrs. Old Married (wife) Size of Kids (#, sex, company age) Budget for X Income (no) Annual use of Y Assets Bying process Property When, how CFO’s Lifestyle Soft data Preferences Preferential Status of X information Basic Demographics Basic A press photo conceptualized by Affluent demographics a German creative who spent too much neighbourhood time in Berlin…. ? (c) Michael Leander Nielsen, 2008 96
  79. 79. Understand thy list !• Measure health of your list regularly• Act on your findings – it is important Measure Period Number of % of list total Subscribers Never Open All time 48,000 16.0% Last 6 Months 168,000 56.0% Never Click All time 96,000 32.0% Last 6 Months 144,000 48.0% Never Bought All time 48,000 16.0% Last 6 Months 192,000 64.0% Never Bought All time 96,000 32.0% Online Last 6 Months 216,000 72.0%
  80. 80. Tighetening the data integration is anongoing process, but focus is needed
  81. 81.  What is a lead?  What level of qualification? Where in the funnel do new leads go?  What is the expected incubation time?  Will lead scoring add value to the dialogue?

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