Back to Basics: Effective Direct Mail on a Small Scale <ul><li>Kristin Sine-Kinz ; Direct Marketing Services </li></ul><ul...
Session Objectives <ul><ul><li>Define  small scale </li></ul></ul><ul><li>Small scale  perspective on: </li></ul><ul><ul><...
What does  small scale  mean? <ul><li>Small mailing quantities — maybe 50K or less </li></ul><ul><li>Budget does not allow...
Where to start <ul><li>Clearly define your audience </li></ul><ul><li>What differentiates your product from the others </l...
Where to start <ul><li>Audience questions </li></ul><ul><li>Helpful past experience </li></ul><ul><ul><li>Integration with...
Building a Campaign:  List – 40% <ul><li>Efforts will fail if you don’t target the best prospects </li></ul><ul><li>House ...
Response List vs. Compiled List Benefit Response Lists Compiled Lists RESPONSIVENESS Usually out-pulls compiled UNIVERSE  ...
Building a Campaign:  List – 40% <ul><li>The  small scale  perspective: </li></ul><ul><li>Minimum quantity requirements — ...
Building a Campaign:  Offer – 30% <ul><li>In order to catch the fish, you must dangle the right kind of bait </li></ul><ul...
Building a Campaign:  Creative – copy 15%, layout 15% <ul><li>Formats: </li></ul><ul><li>Options are endless </li></ul><ul...
Fulfillment <ul><li>With all the details that go into planning a campaign, it’s easy to forget about fulfillment. This is ...
Small Scale  Fulfillment Considerations <ul><li>Bandwidth </li></ul><ul><ul><li>Might actually be more cost effective to h...
Tracking <ul><li>It’s all about applying what you learn; you will want to consider the following for maximum results: </li...
Case Study: 2005–2007 Transportation Vertical Direct Mail Campaign Honeywell Imaging and Mobility  formerly Hand Held Prod...
Marketplace Challenge <ul><li>Honeywell Imaging and Mobility distributes its image-based data collection solutions worldwi...
Objectives <ul><li>Collect valuable purchase/needs/sales qualification information from prospects. </li></ul><ul><li>Build...
Honeywell Frequency Strategy <ul><li>If you mail them more, they will buy more </li></ul><ul><ul><li>Add 40-50% of a maili...
Honeywell List Strategy <ul><li>Don’t put all your eggs in one basket; diversify. </li></ul><ul><li>Mix of rented lists an...
Honeywell Offer Strategy <ul><li>Sell the offer, not the product. </li></ul><ul><li>Unqualified Offers </li></ul><ul><ul><...
Honeywell Creative Strategy <ul><li>Self Mailers </li></ul><ul><ul><ul><li>Branded family look/feel </li></ul></ul></ul><u...
 
Campaign Results <ul><li>~1,700 leads </li></ul><ul><li>~230 opportunities </li></ul><ul><li>~$23,000,000 in potential rev...
Thank you. <ul><li>Any Questions? </li></ul><ul><li>Do not hesitate to call/email if I may be of assistance:  Kristin Sine...
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Back to Basics: Effective Direct Mail on a Small Scale

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Back to Basics: Effective Direct Mail on a Small Scale

  1. 1. Back to Basics: Effective Direct Mail on a Small Scale <ul><li>Kristin Sine-Kinz ; Direct Marketing Services </li></ul><ul><ul><li>Eric Mower and Associates </li></ul></ul><ul><li>Don Thompson ; Director, Americas Marketing </li></ul><ul><ul><li>Honeywell Imaging and Mobility </li></ul></ul><ul><ul><li>formerly Hand Held Products </li></ul></ul>
  2. 2. Session Objectives <ul><ul><li>Define small scale </li></ul></ul><ul><li>Small scale perspective on: </li></ul><ul><ul><li>Where to start </li></ul></ul><ul><ul><li>Building a Campaign: List, Offer & Creative </li></ul></ul><ul><ul><li>Fulfillment </li></ul></ul><ul><ul><li>Tracking </li></ul></ul><ul><li>Case study presentation </li></ul><ul><ul><li>Strategies that exemplify success on a small scale </li></ul></ul><ul><li>Q & A </li></ul>
  3. 3. What does small scale mean? <ul><li>Small mailing quantities — maybe 50K or less </li></ul><ul><li>Budget does not allow for high-end creative </li></ul><ul><li>Can’t rely on the same testing principals as large scale campaigns </li></ul><ul><ul><li>Test one variable at a time </li></ul></ul><ul><ul><li>Let the tried-and-true methods lead the way </li></ul></ul>
  4. 4. Where to start <ul><li>Clearly define your audience </li></ul><ul><li>What differentiates your product from the others </li></ul><ul><li>Campaign goals: </li></ul><ul><ul><li>Lead generation vs. Immediate sales vs. Awareness </li></ul></ul><ul><ul><li>Database building </li></ul></ul><ul><ul><li>Growing market share </li></ul></ul><ul><ul><li>Measures of success </li></ul></ul>
  5. 5. Where to start <ul><li>Audience questions </li></ul><ul><li>Helpful past experience </li></ul><ul><ul><li>Integration with other tactics </li></ul></ul><ul><li>Commitment </li></ul><ul><ul><li>1 mailing does not equal a campaign </li></ul></ul>
  6. 6. Building a Campaign: List – 40% <ul><li>Efforts will fail if you don’t target the best prospects </li></ul><ul><li>House list or customer database </li></ul><ul><li>List rental – 98% mailable </li></ul><ul><ul><ul><li>Direct Response Lists </li></ul></ul></ul><ul><ul><ul><li>Compiled Lists </li></ul></ul></ul><ul><ul><ul><li>Controlled Circulation Lists </li></ul></ul></ul>
  7. 7. Response List vs. Compiled List Benefit Response Lists Compiled Lists RESPONSIVENESS Usually out-pulls compiled UNIVERSE Generally delivers more name volume. SELECTIVITY Good psychographic selections about individuals, lifestyle & purchase patterns. Good demographic selections. COST Can be less expensive to rent. UNLIMITED USE Rented for a specific purpose. Negotiable VOLUME DISCOUNT Negotiable Negotiable
  8. 8. Building a Campaign: List – 40% <ul><li>The small scale perspective: </li></ul><ul><li>Minimum quantity requirements — usually 5,000 </li></ul><ul><li>Usage — plan ahead when it makes sense; i.e. rent for 12 months unlimited use </li></ul><ul><li>Leverage value-add lists </li></ul><ul><li>Email lists </li></ul><ul><ul><li>More costly to rent </li></ul></ul><ul><ul><li>Vendor will not send you the list </li></ul></ul>
  9. 9. Building a Campaign: Offer – 30% <ul><li>In order to catch the fish, you must dangle the right kind of bait </li></ul><ul><li>Qualified vs. Unqualified Offers </li></ul><ul><ul><li>Must fit with your campaign goals </li></ul></ul><ul><li>Impossible to predict which offer will generate the best response rate for a given product or service </li></ul><ul><ul><li>Test, test, test </li></ul></ul>
  10. 10. Building a Campaign: Creative – copy 15%, layout 15% <ul><li>Formats: </li></ul><ul><li>Options are endless </li></ul><ul><ul><li>What format generates the most cost-effective response rates? </li></ul></ul><ul><ul><li>Impossible to predict with 100% confidence </li></ul></ul><ul><li>To evaluate direct mail creative you should focus on </li></ul><ul><ul><ul><ul><li>How many responses did it generate? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Were the responses qualified enough? </li></ul></ul></ul></ul>
  11. 11. Fulfillment <ul><li>With all the details that go into planning a campaign, it’s easy to forget about fulfillment. This is a very important brand interaction for your prospects and/or customers. </li></ul><ul><li>System to collect responses — online, call center, PO Box </li></ul><ul><li>Team designated for responder follow-up — sales, call center </li></ul><ul><li>Fulfillment packages — distribution of company collateral and white paper(s) </li></ul>
  12. 12. Small Scale Fulfillment Considerations <ul><li>Bandwidth </li></ul><ul><ul><li>Might actually be more cost effective to hire a fulfillment house vs. assigning internal resources </li></ul></ul><ul><li>Leftover printed stock </li></ul><ul><ul><li>Print on demand </li></ul></ul><ul><ul><li>Distribute electronically </li></ul></ul><ul><li>Need to create materials for distribution </li></ul><ul><ul><li>Be creative; what can I repurpose? What can I create that will have multiple uses? </li></ul></ul>
  13. 13. Tracking <ul><li>It’s all about applying what you learn; you will want to consider the following for maximum results: </li></ul><ul><li>System of measuring campaign against measures-of-success that were developed up front: </li></ul><ul><ul><li>Doesn’t need to be a sophisticated online system </li></ul></ul><ul><ul><li>A simple spreadsheet can do the trick </li></ul></ul><ul><li>Time built-in to react </li></ul><ul><li>A place to house data that’s collected </li></ul>
  14. 14. Case Study: 2005–2007 Transportation Vertical Direct Mail Campaign Honeywell Imaging and Mobility formerly Hand Held Products
  15. 15. Marketplace Challenge <ul><li>Honeywell Imaging and Mobility distributes its image-based data collection solutions worldwide. </li></ul><ul><li>With a small market share in the transportation industry, the manufacturer faced the challenge of: </li></ul><ul><li>Low brand recognition. </li></ul><ul><li>Need for more information about the marketplace and customer demands. </li></ul><ul><li>Need for better understanding of how to position its products as solutions rather than commodities. </li></ul>
  16. 16. Objectives <ul><li>Collect valuable purchase/needs/sales qualification information from prospects. </li></ul><ul><li>Build a database. </li></ul><ul><li>Lay the groundwork for future campaigns. </li></ul><ul><li>Create opportunities. </li></ul><ul><li>Sell product. </li></ul>
  17. 17. Honeywell Frequency Strategy <ul><li>If you mail them more, they will buy more </li></ul><ul><ul><li>Add 40-50% of a mailing's response by a follow-up to the same list within a month; i.e. telemarketing, multiple mailing waves. </li></ul></ul><ul><li>4X frequency per year; conducive to: </li></ul><ul><ul><li>Establishing the brand. </li></ul></ul><ul><ul><li>Positioning as knowledgeable leaders in the transportation industry. </li></ul></ul><ul><ul><li>Frequent communications with prospects/customers can motivate them to consider you more often. </li></ul></ul>
  18. 18. Honeywell List Strategy <ul><li>Don’t put all your eggs in one basket; diversify. </li></ul><ul><li>Mix of rented lists and in-house database </li></ul><ul><ul><li>Looking for synergies with advertising; boosts frequency and supports response. </li></ul></ul><ul><ul><li>List response analysis after each mail drop to aid in future list selection. </li></ul></ul><ul><ul><li>Responders from rented lists are added to the in-house database for future marketing. </li></ul></ul>
  19. 19. Honeywell Offer Strategy <ul><li>Sell the offer, not the product. </li></ul><ul><li>Unqualified Offers </li></ul><ul><ul><li>Premiums paired with relevant white papers </li></ul></ul><ul><ul><li>Why? Fill the funnel & build the database </li></ul></ul><ul><li>Offer presentation </li></ul><ul><ul><li>Half price vs. Buy one — get one FREE </li></ul></ul><ul><ul><li>Colored offer box </li></ul></ul><ul><ul><li>Image of offer item </li></ul></ul><ul><ul><li>Attainability </li></ul></ul><ul><ul><li>Urgency — Limited time offers work. Use a specific date. </li></ul></ul>
  20. 20. Honeywell Creative Strategy <ul><li>Self Mailers </li></ul><ul><ul><ul><li>Branded family look/feel </li></ul></ul></ul><ul><ul><ul><li>Developed “control creative” by testing tried-and-true methods </li></ul></ul></ul><ul><li>Mail package HOT Spots </li></ul><ul><ul><ul><li>Return address area, Addressing area, “Teaser” mail panel </li></ul></ul></ul><ul><li>Repeat your message... repeat your message </li></ul><ul><li>Incorporate multiple response options </li></ul><ul><li>The &quot;yes/no&quot; response technique </li></ul><ul><ul><ul><li>If you give a prospect the option to say no, they are more likely to say yes </li></ul></ul></ul>
  21. 22. Campaign Results <ul><li>~1,700 leads </li></ul><ul><li>~230 opportunities </li></ul><ul><li>~$23,000,000 in potential revenue </li></ul>
  22. 23. Thank you. <ul><li>Any Questions? </li></ul><ul><li>Do not hesitate to call/email if I may be of assistance: Kristin Sine-Kinz, Eric Mower and Associates, 585.389.1817(p) or [email_address] </li></ul>

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