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Brunch and Learn - Direct Marketing on a Shoestring Budget

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Brunch and Learn - Direct Marketing on a Shoestring Budget

  1. 1. Brunch & Learn: Direct Marketing on a Shoestring Budget March 19, 2014 A special thank you to: Thank you for joining us – we will be starting at 12:30 PM ET/9:30 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #DMIQWebinar
  2. 2. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #DMIQWebinar
  3. 3. Today’s Speaker Carolyn Goodman President/Creative Director Goodman Marketing Partners #DMIQWebinar Moderator Thorin McGee Editor-in-Chief Target Marketing
  4. 4. Brunch & Learn March 19, 2014 DM on a Shoestring Budget
  5. 5. 1. Direct Marketing options 2. Prioritization: How to get the biggest bang for your buck 3. How to leverage marketing content Today’s Agenda
  6. 6. Direct Marketing Options: Direct Mail
  7. 7. Tactic Challenge List Highly targeted; purchased from a reliable source Direct Marketing Options: Direct Mail
  8. 8. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Direct Marketing Options: Direct Mail
  9. 9. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Direct Marketing Options: Direct Mail
  10. 10. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Postage 1st vs. Standard Class; stamp / meter / indicia Direct Marketing Options: Direct Mail
  11. 11. Tactic Challenge List Highly targeted; purchased from a reliable source Format Postcard, self-mailer, envelope package. Size/color/ Offer Add a “deal” above and beyond what you’re offering to the masses. Include an offer expiration date. Postage 1st vs. Standard Class; stamp / meter / indicia Suppression Don’t talk to your customers the same way you talk to your prospects. Direct Marketing Options: Direct Mail
  12. 12. Direct Marketing Options: eMail
  13. 13. Tactic Challenge List Highly targeted; purchased from a reliable source Direct Marketing Options: eMail
  14. 14. Tactic Challenge Subject Line No more than 40 characters with spaces Direct Marketing Options: eMail
  15. 15. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 34 characters with spaces Direct Marketing Options: eMail
  16. 16. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 29 characters with spaces Direct Marketing Options: eMail
  17. 17. Tactic Challenge Subject Line No more than 40 characters with spaces Strong Subject Line: How You Can Pay Less Tax This Year 24 characters with spaces Direct Marketing Options: eMail
  18. 18. Tactic Challenge Subject Line No more than 40 characters with spaces Trigger Words for SPAM: • Free • Symbols Direct Marketing Options: eMail
  19. 19. Tactic Challenge Subject Line No more than 40 characters with spaces Design for Preview Panel Images don’t download automatically. Direct Marketing Options: eMail
  20. 20. Direct Marketing Options: eMail
  21. 21. Direct Marketing Options: eMail
  22. 22. Direct Marketing Options: eMail
  23. 23. Direct Marketing Options: eMail
  24. 24. Direct Marketing Options: eMail
  25. 25. Direct Marketing Options: eMail
  26. 26. Direct Marketing Options: eMail
  27. 27. Purchase remnant ad space in print Direct Marketing Options: DR Print
  28. 28. Direct Marketing Options: Affiliate Mktg
  29. 29. Direct Marketing Options: Affiliate Mktg
  30. 30. Direct Marketing Options: Affiliate Mktg
  31. 31. Direct Marketing Options: Affiliate Mktg
  32. 32. Content Marketing
  33. 33. What is Content Marketing? The creation and distribution of original content that has perceived value in order to positively position your brand in the minds of your prospects and customers.
  34. 34. Some Examples of “Content” Whitepapers E-Books Slide Share Infographics Case Studies Research Reports Speeches Podcasts Videos Webcasts Blogs Articles
  35. 35. If you deliver consistent, ongoing, valuable information to potential buyers, you will be rewarded with their business and loyalty. The Belief:
  36. 36. RESEARCH • Can be complex • Often difficult to read/interpret WHITE PAPER • Simplifies research findings • States benefits backed by facts CASE STUDY • Proprietary to your company/product • Demonstrates “proof of concept”
  37. 37. Typical White Paper Topics • Introductory information about a new technology • How-to or Best Practices • POV on Industry changes • Lessons learned • Analysis from research
  38. 38. Designing White Papers
  39. 39. Typical Case Studies • Establishes a problem, lays out the solution and highlights the results • Includes a quote from a named source • Provides an executive summary
  40. 40. Designing Case Studies
  41. 41. • Post to your website • Link to it via an update on LinkedIn • Tweet about a topic with a link to whitepaper, research or video • Post to company FB page • If you’ve done something that has a strong visual component • Post to Instagram, Pinterest • Extract and expand on one of your whitepaper topics as a blog • Use it as part of your “leave behind” or “follow up” package • Gives you another reason to contact a prospect • Share it with industry trade pubs • Pitch the topic as a speaker at a conference Marketing Content
  42. 42. • Start with a direct marketing plan • Who do you want to reach, what do you want to say (start with a benefit message!), and what’s the offer • Determine the smartest way to reach your target • Direct mail, email, DR print, affinity marketing, content marketing • Create your communications • Put $$ aside for some professional help to start • Leverage local college students • Distribute your content via social media channels • TEST, measure and learn Summary
  43. 43. Thank you! Carolyn Goodman President/Creative Director Goodman Marketing Partners E: carolyn@goodmanmarketing.com P: 415.507.9060 x222 www.goodmanmarketing.com
  44. 44. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. Enjoying this webinar? There’s so much more where this came from! Click the publication widget below to sign up for a FREE subscription to the Who’s Mailing What! Report #DMIQWebinar
  45. 45. Thank You #DMIQWebinar Thank you for taking the time to attend our Webinar today. For additional information about our Webinar series, check out the following Website: www.directmarketingiq.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!)

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