Presentation that shows how the classic rules of marketing still apply in an era when marketing tactics are progressing at an ever-increasing pace. Great tool for startups and younger marketing professionals to use as they develop strategies.
9. 9
40/40/20
• 40% of the success of a campaign is due to the audience
• 40% is due to the offer
• 20% is due to the creative
• Developed by Ed Mayer in the 1960’s
Creative
, 20% List,
40%
Product/
Offer,
40%
@JayWeinberg
10. 10
40/40/20
• Why it’s still relevant
• You’re still market to people. Market to the right people and you
will have the best chance for success
• How well defined are they?
• Do you have permission?
• Can you locate them?
• Your products and offer is what people care about
• Groupon’s humor does not translate to success
• Spend your time and money accordingly
@JayWeinberg
13. 13
RFM
• Recency, Frequency, Monetary Value
• Recency: When was the last time they purchased?
• Frequency: How many times have they purchased?
• Monetary Value: How much money have they spent?
• Used to determine relative value of customers
R F M Total
104556 Jones, John 5 4 5 14
106225 Brown, William 5 4 4 13
103044 Martin, Howard 4 3 2 9
104788 Long, James 3 1 3 7
@JayWeinberg
14. 14
RFM
• Why it’s still relevant
• Customer value helps you optimize your marketing
• No matter what business you’re in, customers are NOT equal
• If you segmented your customers based on value, some type of RFM
would be the discriminating variables
• Spend your time and money on the people who matter
@JayWeinberg
16. 16
80/20
• Pareto Principle
• Applied to business, 80% of your revenue (and/or profits)
comes from 20% of your customers
• It may apply to your products as well
@JayWeinberg
17. 17
80/20
• Why it’s still relevant
• It still applies somewhere to almost every business
• Think about social media
• 80% of your outbound posts (blog, Facebook, Twitter) are read by 20%
of your audience
• 80% of your inbound communications (replied, posts) are from 20% of
your audience
• Think about email marketing
• 80% of opens come from 20% of audience
• 80% of clicks come from 20% of opens
• Use it to continuously improve your marketing efforts
• Identify your top 20% and learn as much as you can about them
• Keep the top customers happy
• Identify customers in the bottom 80% who have the best potential
@JayWeinberg
19. 19
AIDA
• Attention, Interest, Desire, Action
• Over 100 years old
• Tracks the steps needed to make marketing work
• Attention: Creative message that attracts attention of the target
market (example: AdWords)
• Interest: Engage prospect with benefits and solutions
• Desire: Convince prospect that your product is the solution
• Action: Make it easy to buy (example: sales funnel)
@JayWeinberg
20. 20
AIDA
• Why it’s still relevant
• UX has AIDA in its DNA
• Human behavior has not fundamentally changed
• The AIDA process can happen within seconds or months
• Know your customer and their needs
• Bonus! Great article on the application of AIDA to web
design and app design
• http://www.noupe.com/design/the-aida-marketing-model-in-web-
design.html
@JayWeinberg
22. 22
$ Off > % Off
• Dollars off beats percent off
• Direct mail rule since the 80’s
• If value is relatively equal, dollars off will prevail
• People still don’t like to think (and we’re still lousy at math)
@JayWeinberg
23. 23
$ Off > % Off
• Why it’s still relevant
• No matter the channel or tactic, people like simplicity
@JayWeinberg
27. 27
Thanks for listening!
Jay Weinberg 312-447-0414 x1
The JAY Group Skype: jayweinberg
444 N Wells St. Ste 304 jay@thejaygroup.com
Chicago, IL 60654 www.thejaygroup.com
@JayWeinberg