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Direct MarketingTrends, best practices & a sandbox of examples
Direct Marketing 2.0Trends, best practices & a sandbox of examples
"Many a small thing has been made large by theright kind of advertising."Mark Twain
Direct Marketing = SpamDirect Marketing = Credit Card offersDirect Marketing = Blind Spot
Direct Marketing = SpamDirect Marketing = Credit Card offersDirect Marketing = Blind Spot                                 ...
HOW?
People are the same.The environment has changed.
People are the same.The environment has changed.
Integrated                                            V/S                                 Independent   Integrate the Call...
Customized                                          V/S                          Personalized Just personalizing the DM us...
Build Relationships                                             V/S                 Broadcast  The parameter for success s...
Essentials of creating effective direct marketingcommunication
1. Affect the way people feel about your brand   Highlight the  objective and    the desired     emotional response in you...
2. The 3-second rule: Judge a book by its cover     You have to      intrigue the    recipient in 3   seconds. Only     th...
3. Creating a Direct Mail is about interaction architecture  Ask yourself, what kind of   interaction do you want    to in...
4. Design for a longer digital shelf life  • Inspire sharing  • Enable sharing (through QR codes,  photo-tagging on Facebo...
5. Map segments and patterns in your database Play with the information in the database to build micro-stories that inspir...
Created by Mansi Trivedi@media_reveries
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Direct marketing 2.0

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Direct marketing 2.0

  1. 1. Direct MarketingTrends, best practices & a sandbox of examples
  2. 2. Direct Marketing 2.0Trends, best practices & a sandbox of examples
  3. 3. "Many a small thing has been made large by theright kind of advertising."Mark Twain
  4. 4. Direct Marketing = SpamDirect Marketing = Credit Card offersDirect Marketing = Blind Spot
  5. 5. Direct Marketing = SpamDirect Marketing = Credit Card offersDirect Marketing = Blind Spot Direct Marketing = Advertising handshake Direct Marketing = Personal delivery of your story Direct Marketing = Dynamic & long-term
  6. 6. HOW?
  7. 7. People are the same.The environment has changed.
  8. 8. People are the same.The environment has changed.
  9. 9. Integrated V/S Independent Integrate the Call-to-action or lead through towards the digital campaign that drives long-term dialogue rather than following a sender -> recipient processBox to CIOs and COOs. A welcoming hand The hand was printed The receiver was forwarded to a specialThe copy says, ”What under the lid. with a heat web page, featuring all of IBM‟s intellectualmakes you special?” The copy says, “To get sensitive color. capital. Every report, every pod cast, every a head start, After touching it, business strategy was pre-selected, based place your hand here”. a unique web address on the receiver‟s line of business. Everything appeared. a new client needs to start thinking innovation – together with IBM.
  10. 10. Customized V/S Personalized Just personalizing the DM using the recipient‟s name is no longer enough to ensure effective opens. Customize your information for core customers by integrating information already available (digital, database) in the communication.This is a customized enrollment package(direct mailer) sent out by Cheshire Academy,The enrollment package was customized foreach applicant and included 11 cards thathighlight particular aspects of the Cheshireexperience.All of the elements for this direct mailpiece had to function individually but cometogether to tell the total story of the school. Acustomized variable data card was positionedat the top of the stack, making theprospective student feel welcomed andknown immediately.
  11. 11. Build Relationships V/S Broadcast The parameter for success shouldn‟t be opens but should measure success based on the number ofshares on Facebook, number of enquiries (based on the Call to Action) and most importantly, does your brand have a relationship with this customer as a result of the DM? Every year Stella Artois organizes the World Draught Masters: A worldwide championship to reward the person who taps the perfect Stella Artois. They went out on the streets with a mobile bar and tap to let people have a go. They couldnt, however, afford to have people spill our reassuringly expensive beer. Since tapping the perfect Stella Artois consists of 9 specific steps, practice is required. Things like cleaning the glass, holding it at a 45° angle, avoiding the last drip of beer coming out of the tap, make this quite a challenge. They saw that all those 9 steps could actually be demonstrated using the Wii controls. One controller acts as a glass, the other as the tap and later, the knife to take out the excess foam. They recorded the tapping process with multiple „error‟ levels such as holding your glass to straight would result in a beer with too much foam. Their mobile bars they fitted with flat screens, a computer and a set of Wii controls.
  12. 12. Essentials of creating effective direct marketingcommunication
  13. 13. 1. Affect the way people feel about your brand Highlight the objective and the desired emotional response in your brief.
  14. 14. 2. The 3-second rule: Judge a book by its cover You have to intrigue the recipient in 3 seconds. Only then will the recipient open your Direct Mail.
  15. 15. 3. Creating a Direct Mail is about interaction architecture Ask yourself, what kind of interaction do you want to inspire with the DM? • Play • Solve • Witness • Master • Create
  16. 16. 4. Design for a longer digital shelf life • Inspire sharing • Enable sharing (through QR codes, photo-tagging on Facebook etc.) • Follow-up in the digital space
  17. 17. 5. Map segments and patterns in your database Play with the information in the database to build micro-stories that inspire the next piece of direct mail
  18. 18. Created by Mansi Trivedi@media_reveries

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