This document summarizes a webinar on direct marketing on a shoestring budget. The webinar covered various low-cost direct marketing options including direct mail, email, digital and print advertising, affiliate marketing, and content marketing. It provided tips for each channel such as using targeted lists, writing compelling subject lines, and designing case studies and whitepapers. The webinar emphasized starting with a direct marketing plan, testing options, and leveraging content through social media.

1. Brunch & Learn:
Direct Marketing on a Shoestring Budget
March 19, 2014
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3. Today’s Speaker
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
#DMIQWebinar
Moderator
Thorin McGee
Editor-in-Chief
Target Marketing

4. Brunch & Learn
March 19, 2014
DM on a Shoestring Budget

6. 1. Direct Marketing options
2. Prioritization: How to get the biggest
bang for your buck
3. How to leverage marketing content
Today’s Agenda

7. Direct Marketing Options: Direct Mail

8. Tactic Challenge
List Highly targeted; purchased
from a reliable source
Direct Marketing Options: Direct Mail

9. Tactic Challenge
List Highly targeted; purchased
from a reliable source
Format Postcard, self-mailer, envelope
package. Size/color/
Direct Marketing Options: Direct Mail

15. 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

16. 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

17. 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

18. Direct Marketing Options: eMail

19. Tactic Challenge
List Highly targeted; purchased
from a reliable source
Direct Marketing Options: eMail

20. Tactic Challenge
Subject Line No more than 40 characters
with spaces
Direct Marketing Options: eMail

21. 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

22. 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

23. 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

24. Tactic Challenge
Subject Line No more than 40 characters
with spaces
Trigger Words for SPAM:
• Free
• Symbols
Direct Marketing Options: eMail

25. Tactic Challenge
Subject Line No more than 40 characters
with spaces
Design for Preview Panel Images don’t download
automatically.
Direct Marketing Options: eMail

26. Direct Marketing Options: eMail

27. Direct Marketing Options: eMail

28. Direct Marketing Options: eMail

29. Direct Marketing Options: eMail

30. Direct Marketing Options: eMail

31. Direct Marketing Options: eMail

32. Direct Marketing Options: eMail

33. Purchase
remnant ad
space in print
Direct Marketing Options: DR Print

34. Direct Marketing Options: Affiliate Mktg

35. Direct Marketing Options: Affiliate Mktg

36. Direct Marketing Options: Affiliate Mktg

37. Direct Marketing Options: Affiliate Mktg

38. Content Marketing

39. 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.

40. Some Examples of “Content”
Whitepapers
E-Books
Slide
Share
Infographics
Case
Studies
Research
Reports
Speeches
Podcasts
Videos
Webcasts
Blogs
Articles

41. If you deliver consistent, ongoing,
valuable information to potential buyers,
you will be rewarded with their business and loyalty.
The Belief:

42. 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”

43. Typical White Paper Topics
• Introductory information about a new technology
• How-to or Best Practices
• POV on Industry changes
• Lessons learned
• Analysis from research

44. Designing White Papers

52. 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

53. Designing Case Studies

61. • 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

62. • 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

63. Thank you!
Carolyn Goodman
President/Creative Director
Goodman Marketing Partners
E: carolyn@goodmanmarketing.com
P: 415.507.9060 x222
www.goodmanmarketing.com

64. Question & Answer Session
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