This document provides an analysis of a direct mail campaign by Netflix to acquire new customers. It discusses the target market selection, list acquisition, offer design, envelope design, letter design, and buckslip design. Some key elements include selecting a lifestyle data list to match the target market, a "free trial" offer to experience the service, and personalized letter copy translating Netflix attributes to customer benefits. However, the document notes the letter could improve by conveying a greater sense of urgency to respond.
This document provides an analysis of a direct mail marketing campaign by Netflix to acquire new customers. Key elements of the campaign include obtaining an appropriate recipient list that matches the target market, designing the outer envelope and letter to attract attention and interest, and communicating the free trial offer and its benefits. However, the analysis notes some risks, such as the soft offer not obtaining quality customer responses and lack of urgency created around the trial expiration date.
The document discusses several topics related to mobile marketing and fundraising. It provides tips for non-profit organizations to consider when deciding whether to pursue mobile giving campaigns, such as how it fits their overall fundraising strategy and goals. It also outlines the simple steps donors take to make text donations, such as texting a keyword to a short code and receiving confirmation. Lastly, it notes that while start-up costs exist, organizations should not worry about immediately breaking even from mobile giving.
The document discusses email retargeting, which is a strategy that uses display advertising to target consumers who opened an email but did not complete a desired action, such as purchasing a product. It works by tagging emails so that when a recipient opens one, a cookie is dropped allowing their online behavior to be tracked. Retargeted display ads can then reinforce the original email's message. The strategy benefits marketers by extending campaign reach and driving conversion rates and customer lifetime value. An example of an airline successfully using email retargeting to increase online conversions is provided.
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
This document discusses how digital technologies have changed marketing and customer engagement. It notes that (1) marketing has shifted from interruption to engagement as customers expect personalized, real-time interactions across channels, (2) all marketing is now cross-channel marketing as customers interact with brands through many different touchpoints, and (3) data is now critical for understanding customers and personalizing engagement across channels. The document provides several examples of companies successfully using digital channels like email, mobile, social media and tablets to engage customers.
Using machine learning and correlative data models, we set out to explore and highlight the structural and linguistic trends that are defining how digital content performs.
The following report shows you how to adapt your content to maximize engagement with your audience.
Enjoy!
This document discusses leveraging social media and email marketing. It provides an overview of where email marketing fits with other forms of digital marketing like social networks, content sharing, reviews/ratings, and social commerce. It then covers the basics of email marketing, building an email list, creating email content, and increasing engagement through email. Key topics include the benefits of email marketing, integrating email and social media, list building best practices, determining valuable content, email formatting, and tracking email performance metrics.
This document discusses the benefits of variable data printing (VDP) for marketing communications. VDP allows companies to personalize messages and content for individual recipients based on their data profiles. When done effectively through segmentation and targeting relevant messages, VDP can increase response rates compared to traditional mass marketing. The document provides examples of how VDP was successfully used by Albertson College to significantly boost enrollment responses through highly personalized recruitment materials.
This document provides an analysis of a direct mail marketing campaign by Netflix to acquire new customers. Key elements of the campaign include obtaining an appropriate recipient list that matches the target market, designing the outer envelope and letter to attract attention and interest, and communicating the free trial offer and its benefits. However, the analysis notes some risks, such as the soft offer not obtaining quality customer responses and lack of urgency created around the trial expiration date.
The document discusses several topics related to mobile marketing and fundraising. It provides tips for non-profit organizations to consider when deciding whether to pursue mobile giving campaigns, such as how it fits their overall fundraising strategy and goals. It also outlines the simple steps donors take to make text donations, such as texting a keyword to a short code and receiving confirmation. Lastly, it notes that while start-up costs exist, organizations should not worry about immediately breaking even from mobile giving.
The document discusses email retargeting, which is a strategy that uses display advertising to target consumers who opened an email but did not complete a desired action, such as purchasing a product. It works by tagging emails so that when a recipient opens one, a cookie is dropped allowing their online behavior to be tracked. Retargeted display ads can then reinforce the original email's message. The strategy benefits marketers by extending campaign reach and driving conversion rates and customer lifetime value. An example of an airline successfully using email retargeting to increase online conversions is provided.
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
This document discusses how digital technologies have changed marketing and customer engagement. It notes that (1) marketing has shifted from interruption to engagement as customers expect personalized, real-time interactions across channels, (2) all marketing is now cross-channel marketing as customers interact with brands through many different touchpoints, and (3) data is now critical for understanding customers and personalizing engagement across channels. The document provides several examples of companies successfully using digital channels like email, mobile, social media and tablets to engage customers.
Using machine learning and correlative data models, we set out to explore and highlight the structural and linguistic trends that are defining how digital content performs.
The following report shows you how to adapt your content to maximize engagement with your audience.
Enjoy!
This document discusses leveraging social media and email marketing. It provides an overview of where email marketing fits with other forms of digital marketing like social networks, content sharing, reviews/ratings, and social commerce. It then covers the basics of email marketing, building an email list, creating email content, and increasing engagement through email. Key topics include the benefits of email marketing, integrating email and social media, list building best practices, determining valuable content, email formatting, and tracking email performance metrics.
This document discusses the benefits of variable data printing (VDP) for marketing communications. VDP allows companies to personalize messages and content for individual recipients based on their data profiles. When done effectively through segmentation and targeting relevant messages, VDP can increase response rates compared to traditional mass marketing. The document provides examples of how VDP was successfully used by Albertson College to significantly boost enrollment responses through highly personalized recruitment materials.
Netflix is an American provider of on-demand internet streaming media available in North and South America, parts of Europe, and Asia. It began as a DVD rental service in 1997 and launched streaming in 2007. Netflix now has over 40 million subscribers worldwide and a large library of movies and TV shows. It collects extensive customer data to personalize recommendations and has strong brand recognition due to its original content like House of Cards. While competitors like Amazon offer lower prices or more content, Netflix remains a leader in online video streaming through its personalized user experience.
The document provides an analysis of the direct marketing elements used in an email from Wine.com to a recipient named Jan. It summarizes that Wine.com likely obtained Jan's contact information from their customer database or a purchased list. The email utilizes multiple limited-time offers along with descriptive copy and ratings to encourage Jan to purchase $50 or more worth of wine. The layout is clean and easy to read, guiding the recipient through the information. The timing of the Cinco de Mayo holiday-themed email and a 24-hour expiration may be targeted based on Jan's past purchasing behaviors.
The document analyzes the direct marketing elements used in a wine.com email campaign targeting a customer named Jan. It identifies the key elements as:
1) The use of an in-house customer list containing Jan's contact information.
2) Multiple offers designed to encourage purchases of $20 bottles or $50 total to activate new sales and increase spending.
3) Descriptive copy explaining the offers and reinforcing the brand's reputation to simplify the purchasing decision.
4) A clean layout making the email easy to read and respond to with an automatic shopping cart button.
5) Timing the email to coincide with Cinco de Mayo and including an expiration to create a sense of
12 Direct Mail Tips From Rush Hour Printing and Graphics Raquel Shirazi
According to the recent annual report by the Joint Industry Committee, most companies have embraced the direct mail marketing approach. The report, which focused on 1000 households, indicates that at least 57% mails are opened on arrival and about 21% are opened within a period of 28 days. As such, a company can reach out to at least 78% of its customers within one month after sending direct mails. This is a very interesting and encouraging finding for those who heavily depend on this marketing approach. However, regardless of these figures, it is important
As a fresh real estate professional, constructing an email list is essential to create and extend your business. This strategic move can transform how you connect with potential clients, fostering relationships that lead to successful transactions.
This strategic step can revolutionize how you engage with prospective clients, cultivating relationships that culminate in successful deals. In this exhaustive guide, we delve into the potency of email marketing in the real estate sector and offer practical measures for constructing a solid email list for real estate agents.
Developers are announcing new timeshare projects at a rapid pace to meet demand. Several major projects were recently unveiled:
- An upscale fractional ownership resort called At Nature's Door is being built in Whistler, BC, featuring luxury two- and three-bedroom units that can be purchased as shares and occupied for weeks out of the year.
- A new timeshare resort is planned near Walt Disney World in Orlando, which will include amenities like golf courses, spas, and retail.
- A developer in Myrtle Beach plans a beachfront timeshare property with 200 hotel rooms and 50,000 square feet of retail and commercial space.
This document provides an introduction to email marketing for real estate agents. It discusses key trends in 2023 like visual content, personalization, and automation. It outlines different types of emails suitable for real estate like newsletters, property alerts, and market updates. The document also summarizes strategies like testing, personalization, segmentation, automation, interactive content, and ensuring legal compliance. It introduces more advanced tactics such as artificial intelligence, dynamic content, drip campaigns, responsive design, and social media integration to master real estate email marketing in 2023.
This document provides tips for improving the performance of email newsletters (eNewsletters). It discusses the importance of knowing your audience and their preferences in order to create relevant content. Specific tips include using compelling subject lines to encourage opening emails, including visual elements like images to engage readers, and measuring performance metrics to optimize future newsletters. The document also compares the performance of one company's newsletters to industry benchmarks, finding they exceeded average open and click-through rates by 22-200%.
This tip sheet provides well-defined steps for
improving the execution and overall performance
of your next eBlast or eNewsletter outreach
effort across your industry community.
This document discusses various strategies for effective email marketing in network marketing. It recommends getting subscriber signups through visible forms and incentive offers. It also suggests limiting emails to 2-3 per week to reduce unsubscribes, using personalized greetings in transactional emails, and testing different subject lines and content to improve response rates. Analytics can help identify serious buyers by their browsing and purchasing behaviors. Loyalty programs with rebates and discounts can encourage customer loyalty and repeat purchases.
Email Marketing – it’s more than just sending a message Paul Segreto
This generic presentation was the basis for a presentation for a client's franchisees about email marketing and how it can be used to drive sales, create brand awareness, and much more.
Direct mail refers to brochures, letters, postcards, and catalogs that are sent through the mail to generate immediate sales or inquiries. Direct mail techniques are designed to directly ask for a sale. Direct mail is best suited for advertisers with a highly specific target market and for products or services that require more than 30 seconds to explain. An effective direct mail campaign begins with selecting the proper mailing list, whether a compiled list or a responder list. Principles of effective direct mail include stressing benefits, repeating the offer multiple times, offering incentives or guarantees, and giving customers multiple response options.
Igniting Business Growth - White PaperJason Butler
Direct mail is still a critical component of database marketing. It allows for better precision targeting of customers and prospects through highly segmented communications. People also prefer and trust direct mail over email. Additionally, direct mail complements other communication channels and creates more effective multi-channel campaigns. By leveraging high-quality customer data, companies can integrate direct mail as a central part of cross-channel strategies to drive online traffic and build their brands.
This document contains terms and conditions for a guide on email marketing. It states that while efforts were made to verify the accuracy of the information, no guarantees are made. It encourages readers to use their own judgment and seek professional advice. The document then outlines chapters that will be covered in the guide, including getting subscribers, reducing unsubscribes, using transactional emails, triggers, testing emails, separating buyers from non-buyers, loyalty programs, and determining email frequency.
This document provides tips for creating an effective email newsletter campaign. It recommends collecting email subscribers through forms on your website and social media pages. The tips stress the importance of informing subscribers upfront about what types of content to expect and how frequently it will be sent. Additionally, it suggests thanking new subscribers, ensuring a consistent brand design, using concise and scannable formatting, and segmenting content for different subscriber groups. The document also emphasizes testing email designs across devices, maintaining a regular sending schedule, allowing time for editing, and complying with spam laws.
Increase business sales with mobile marketingDestiny Pearce
This document discusses how text messaging marketing can be used to build customer databases and drive business goals like increased transactions and new customers. It provides examples of how different businesses like insurance agencies, grocery stores, restaurants, and schools can implement text messaging marketing by:
- Building databases of current customers by including a mobile opt-in on paperwork
- Approaching partner businesses to do cross-promotions and build each other's databases
- Using the databases to send timely messages with offers, promotions, and information to drive behaviors like transactions, visits, and social media engagement.
Max Impact Email Marketing – Network Marketing Lead Generation Secrets. Inside this eBook, you will discover the topics about email marketing basics for net work marketing, getting subscribers, reducing unsubscribes, using transactional emails, using triggers in the email, testing different variations of your email, use analytics to separate buyers from non buyers, use loyalty programs and determine the correct frequency to send emails.
The document discusses validating a unique value proposition (UVP) by testing it through A/B split testing. It recommends implementing the UVP in one marketing touchpoint, such as a pay-per-click ad, and setting a goal such as increasing clicks or leads. The UVP should then be tested against a benchmark using a tool like Optimizely to see if it performs better. If the test shows the UVP increases the target metric, then the hypothesis is proven. Further validation would show if the UVP enables acquiring customers who buy more, at a lower cost. A validated UVP solves problems, differentiates from competitors, increases new leads, and those leads convert and retain better.
Netflix is an American provider of on-demand internet streaming media available in North and South America, parts of Europe, and Asia. It began as a DVD rental service in 1997 and launched streaming in 2007. Netflix now has over 40 million subscribers worldwide and a large library of movies and TV shows. It collects extensive customer data to personalize recommendations and has strong brand recognition due to its original content like House of Cards. While competitors like Amazon offer lower prices or more content, Netflix remains a leader in online video streaming through its personalized user experience.
The document provides an analysis of the direct marketing elements used in an email from Wine.com to a recipient named Jan. It summarizes that Wine.com likely obtained Jan's contact information from their customer database or a purchased list. The email utilizes multiple limited-time offers along with descriptive copy and ratings to encourage Jan to purchase $50 or more worth of wine. The layout is clean and easy to read, guiding the recipient through the information. The timing of the Cinco de Mayo holiday-themed email and a 24-hour expiration may be targeted based on Jan's past purchasing behaviors.
The document analyzes the direct marketing elements used in a wine.com email campaign targeting a customer named Jan. It identifies the key elements as:
1) The use of an in-house customer list containing Jan's contact information.
2) Multiple offers designed to encourage purchases of $20 bottles or $50 total to activate new sales and increase spending.
3) Descriptive copy explaining the offers and reinforcing the brand's reputation to simplify the purchasing decision.
4) A clean layout making the email easy to read and respond to with an automatic shopping cart button.
5) Timing the email to coincide with Cinco de Mayo and including an expiration to create a sense of
12 Direct Mail Tips From Rush Hour Printing and Graphics Raquel Shirazi
According to the recent annual report by the Joint Industry Committee, most companies have embraced the direct mail marketing approach. The report, which focused on 1000 households, indicates that at least 57% mails are opened on arrival and about 21% are opened within a period of 28 days. As such, a company can reach out to at least 78% of its customers within one month after sending direct mails. This is a very interesting and encouraging finding for those who heavily depend on this marketing approach. However, regardless of these figures, it is important
As a fresh real estate professional, constructing an email list is essential to create and extend your business. This strategic move can transform how you connect with potential clients, fostering relationships that lead to successful transactions.
This strategic step can revolutionize how you engage with prospective clients, cultivating relationships that culminate in successful deals. In this exhaustive guide, we delve into the potency of email marketing in the real estate sector and offer practical measures for constructing a solid email list for real estate agents.
Developers are announcing new timeshare projects at a rapid pace to meet demand. Several major projects were recently unveiled:
- An upscale fractional ownership resort called At Nature's Door is being built in Whistler, BC, featuring luxury two- and three-bedroom units that can be purchased as shares and occupied for weeks out of the year.
- A new timeshare resort is planned near Walt Disney World in Orlando, which will include amenities like golf courses, spas, and retail.
- A developer in Myrtle Beach plans a beachfront timeshare property with 200 hotel rooms and 50,000 square feet of retail and commercial space.
This document provides an introduction to email marketing for real estate agents. It discusses key trends in 2023 like visual content, personalization, and automation. It outlines different types of emails suitable for real estate like newsletters, property alerts, and market updates. The document also summarizes strategies like testing, personalization, segmentation, automation, interactive content, and ensuring legal compliance. It introduces more advanced tactics such as artificial intelligence, dynamic content, drip campaigns, responsive design, and social media integration to master real estate email marketing in 2023.
This document provides tips for improving the performance of email newsletters (eNewsletters). It discusses the importance of knowing your audience and their preferences in order to create relevant content. Specific tips include using compelling subject lines to encourage opening emails, including visual elements like images to engage readers, and measuring performance metrics to optimize future newsletters. The document also compares the performance of one company's newsletters to industry benchmarks, finding they exceeded average open and click-through rates by 22-200%.
This tip sheet provides well-defined steps for
improving the execution and overall performance
of your next eBlast or eNewsletter outreach
effort across your industry community.
This document discusses various strategies for effective email marketing in network marketing. It recommends getting subscriber signups through visible forms and incentive offers. It also suggests limiting emails to 2-3 per week to reduce unsubscribes, using personalized greetings in transactional emails, and testing different subject lines and content to improve response rates. Analytics can help identify serious buyers by their browsing and purchasing behaviors. Loyalty programs with rebates and discounts can encourage customer loyalty and repeat purchases.
Email Marketing – it’s more than just sending a message Paul Segreto
This generic presentation was the basis for a presentation for a client's franchisees about email marketing and how it can be used to drive sales, create brand awareness, and much more.
Direct mail refers to brochures, letters, postcards, and catalogs that are sent through the mail to generate immediate sales or inquiries. Direct mail techniques are designed to directly ask for a sale. Direct mail is best suited for advertisers with a highly specific target market and for products or services that require more than 30 seconds to explain. An effective direct mail campaign begins with selecting the proper mailing list, whether a compiled list or a responder list. Principles of effective direct mail include stressing benefits, repeating the offer multiple times, offering incentives or guarantees, and giving customers multiple response options.
Igniting Business Growth - White PaperJason Butler
Direct mail is still a critical component of database marketing. It allows for better precision targeting of customers and prospects through highly segmented communications. People also prefer and trust direct mail over email. Additionally, direct mail complements other communication channels and creates more effective multi-channel campaigns. By leveraging high-quality customer data, companies can integrate direct mail as a central part of cross-channel strategies to drive online traffic and build their brands.
This document contains terms and conditions for a guide on email marketing. It states that while efforts were made to verify the accuracy of the information, no guarantees are made. It encourages readers to use their own judgment and seek professional advice. The document then outlines chapters that will be covered in the guide, including getting subscribers, reducing unsubscribes, using transactional emails, triggers, testing emails, separating buyers from non-buyers, loyalty programs, and determining email frequency.
This document provides tips for creating an effective email newsletter campaign. It recommends collecting email subscribers through forms on your website and social media pages. The tips stress the importance of informing subscribers upfront about what types of content to expect and how frequently it will be sent. Additionally, it suggests thanking new subscribers, ensuring a consistent brand design, using concise and scannable formatting, and segmenting content for different subscriber groups. The document also emphasizes testing email designs across devices, maintaining a regular sending schedule, allowing time for editing, and complying with spam laws.
Increase business sales with mobile marketingDestiny Pearce
This document discusses how text messaging marketing can be used to build customer databases and drive business goals like increased transactions and new customers. It provides examples of how different businesses like insurance agencies, grocery stores, restaurants, and schools can implement text messaging marketing by:
- Building databases of current customers by including a mobile opt-in on paperwork
- Approaching partner businesses to do cross-promotions and build each other's databases
- Using the databases to send timely messages with offers, promotions, and information to drive behaviors like transactions, visits, and social media engagement.
Max Impact Email Marketing – Network Marketing Lead Generation Secrets. Inside this eBook, you will discover the topics about email marketing basics for net work marketing, getting subscribers, reducing unsubscribes, using transactional emails, using triggers in the email, testing different variations of your email, use analytics to separate buyers from non buyers, use loyalty programs and determine the correct frequency to send emails.
The document discusses validating a unique value proposition (UVP) by testing it through A/B split testing. It recommends implementing the UVP in one marketing touchpoint, such as a pay-per-click ad, and setting a goal such as increasing clicks or leads. The UVP should then be tested against a benchmark using a tool like Optimizely to see if it performs better. If the test shows the UVP increases the target metric, then the hypothesis is proven. Further validation would show if the UVP enables acquiring customers who buy more, at a lower cost. A validated UVP solves problems, differentiates from competitors, increases new leads, and those leads convert and retain better.
The CBB "ultimate healthy hydration" was finally decided upon. Our research indicated that the consumer market knew that hydration was important to have in an enhanced beverage, but is unsure of exactly how hydration works. We were going to be the functional beverage that could showcase and prove to hydrate better than tap water (a substantiated claim by researchers are OSU).
Core brand benefit brainstorming presentation from 2012. The startup changed often and quickly based on consumer responses and the very crowded beverage market. We had to find an available CBB quickly in order to stand out in the crowd.
The enhancement of Oxygen was not an option because the company didn't have a benefit of that attribute substantiated at that point.
This document provides a strategic marketing plan for a new bottled water called OXYwater. It begins with an in-depth market analysis of the beverage industry and bottled water category. It finds bottled water is the second largest beverage segment and consumption is steadily rising. The document then analyzes bottled water as a business, identifying business models and product types. It also provides a competitive analysis, identifying direct, indirect, and landscape competitors. Key target markets for OXYwater are identified as athletes, mothers/children, hungover drinkers, and health conscious consumers. The document concludes with a forecast of continued growth in the bottled water market.
The document provides a messaging matrix for Phillips Digital Pathology. The main message is that the Phillips solution delivers unparalleled image quality and advanced analysis tools to improve patient outcomes while streamlining workflows. The matrix then lists three pillars: Analysis, Performance, and Integration. Each pillar includes a key message, supporting benefits, and supporting attributes. The Analysis pillar focuses on superior image detail for definitive diagnosis. The Performance pillar aims to improve pathology productivity. And the Integration pillar emphasizes seamless integration within existing workflows.
This document provides an overview of content marketing and how to effectively implement a content marketing strategy. It recommends creating a keyword list focused on long-tail keywords and using Google's keyword tool to identify keywords with low competition and high monthly searches. It then suggests creating different content vehicles like blogs, social media accounts, and videos and publishing content twice daily that incorporates those keywords while engaging audiences. The goal is to establish thought leadership and rank highly in search engines through regularly published visual and text-based content.
The document promotes OXYwater as an antioxidant-rich, zero-sugar hydration beverage available in Ohio. It provides electrolytes, vitamins, minerals and added oxygen for a crisp taste while being 100% natural with no calories, sugar or carbs. OXYwater comes in flavors like cherry pomegranate and is intended to make staying hydrated easy and healthy.
White paper written by Kulin Marketing on the telehealth and mhealth space that is filled with startups.
Contact us at info@kulinmareting.com to purchase a printed version of this white paper.
1) Startups need marketing from the beginning to define their brand, target audience, and competitive advantage. Without this strategic direction, they risk failing to differentiate themselves or reach their full potential.
2) Investors want to see a marketing plan that demonstrates how the startup will enter the market, grow, and acquire customers. Marketing is essential for securing necessary funding.
3) With more startups competing for funding today, marketing becomes even more important to impress investors and increase the chances of receiving funding. The white paper recommends startups create a strategic marketing plan from the start to guide critical branding and messaging decisions.
Webinars are an inbound marketing tactic that can promote ideas, generate buzz, and build brand equity while allowing sales leads to come organically. They are widely used by sales and marketing teams to interact with audiences, and their popularity has increased year after year. However, webinars need to be part of a larger marketing effort to be successful. Effective webinar marketing involves inviting the target audience through multiple channels, emphasizing urgency and value to drive registrations, and following up with attendees and non-attendees to continue conversions.
The document provides a strategic marketing plan for Seattle Wellness Forum. The long term goal is to be a well-known and trusted health resource in Seattle. The plan focuses on increasing brand awareness, establishing a positive brand image, and acquiring new leads through cost-efficient marketing tactics. It recommends positioning the brand as a prevention partner for diabetes prevention and management. Specific tactics proposed include email marketing, social media, affiliate marketing, and consistent branding and messaging focused on keywords related to health, wellness, nutrition, and diabetes prevention.
The document provides an overview of marketing management strategies including:
1) Developing a branding strategy through positioning mapping, brand auditing, and rebranding if needed.
2) Creating a strategic marketing plan to help determine goals, objectives, and strategies to target segments as an indirect competitor.
3) Establishing a mission and strategizing marketing channels like content, social media, email, and blogs to reach objectives and target audiences.
Nantucket AIDS Network is a non-profit organization that provides prevention, education, and support services related to HIV/AIDS and Hepatitis C on Nantucket Island. They are developing a new branding and marketing strategy to increase awareness of their services and acquire more donations. Their new brand personality focuses on being vibrant, smart, confident, supportive, open, and community-oriented. Their marketing plan includes public relations campaigns, advertising, mobile marketing, and a new website to promote their message that "Life is Here" on Nantucket and encourage the community to help keep it that way through NAN's services.
The advertising plan aims to increase Kayak's top-of-mind awareness and promote its functionality as a "one-stop search engine." Research found Kayak ranks low on search engines and competitors outspend it on advertising. The plan targets affluent travelers aged 25-44 through TV, print, outdoor, and online ads highlighting Kayak's easy search across multiple sites and ability to find the best deals. Testing creative concepts found messages around "one search done" most appealing. The media strategy uses a mix of channels to reach the large target market across geographies with consistent, memorable ads.
EcoJoe is a company that sells eco-friendly St. Joseph statues. The marketing research aimed to understand how to increase EcoJoe's sales and brand awareness. A survey of EcoJoe customers found that while most purchase standard products, they have a positive view of green products. Respondents learned of EcoJoe through Amazon and word-of-mouth. They value the statue's eco-friendly attributes. The research recommends EcoJoe expand awareness through events, distribute through more retailers, and offer additional green products suggested by customers.
Akron Children's Hospital in Northeast Ohio aims to increase patient cases by 10% in the coming year by differentiating itself from strong local competition. To do so, the hospital seeks to build a unique positioning as the preferred children's hospital in the region by understanding the target market of families with underage children through marketing research methods. The recommendation is for Akron Children's Hospital to select the most effective marketing research method to help define its differentiation and competitive advantage.
The document discusses reasons for and considerations around re-branding a company by changing its name. Common reasons for re-branding include mergers, acquisitions, or a desire to change image. The process of changing a name can take years as customers adjust. If a brand has low awareness or image issues, re-branding may help. Examples are given of companies that changed names and why. When considering a name change, companies should decide on a new name, promote the change to stakeholders, and do market research if possible on potential new names.
The document summarizes the marketing research case study for Harvard Real Estate Services. The management problem is increasing graduate student housing residency by 40%. The research objectives are to determine which housing characteristics (cost, space, location) are most critical in student choices. A descriptive, cross-sectional survey design involving sampling across Harvard schools will be used. Secondary research on student housing will inform question development for an electronic survey. Questions will range from nominal to interval/ratio scales to understand attribute importance and housing influences on school choice.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
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Direct Mail Audit Netflix
1. Direct and Database Marketing 321
Assignment #2
By: Elizabeth Kulin
June 2009
www.kulinmarketing.com
2. Introduction
Direct marketing can be carried out through various Medias and is sent from
the marketer to the consumer. In the case of a direct mail piece, it can be created in
the form of a postcard, catalog, package or self-mailer. Strategic choices of form,
design, and matching the direct mail piece list and offer to the appropriate target
market, can increase the chance that the direct mail piece will be opened by the
recipient. These strategies can also increase the chances that the desired response
is taken by the recipients. Another advantage of direct mail is the rate and types of
responses provide testable data for the marketer. However, from a negative
standpoint, recipients who receive an abundance of mail can over look direct mail
and it is an expensive marketing medium to execute. Nonetheless, it is noted by the
Winterberry Group that this media is expected to grow at a rate of 7.5% annually
over the next few years (p.411), which means it is still an important piece of a direct
mail portfolio.
The first requirement of a direct mail campaign is to decide who the
recipients should be (for example, potential or currant customers). Once decided,
marketers must obtain the names and addresses from an in-house database or list
renting. As Vice Present of Direct Marketing for Netflix, with the goal of targeting a
direct mailing campaign towards potential new customers, it is important to
strategically analyze how the marketing team will obtain the prospect list. Details
about the list vendor, and what types of consumers will be on the list, is important
to gather and analyze. Ideally, the list would include consumers whose
characteristics matched the Netflix target market. This will increase the chance that
3. the recipients will be interested in the direct mail piece, and respond to the offer.
These chances could be increased by obtaining a list that possibly includes people
who own a DVD player, actively rent movies and have busy lifestyles (a busy
lifestyle could translate to an affinity for mail order services). To learn if consumers
on the list hold these characteristics, the marketing team will have to communicate
with the list owner prior to rental purchase.
The company “Experian” is a list provider that offers marketers the ability to
buy segmented lists based on different consumer attributes. Out of the 8 types of list
available for rental, the most appropriate one for this Netflix direct mail campaign is
the Behavior Bank Database (lifestyle data). This list claims to include information
on customer behaviors and buying trends such as hobbies, brand preferences,
product usage, frequent travelers and computer owners (Experian website).
Therefore, this list will offer the best insight to whether the people on the list reflect
the target market of individuals who rent movies as a hobby, own a DVD player, and
have a busy/travel lifestyle. Once the goal of renting an appropriate list of
recipients is completed, the offer must be strategically created and analyzed.
The offer of this direct mail piece is a “free trial” membership. Its objective is
to entice recipients to respond, experience the Netflix service and by doing so
acquire membership that will create monetary sales for the company. The use of
the experience-marketing tactic could help to acquire a high volume of new
customers because it will allow responders to try the service and learn the benefits
first hand. For example, respondents who fall under the busy lifestyle target market
may become dependent on the benefits of the mail order service that offers no
4. postage requirements of late fee penalties. By becoming an integrated part of
people’s lives, Netflix can increase chances of conversion post the free trial.
However, this is a soft premium offer that could obtain high response rates, which
can help to grow the in-house database list, but not obtain quality responses from
recipients who are truly interested in becoming future paid customers. To measure
the results of the response, first the recipient must initially open the mail piece
itself. A strategic designed outer envelope can increase this occurrence.
The outer envelope of the direct mail piece is a teaser that is used to capture
the attention of the recipient and encourage opening in an engaging way. Marketers
can convey the mail piece’s concept, offer and brand, using colors and exciting copy
formats to attract attention. The Netflix free trail outer envelope integrates the
company brand, uses design copy to attract attention, and conveys the offer details
(type, response method, and time expiration). The copy provides the recipient
insight to the direct mail piece’s sender and purpose, while the style and design add
to the attention attraction.
The actual copy includes the word “FREE” in large text font, is bright and
loud in design style, and announces to the recipient that this is an offer letter. It also
provides response instructions and timing expiration information. This enables the
recipient to learn about the offer details and response requirements before opening
the letter, practically illuminating the need to open the letter. Unfortunately, this
could counteract the objective of the outer envelope, which is to get the recipient to
open it. It is important that the outer envelope pushes recipients to open because
the internal letter is another strategic element to the mail piece that has information
5. for the recipient.
The goal of the letter is to connect with the reader, tell a story and claim mail
validity (p.416). This Netflix letter is a classic package that incorporates
personalization; by using the words “you” and “you’re” throughout the copy. It asks
recipients to respond by internet, which requires recipients to have access to a
computer and internet service. However, since Netflix targets individuals with such
access (its service is partially web based) this requirement should be convenient for
the recipients of this direct mail piece. The letter also states that there is an
expiration date for the free trail, however it is about 1 month in duration post
receipt (Jan received this letter in November and the expiration is December). This
duration could be to long of a span to really create a sense of immediacy among
recipients, which could negatively affect response rates. Additionally, the copy
within the letter has been designed using bold and underlined text at various points.
Such specific text stands out and enables the reader to learn about the offer,
response method, and time expiration without reading the entire copy. Also, the PS,
research shows 79% of people who open a direct mail piece will read the P.S. first
(National Mail Order Association,
http://www.nmoa.org/articles/dmnews/Postscripts407_RJ.htm), emphasizes the
main offer and incentive in effort to encourage the reader to become interested and
take action. Finally, the letter design includes an interactive device card that
attempts to attract interest to become hands on and involved with the letter. Also,
this card is printed with the offer and response methods details. This means that if
the reader tares off the card, and discards the letter, they will still have a reminder
6. and the necessary information to take action and respond.
These design tactics of the letter are used to encourage the recipient to not
only respond, but also grow interested in Netflix by translating their unique
attributes into customer benefits the response rate could be more successful. For
example, Netflix has a large library of movies, which is most likely a benefit to the
target market that often rents movies. To portray this selling point the copy of this
letter states that Netflix has, “over 100,000 DVDs – we’ve got everything”. By stating
this, the letter is speaking to the active movie renter target market and illuminating
an attribute, which they find beneficial. The letter reinforces this visually with
images of popular DVDs at the bottom of page 1, and verbally on page 2 with a list of
DVD titles.
A second selling point and unique attribute of Netflix is it mail order service.
The letter points out that Netflix makes life easier by stating that it has no due dates,
no late fees, and free postage (both ways!). This attribute is a benefit that speaks
directly to the busy lifestyle target market customer. By translating selling points
into customer benefits this letter seems to be attempting to convince readers that
going beyond the free trail, and becoming an active member of Netflix, is beneficial.
This tactic might be implemented to attempt and offset the soft offer.
A direct mail piece is strategically written with the campaigns objectives in
mind. A classic format to follow is the AIDA formula. This letter attempts to follow
the AIDA formula as it implements each of the 4 criteria. Its color, design and the
repeated capitalized word “FREE” attract attention at the outer envelope level.
Second, the letter sparks the reader’s interest and offers beneficial information
7. describing the Netflix customer benefits. Finally, the letter should leverage the
user’s interest to create a desire to obtain the offer and a sense of urgency in
responding. This letter does attempt to ignite these feelings in the reader by
associating emotional elements of relaxation and fun to the action of watching
movies. However, it does not portray a real sense of critical urgency to take action.
Furthermore, this letter has included a buckslip brochure that also does not convey
a sense of urgency.
A buckslip is a visual element that includes shorthand description of the
letter. It requires less reading time and attention from the recipients. In this case,
the Netflix buckslip restates the membership benefits through copy and image that
details its DVD library and easy mail order service. It also includes the free trial
offer information. However, the offer information is not incorporated into the main
scene of the imagery, but in text below it. Recipients who do not take the time to
investigate the entire 1 page could overlook this lower section area. In this case,
the offer would not be communicated to the recipient. The marketing team has
decided that the bulk of the space should display information about the Netflix
membership service instead of the free trail offer. This could be in efforts to offset
the soft offer, but also entails risk for the direct mail piece and its objective of
acquiring new customers.