This document provides an overview of strategic considerations for direct mail campaigns. It discusses when to use direct mail as a strategy, components of a direct mail plan such as situation assessments, objectives, tactics and implementation. It also covers strategic elements like creative execution, formats, envelopes, letters, offers and more. The goal is to plan an effective direct mail strategy that achieves measurable objectives.
Seven parts to a marketing proposal for small businesses. Take the risk and uncertainty out of hiring a marketing consultant to help achieve your goals for growing your business. Ask for this information.
A Detailed Buyer / Customer Journey - 6-June-2018 versionBrian Groth
The process to bring a stranger with lead generation, through a sales process, to a repeat customer with customer success: Sales operations, sales enablement, sales process.
When you launch a business without a plan, you can easily waste money and precious time targeting the wrong audience, launching failed marketing campaigns, underestimating their business costs, and simply spinning their wheels in their quest for success.
A business plan functions as a “crystal ball” of sorts. It helps you to peer into the future and predict different outcomes. Though it’s certainly not perfect, it helps you map out where you currently are and where you’re headed.
In this slideshow, you will learn how to:
1 - DIY your Business Plan
2 - Write a Successful Business Plan that you can leverage to fund your business
3 - Appeal to investors
You can also grab our business plan template here:
https://bit.ly/BusinessPlanTemplateBundle
Seven parts to a marketing proposal for small businesses. Take the risk and uncertainty out of hiring a marketing consultant to help achieve your goals for growing your business. Ask for this information.
A Detailed Buyer / Customer Journey - 6-June-2018 versionBrian Groth
The process to bring a stranger with lead generation, through a sales process, to a repeat customer with customer success: Sales operations, sales enablement, sales process.
When you launch a business without a plan, you can easily waste money and precious time targeting the wrong audience, launching failed marketing campaigns, underestimating their business costs, and simply spinning their wheels in their quest for success.
A business plan functions as a “crystal ball” of sorts. It helps you to peer into the future and predict different outcomes. Though it’s certainly not perfect, it helps you map out where you currently are and where you’re headed.
In this slideshow, you will learn how to:
1 - DIY your Business Plan
2 - Write a Successful Business Plan that you can leverage to fund your business
3 - Appeal to investors
You can also grab our business plan template here:
https://bit.ly/BusinessPlanTemplateBundle
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
Harnessing your customer truth from value propositions to sales propositions ...Futurecurve
Here we focus on approach and steps needed to create your Total Value Proposition
The difference between companies that are thriving and those struggling to survive is how well they harness and align their value to customers. There is a widening gap between what companies offer and sell and what customers actually value and are willing to pay for.
You can start to close this gap by truly understanding what your customers value, looking at your products or services and how you interact with customers – this determines your single ‘customer truth’.
14 steps to build a professional reseller partner programDaniel Nilsson
Learn how to sell and promote your product / solution efficiently through a reseller partner network. The presentation gives you 14 detailed steps on how to build your own professional reseller partner program including tips and tools.
I created this presentation after doing extensive research on how to create professional partner programs. The data I have reviewed are from marketing experts, Gartner, reports, vendors and my own personal experience building several global partner programs.
The purpose of the presentation is to share my conclusions on how to build a successful partner program that works for any type of organization.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To see a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Strategic Plan & Business Models - Value PropositionSummaiya Gauhar
This project is about the topic "Value Proposition" related subject of " Strategic Plan & Business Models" and it includes a detailed explanation with a diagram.
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
Slides used on November 17th, 2016 during webinar "Sales Partner Management for better Partner Engagement"
http://www.tenegopartnering.com/resource/partner-management
In this webinar, you will learn:
● What is Partner Management and why it's needed
● What are the key components of Partner Management
● How to understand your partner - What are the categories for Partner Fit
● Different scenarios and levels of Partner Management
● How to improve Partner Engagement
● Partner Management Function inside the enterprise
A quick ONE PAGE Business Plan TemplateKameel Vohra
This template is designed to give you a better idea as to what’s involved in establishing your business, and to help you communicate the idea to people that can provide you feedback.
The marketing and sales process - Jan 10 2016 versionBrian Groth
It's been a few months and I have improving my big sales process example, which includes marketing at the start and services at the end, since I believe a company should have the entire customer journey in mind when marketing, selling and servicing. Maybe one day I'll work in how product management and engineering overlays on this too.
This version now includes a few more details, but also suggestions as to where this document can guide an employee for more information, tools, content or training.
Harnessing your customer truth from value propositions to sales propositions ...Futurecurve
Here we focus on approach and steps needed to create your Total Value Proposition
The difference between companies that are thriving and those struggling to survive is how well they harness and align their value to customers. There is a widening gap between what companies offer and sell and what customers actually value and are willing to pay for.
You can start to close this gap by truly understanding what your customers value, looking at your products or services and how you interact with customers – this determines your single ‘customer truth’.
14 steps to build a professional reseller partner programDaniel Nilsson
Learn how to sell and promote your product / solution efficiently through a reseller partner network. The presentation gives you 14 detailed steps on how to build your own professional reseller partner program including tips and tools.
I created this presentation after doing extensive research on how to create professional partner programs. The data I have reviewed are from marketing experts, Gartner, reports, vendors and my own personal experience building several global partner programs.
The purpose of the presentation is to share my conclusions on how to build a successful partner program that works for any type of organization.
Please feel welcome to share your thoughts, insights or comments. I love feedback. You can send an email to info@daniel-one.com or visit my webpage www.daniel-one.com. I look forward to hear from you.
Some pictures can be a bit blurry when you view the presentation directly from the web. To see a high quality version of the presentation simply download it. If you have any questions please don't hesitate to contact me at www.daniel-one.com
Strategic Plan & Business Models - Value PropositionSummaiya Gauhar
This project is about the topic "Value Proposition" related subject of " Strategic Plan & Business Models" and it includes a detailed explanation with a diagram.
Your Value Proposition is the reason that customers choose to buy from you, it needs to be a core business skill. This slideshare shows you how to develop compelling value propositions with a focus on B2B companies
Slides used on November 17th, 2016 during webinar "Sales Partner Management for better Partner Engagement"
http://www.tenegopartnering.com/resource/partner-management
In this webinar, you will learn:
● What is Partner Management and why it's needed
● What are the key components of Partner Management
● How to understand your partner - What are the categories for Partner Fit
● Different scenarios and levels of Partner Management
● How to improve Partner Engagement
● Partner Management Function inside the enterprise
A quick ONE PAGE Business Plan TemplateKameel Vohra
This template is designed to give you a better idea as to what’s involved in establishing your business, and to help you communicate the idea to people that can provide you feedback.
Product Marketing is frequently mentioned but not well understood. From Apple where PMMs are basically GMs to Google where they play a supporting role, everyone has a different definition. Having built this function at Skype and Evernote, here's how we approached it.
This presentation provides a basic understanding of marketing for technology startups. It can be applied though to any organization or even how you position yourself for a job.
Juliann Grant of Telesian Technology and Scott Sommer of Jacobs Engineering discuss pre and post-sales strategies that build a bridge between marketing and sales. This presentation was delivered at the 3rd Annual Marketing and Sales Summit in 2008.
“A Recipe for Success: Today’s Integrated Marketing Strategy.”tspellman
MIOD’S CEO, Tricia Spellman, spoke at the Association Forum on what today’s right marketing mix and channels are for optimal profitability and success. Attendees Earned CAE Credit.
Blog and Facebook content marketing strategy for nonprofit organizationJohn Gregory Olson
Overview of content plan for summer interns who will be creating and posting content for the blog and Facebook page. Covers: business objectives, target audiences; brand themes; editorial calendar; content guidelines; resources and tools.
This new product was the most significant technological achievement and the single biggest potential seller in company history at the time. The launch presentation to the field sales organization gives a comprehensive product and market opportunity assessment and details the full range of digital and print selling tools in support of the global sales force.
A look at how customer relationship direct marketing programs from 20 years ago bear a resemblance to brand journalism in digital media today. How the content strategies are similar.
Customer loyalty direct marketing program to strategic partners of the Scotchgard business. Ongoing communication to build brand preference and generate leads for the sales force. The newsletter is first-generation brand journalism sans digital platforms, that featured brand stories and news of interest to the customers' business success.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. Direct Mail Strategy & Execution
Topics
Strategic Applications for Direct Mail
Strategic Planning
Strategy Considerations
Creative Execution
STRATEGIC COMMUNICATIONS
3. When to use Direct Mail as a strategy
To produce an immediate and identifiable order or inquiry
To generate leads for field sales follow-up
To sell directly to prospects without using dealers or retailers
To reach a target audience other media cannot cost-effectively reach
When a personal communication is desired
When precise timing or frequency of contact is essential
When a highly controlled distribution is required
To communicate detailed product information
To build and refine mailing lists
STRATEGIC COMMUNICATIONS
4. When to use Direct Mail as a strategy
To follow-up on inquiries from other channels (Trade Shows, Web,
promotions)
To build long-term customer relationships from short-term sales
To test product potential, price, packaging
To determine prospect profiles
When you need to show measurable ROI on your marketing spend
STRATEGIC COMMUNICATIONS
6. Why write a Direct Mail Plan?
Document your strategic framework
Involves key functional groups in the total strategy
Identify measures for success
Brings focus to messaging and creative execution
STRATEGIC COMMUNICATIONS
7. Components of the Direct Mail Plan
Introduction
Product/Service Assessment
Market Potential
Marketing Environment
Strategy
Implementation Plan
STRATEGIC COMMUNICATIONS
8. Introduction
Who requested the plan?
Who were the authors?
What is the purpose for the plan?
Summary of data for the plan
What desired data was not available?
STRATEGIC COMMUNICATIONS
12. Product/Service Assessment
Technical description
What kind of wood is used
How is the lead made?
Country of origin of the rubber eraser
Manufacturing process
Types of pencils offered by the manufacturer
STRATEGIC COMMUNICATIONS
14. Product/Service Assessment
Emotional description
Security of being able to erase mistakes
Peace of mind knowing it won’t leak or smear
Impress friends with your practicality, frugality
STRATEGIC COMMUNICATIONS
15. Product/Service Assessment
Ultimate benefits
Fame for writing a screen play
Riches for writing a brilliant business plan
Romance for writing a touching love sonnet
STRATEGIC COMMUNICATIONS
16. Positioning – an overview
Defined: “Positioning is not what you do to a
product. It’s what you do to the mind of the
prospect. You position the product in the
mind of the prospect.”
Seven-Up: the uncola
Avis is #2 in car rentals: We try harder
STRATEGIC COMMUNICATIONS
17. Positioning – an overview
Today’s overcrowded marketplace …
40,000 products in a supermarket
52 versions of Crest toothpaste
Consumers get an average 3,000 messages a day
Over 20 million telemarketing calls daily
Average 150 pieces of mail per month
STRATEGIC COMMUNICATIONS
18. Positioning – an overview
How do you take a position
owned by your competitor?
YOU DON’T!
STRATEGIC COMMUNICATIONS
19. Positioning – an overview
Positioning in a nutshell:
Reposition competitor by focusing on a
category benefit not owned by them
Create a new category in the marketplace
Be first to get into the prospect’s mind with a
category position
STRATEGIC COMMUNICATIONS
20. Market Potential
Sizing the universe
Customer/Prospect profile
Demographic/Psychographic data
Results of previous research or marketing
efforts
Changes in product, price or positioning
needed to appeal to other markets
STRATEGIC COMMUNICATIONS
21. Marketing Environment
Competitive situation analysis
Competitive media use and messaging
Media Options – integration opportunities
Media cost, timing and testing factors
SWOT
STRATEGIC COMMUNICATIONS
22. Marketing Environment
SWOT Analysis Model
Review your core competencies and
differentiators
Strengths, Weaknesses: internal environment
(operations, technology, product innovation,
customer service, etc.)
Opportunities, Threats: external environment
(economy, government regulations, industry
trends, technology, etc.)
STRATEGIC COMMUNICATIONS
23. Marketing Environment
SWOT Analysis Model
External Assessment:
Who are our key customers, competitors,
suppliers and other external stakeholders?
What are their driving concerns?
What opportunities/threats do these driving
concerns pose?
Internal Assessment – in light of external
findings:
What are the critical cross-functional
processes in the organization?
For each process, what are the strengths/
weaknesses?
STRATEGIC COMMUNICATIONS
24. Strategy
Objectives: Strategic, Financial, Marketing
Strategic options/alternatives & criteria for
selecting them
Recommended priorities for strategy and
tactics
STRATEGIC COMMUNICATIONS
25. Strategy
Objective Setting Guidelines
Purpose: Characteristics:
To define the intent, the Specific
means and the expected Quantifiable
results of a strategy or
initiative Time bound
Consistent with Company
strategy
Business performance-
oriented
Drives strategic decisions
STRATEGIC COMMUNICATIONS
26. Strategy
Objective Setting Guidelines
Establishing Specifics: Quantitative Measures:
What sales Share of market/wallet
performance have we New sales revenue
achieved historically?
Upsell/Cross-sell revenue
What is possible to Retention rates/revenue
achieve?
Profitability (ROI; marketing cost
What are the corporate of sale)
expectations?
STRATEGIC COMMUNICATIONS
27. Implementation Plan
Campaign outline (tactics that support
objectives)
List: segmentation and target audience
Creative concept and offer
Budget
Timeline
Metrics
STRATEGIC COMMUNICATIONS
28. Review: Components of the DM Plan
Introduction
Product Assessment
Market Potential
Marketing Environment
Strategy
Implementation Plan
STRATEGIC COMMUNICATIONS
30. Wunderman’s Commandments
The consumer, not the product must be the hero
Communicate with each customer/prospect as an
audience of one
Answer the question “Why should I?”
Create relationships
Suspects are not prospects
Know and invest in each customer’s lifetime value
Encourage interactive dialogues
Share of loyal customer, not market share, creates
profits
STRATEGIC COMMUNICATIONS
31. Three pillars of Direct Mail strategy
The offer
The list
The creative execution
STRATEGIC COMMUNICATIONS
32. Last word on strategy: Execution
A mediocre strategy with
great execution always
beats a great strategy
with mediocre execution!
STRATEGIC COMMUNICATIONS
33. What you need to know about creative
Direct Mail Formats
Post Cards
Advantages:
Cost effective
Gets attention without opening an envelope
Effective traffic builder
Disadvantages:
Limited space
Not a sales driving device
“Junk Mail” association
STRATEGIC COMMUNICATIONS
34. What you need to know about creative
Direct Mail Formats
Self Mailers
Advantages:
Relatively inexpensive
More profitable than envelope packages
Effective for promoting seminars/publishing
offers
Disadvantages:
Lower response than envelope packages
“Junk Mail” association
STRATEGIC COMMUNICATIONS
35. What you need to know about creative
Direct Mail Formats
Classic Package (letter, brochure, reply card,
envelope, lift note)
Advantages:
More personal
More “selling” space
Higher involvement & response
Disadvantages:
More expensive
More complex – more ways to go wrong
STRATEGIC COMMUNICATIONS
36. Envelopes
The job of the envelope is
to get opened – not to sell
STRATEGIC COMMUNICATIONS
37. Envelopes
How consumers look at an envelope
First, they look at their name
Second, they read teaser copy
Third, they look at the return address
Forth, they look at the postage
Last, they look at the back
STRATEGIC COMMUNICATIONS
38. Envelopes
Tips for getting your envelope opened
Get the name right
Use the name in more than one place
Use high-impact, provocative teaser copy
Highlight the offer
Make your logo/corporate identity visible
Use a stamp vs. metered or indicia
Consider hand addressing
Add color
Use Fed Ex or Western Union
Faux Fed Ex
Consider dimensional package
STRATEGIC COMMUNICATIONS
39. The letter
The job of the letter
is to SELL
STRATEGIC COMMUNICATIONS
40. The letter
Hot spots on the letter
The Johnson Box/headline
The signature
The P.S.
The first sentence
Sub headlines
Hand written points
Bullet points
A second color
STRATEGIC COMMUNICATIONS
41. The letter
Tips for increasing involvement and response
Start with the prospect, not the product
Make the opening line short and compelling
Tell a story
Fire your biggest shot first – benefits
Make it look like a letter, use typewriter font
Focus on readability
Use a Johnson Box or headline teaser
Write to one person
Personalize the letter and message
Sell with emotional appeals
Tell the reader what to do; ask for the offer
Use a P.S.
STRATEGIC COMMUNICATIONS
42. The brochure
The job of the brochure is to
inform. It provides the answer
to the question, “Why should I?”
STRATEGIC COMMUNICATIONS
43. The brochure
Techniques for higher impact
Use numbers in headlines to add credibility
Put captions under photos
Use pictures of people to add a human touch
Use charts to convey detailed information
Include a Q & A section
Include competitive comparisons
Use testimonials or product reviews
Use a quiz or test to involve the reader
Always link product features to customer
benefits
Make it easy to understand at a glance
Include a call to action and 800 number
STRATEGIC COMMUNICATIONS
44. The order form
The order form must be able to stand
alone, must be easy to use, and must
contain all of these elements:
The offer
The terms/payment options
The response options
The benefits of what you’re selling
The guarantee
STRATEGIC COMMUNICATIONS
45. The order form
Techniques to increase response
Use the customer’s voice
Evoke good feelings about using the product
Provide several ordering options
Overcome skepticism with solid guarantee
Put in a photo of the offer
Personalize the order form/card
Use the word “free”
Drive greater involvement with:
Yes/No/Maybe check off box
Stickers
Brief questionnaire
STRATEGIC COMMUNICATIONS
46. The offer
The offer represents the
total selling proposition that
attracts attention, builds
interest and motivates
action
STRATEGIC COMMUNICATIONS
47. The offer
Tips for success
Make it relevant to your audience and product
benefit
Offer something they can’t get anywhere else
Don’t sell the premium, sell the offer
Give your customers the best deal
Assign a dollar amount to the offer
Put a deadline on the offer
Offer a gift with inquiry, trial, order
Offer price discounts on product bundles
Offer information: research, idea kits, etc.
Offer trade-in discount or rebate
Offer a personalized gift/mystery gift
STRATEGIC COMMUNICATIONS
48. Presenter
John G. Olson
Principal, clarion|creative
Past President,
Midwest Direct Marketing Association
B2B Marketing Consultant
Copywriter & Content Marketer
Blog: marketingawesomeness.wordpress.com
Twitter: @John_G_Olson
Email: john.olson7@comcast.net
STRATEGIC COMMUNICATIONS
Editor's Notes
The strategic plan gives rationale for your tactical decisions Key functional groups include Sales, Marketing, Operations, Supporting Vendors Measures are linked to the business objectives. They may include Revenue goals, Market share growth, Share of customer/wallet, Retention/Loyalty or ROI Effective messaging is a result of knowing current mindset of your target audience
From the marketing classic, “Positioning” by Ries and Trout. The concept of positioning changed the thinking about advertising and marketing communications from a saturation strategy to a whole new paradigm that recognized a new reality: the marketplace is overcrowded.
Source: Peter Sealey, author of Simplicity Marketing. Given the level of brand choices and commercial solicitations consumers are exposed to, it has never been more critical to understand their perceptions, their wants, and your positioning with them when developing your messages to them.
Remember Avis? For 13 years they lost money trying to compete directly with Hertz. Then they positioned themselves as number two: we try harder. They claimed the number two spot and began to profit. Y1: $1.2M Y2: $2.6M Y3: $5M Then Avis was bought by ITT who didn’t like the number two strategy. They began running ads saying, “Avis is going to be number 1.” Psychologically, it didn’t resonate with the intended audience. Strategically, it didn’t exploit any weakness in Hertz. And it bombed. Third place National began to gain their market share. Avis is fortunate to still hold number two today, if they realize it or not.
Resources for sizing markets: Standard Rate & Data Services (srds.com) has lists of subscribers to professional trade publications and associations nationwide. Dunn and Bradstreet business database. Government resources: Bureau of Labor & Statistics, Dept. of Commerce, Census Bureau (all online) List brokers. Profiling: purchasing behavior (RFM scoring); what do our existing customers look like? Seasonality? Who are the decision makers and influencers? What are their business problems? Demo/Psyco: Income, Home ownership, Children, Marital status, Hobbies, Political affiliations, Disposable income, Media perceptions and consuption
What is the cumulative media messaging hitting this target audience? What is your competition claiming? What position do they own? What’s their market share? How are they using the various media to reach the market?
Given your identified objectives, what are the best channels and means for driving consumer behaviors to meet those objectives? Rank the tactical priorities to achieve the specific objectives: Strategic – “big picture” strategy Financial – Revenue, ROI Marketing – behaviors you need to drive
Implementation details: the nitty-gritty of what you will do.
IDM: the precision deployment of direct mail, telemarketing, public relations, advertising and internet/email marketing tactics to deliver on your business objectives. Develop messaging through voice of customer research to determine media preference/usage for optimum results. DBM: recency, frequency, monetary value. The most fundamental way to evaluate customer value and behavior. Predictive modeling looks at current customers key purchasing variables to predict those most likely to respond to an offer or channel. Testing. Main rule for testing: one variable (as in A-B testing). See additional materials for testing models. Wunderman: what all successful direct marketing companies have learned about effective direct mail strategies.
The product must create value for each of its customers. It must satisfy their unique differences, not their commonalities. Your message must be as relevant to each consumer as the product or service is. The product and its communication stream must continue to provide both rational and irrational answers. Relationships continue to grow – encounters do not. Prospects are consumers who are able, ready and willing to buy; suspects are merely eligible to do so. Convert one-way communication to two-way information sharing.