Presented to the Greater Richmond Chamber of Commerce Chesterfield Business Council in 2011 on the topic of increasing the return from your marketing by synchronizing your tactics.

2. Digital Innovations Group
•
•
•
–
–

3. •
•
–
–
•

4. •
•

5. •
•
•
–
–
–

6. •
–
•
–
•
•
–
–
Source: Wizard of Ads, Roy H. Williams citing Yankelovich
study, USPS Study Delivered to PIA Variable Data Conference,
January 2007

7. Relevant
Static DM
response
Over 3x higher averages less
Relevant DM than 2%
averages 6.5%
Just Personalized

8. Response Rate Learning
20x lift
Right Time
10x lift
Right Message
5x lift
Right Individual
2x lift
Personalized
20% lift
Static Personalized Highly Relevant

9. •
–
–
–
–
–
–
–

10. •
•
•

11. •
–
–
–
•
•

12. Trackable Capture
Messaging Response/Purls Information
/Channels Gurls/Curls
Data
Nurture
Revenue Activities
Best Practices

13. •
–
–
•
–
–
–

14. •
•
–
–
–
–
–

15. •
•
•
•
•

16. Relevant Copy for:
Dental, Medical Practices
Small & Midsize Businesses

19. •
–
–
–
–
•
–

22. Link to Website
Announcement of
Direct Mail Piece
Tied to other
communication
tactics

31. •
•
•
•
•

32. •
•
•
–
–
–
•

33. •
Drawing:
Friday May
20, 2011

34. –
•
–
–
•
•