Casey Ingle gave a presentation on hacking direct marketing for the digital age. He discussed four strategies for creating personalized experiences that drive action: 1) Give consumers something interactive to do; 2) Drop targeted offers around specific locations; 3) Release free content to build qualified leads; 4) Leverage the trust graph to find influential peers. The talk focused on how direct marketers can benefit by understanding emerging cultural trends and the expectations of younger generations who are nomadic, constant creators and unloyal by design.

1. Whattup.

2. Casey Ingle

3. Casey Ingle
Associate Director,
Strategic Planning,
Cole & Weber United

4. What I Really Care About:
Solutions = People + Change + Growth

5. What I Really Care About:
Solutions = People + Change + Growth
Inspiring new ways to think, do, see and act
that creates business impact & cultural reward

9. Hacking Direct:

10. Hacking Direct:
A cultural anthropologists' take on energizing and modernizing our
most important and influential marketing practice.
This talk will introduce emerging cultural trends that are changing
the expectations of brand connections. How will you intercept the
most nomadic generation ever? How will you keep them involved
with your brand if they are un-loyal by design?
We'll define key strategies for putting these trends to work and
introduce tactical examples of those who have done well, and
those who could have done better.
The conversation will culminate in presenting a futuring construct,
mapping out where personalization marketing could go, and more
importantly, how you can lead the charge.

11. Direct marketing is a sub-discipline and
type of marketing. There are two main
definitional characteristics which
distinguish it from other types of
marketing.
The first is that it attempts to send its
messages directly to consumers,
without the use of intervening media.
This involves commercial
communication (direct mail, e-mail,
telemarketing) with consumers or
businesses, usually unsolicited.
The second characteristic is that it is
focused on driving a specific "call-to-
action." This aspect of direct marketing
involves an emphasis on trackable,
measurable positive (but not negative)
responses from consumers (known
simply as "response" in the industry)
regardless of medium.

13. Direct marketing is a sub-discipline and
type of marketing. There are two main
definitional characteristics which Personalized
distinguish it from other types of
marketing.
The first is that it attempts to send its
messages directly to consumers,
without the use of intervening media.
This involves commercial
communication (direct mail, e-mail, Experience
telemarketing) with consumers or
businesses, usually unsolicited.
The second characteristic is that it is
focused on driving a specific "call-to-
action." This aspect of direct marketing
involves an emphasis on trackable,
measurable positive (but not negative) For Action
responses from consumers (known
simply as "response" in the industry)
regardless of medium.

14. Personalized
Experience “how direct marketers can benefit”
For Action

15. Hacking Direct/
Personalized Experience For Action

16. Hacking Direct/
Personalized Experience For Action

17. MEET THE
MILLENIALS

18. The marketing term for people like me is
"slash/slashers." Like, I'm doing the yearbook
plus my blog and making videos and working at
a communications firm called Naked. We don't
want one path-we want to get involved in lots of
creative projects. It's like, "Oh, you should holler
at Harley to go D.J. your party!" or "Holler at so-
and-so to shoot your short! He's also in a band!"
I call us the New Pop Culture, which might sound
bold, but I believe it. We're more influenced by
what we're up to-our own creative outputs-than
what Karl Lagerfeld is up to. We are more
interested in reading our friends' blogs than
Style.com. My friends and I don't care about
Lindsay Lohan; when we see a picture of a
celebrity like Kanye West, we want to know
who's standing behind him. It's cooler to be a
real person. It's our turn now.
Heron Preston, Strategist
@ Naked, NYC

19. You are the Millennials. You differ from
Generation X in that you are neither cynical nor
alienated, and you seem to like your parents.
You’re not like the boomers, who are ideologues
and tend to listen only to those who share their
ideology. You are seen as being inclusive when it
comes to race, ethnicity and sexual orientation.
You actually have positive attitudes on the
ability of government to play a constructive role
in our lives. You want to build coalitions. You are
networked, and you tweet. And most
importantly for our time, you are problem-
solvers.
James Mackenzie, Director of Strategic Planning
@ Cole & Weber United, Seattle

20. NOMADS

21. CONSTANT
CREATIVES

23. UNLOYAL BY
DESIGN

24. THEY’RE
HERE

25. Hacking Direct/
PersonalizedExperienceFor Action

26. “The scarcest resource for today’s
business leaders is no longer just
land, capital, human labor, and it
certainly isn’t information.
Attention is what’s in short supply.”
-The Attention Economy, Harvard
Business Review

27. & @ the core of attention
is experience

28. & @ the core of attention
is experience
but beyond a hot buzzword,
what the hell does that mean?

30. ok, but how do we create one?

31. Engagement
Environment
In the factory we make
cosmetics; in the
drugstore we sell hope.
- Charles Revlon
Emotion
Empowerment

32. Hacking Direct/
Personalized Experience For Action

33. 4 Strategies
( & 4 companies to check out)

34. Strategy #1:
Give them something to do

35. with great opportunity,
comes great responsibility

39. Nike’s Parkours Fail:
Build an App. Allow people to
save places, maps and reviews
of spots in their neighborhood.
Take pics and upload them
somewhere. Share them with
friends.
Nike gains fans. Nike gets leads.
Nike sells shoes. Nike grows.
That’s an experience.
That’s for action.
That’s direct.

40. Strategy #2:
Drop a Pin

41. What are you
doing?
2008

42. What are you
doing?
2008
Where are you
doing it at?
2009

44. Drop an offer around a
certain place on Loopt
Track who redeems it
Observe what they do
with it and who they pass
it to
Sell (buy) them and the
2.0 area as quality
leads/advocate spaces

45. Strategy #3:
Feed the Freetards

47. Write a book
Release free chapters on
Twitter for those who
follow you (qualified
leads)
Start dialogue with them
about what they like
Incent them to buy it –
and book you for speaking
engagements, etc

48. Strategy #4:
Exploit the Trust Graph

50. KEY TREND: Cell Phone Paradigm Shift
Mobile devices are no longer held to your ear. You
don’t have to call “Judy your shoes friend” to ask for
her opinion anymore. You can text, IM, Facebook,
Tweet, etc her.

52. Social
Search
Social Peer
Gaming Reviews
Trust Score

53. Social
Search
Social Peer
Gaming Reviews
Qualified
Trust Score
Lead

54. If you only remember one thing:
Everything is amazing right now.
So gobe happy. God damnit.

55. Direct Hacked:
Personalized Experience For Action

56. THANKS.
Casey Ingle
(206) 225-6769
If you’d like a copy of this
presentation, contact me via
twitter.com/propaganda1980