Award winning South African direct marketer Neil Hart will share his experiences of what makes a successful campaign. Neil will show creative examples to inspire you to be great. You will also learn: - The Rules of engagement - The Tactics of engagement - How to create the Love Speaker: Neil Hart from Boomtown, South Africa, Member of DMASA

1. BRANDS THAT
LOVE CUSTOMERS
FIND CUSTOMERS
THAT LOVE
BRANDS
Live for the Boom!

2. 18 years
50+ people
Johannesburg and Port Elizabeth
strategy/creativity synergy
unique methodology
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3. GROW YOUR
BRAND
1. Build brand for a long-term sustainable
business
GROW YOUR
SALES
2. Build cash flow and boost profitability
STRENGTHEN
CUSTOMER
3. RELATIONSHIPS
Create loyal customer relationships to increase
lifetime value.

4. BRANDS THAT love
customers...
1. Creating the Love
2. The Rules of engagement
3. Tactics of engagement
4. Creative examples to inspire you
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5. I’m here to teach you about dating
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6. CRM direct
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7. Dating basics
Couples usually wait until 6-8 dates before they are willing to enter into an
exclusive relationship.
The most common time for breakups is around three to five months.
On average, it takes between 12 to 14 dates before couples will trade
house keys.
Dating your customers
6-8 touchpoints per campaign
Don’t flirt to convert and then forget
Invest time into building the relationship, you’ll reap the rewards of loyalty
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8. Dating basics
Ninety-two percent of single parents would rather date other single
parents.
Researchers at the University of Chicago found that people were twice as
likely to find a date through friends and family than through the bar scene.
Four out of 10 workplace dating relationships result in marriage.
Dating your customers
Consumers choose brands that understand who they really are.
Word of mouth, peer to peer recommendations are most powerful
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9. Dating basics
Psychologists at the University of Pennsylvania studied data from over
10,000 speed daters and found that most people make a decision
regarding a person’s attraction within three seconds of meeting.
Dating your customers
Creativity is critical
All communication needs to work in the first 3 seconds
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10. Dating basics
Thirty-three percent of online daters form a relationship, 33% do not, and
33% give up.
Dating your customers
Segment your customer base. Use psychographics rather than
demographics
If you work harder, you’ll get 33% more customers
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11. Dating basics
In the online dating world, women are afraid of meeting a serial killer. Men
are afraid of meeting someone “fat.”
According to Ann Rule, only about 3% of men are psychopaths, of which
only a tiny percentage are serial killers.
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12. The rules of engagement
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13. #1The brand HAS to live inside-out
If there’s love at home, the whole house is happy
Create brand engagement internally before expecting others
follow
Sustain your internal brand with the same level of passion you
would for your customers.
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14. Live for the Boom!

15. #2 Customer loyalty is the key to profitability
Everyone longs for a long term relationship
Have a sales philosophy that emphasizes relationship building.
Think end-of-time friendships, not end-of-month totals.
Without customer loyalty, customers leave. Then you can end up
sacrificing as much as a third of your sales year just to get your
numbers back to where they were the previous year. Ouch.
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16. Live for the Boom!

17. Live for the Boom!

18. #3 Lead something!
Everyone wants to follow something worthwhile
Be known for something, a cause, a conspiracy...
Define a unique niche and become the customer's expert on it.
Write your unique brand stories, create content, PR, write songs...
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19. Live for the Boom!

20. 600% increase in
sales in first 2 months!
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21. Educate me on
products/services
Teach me your
culture/values
Entertain me
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22. 5 of the most common marketing errors
1.Trying to force customers to love your brand
(demonstrate lifestyle understanding)
2.Playing it safe (safe is risky)
3.Speaking generically to a faceless target market
(tribal mapping, insights)
4.Thinking marketing is not measurable (measure
what matters)
5.Focus on creativity alone (change behavior, get
customer to buy)
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23. I know the rules,
I just can’t get them to notice me!!!!
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24. Customers love: to see things done differently
take an everyday challenge: the ability
service and make it to look in order to
different see something new.
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25. Customers love: to see things done differently
Customers perceive innovation
Aida Cruises
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26. Customers love: to see things done differently
Customers perceive innovation
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27. BE REMARKABLE!

28. Innovation: in the mining sector ! ?
Case study:
Always On Campaign
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29. Always On Campaign
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30. Objectives
• Generate leads
• Create brand presence, noise and differentiate
• Trigger recall
• Become supplier of choice
• Personalize the brand and create affinity
Methodology
• Direct Marketing
• Print Media
• Digital
• Outdoor
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31. Print Media
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32. Outdoor
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33. Call centre | Direct emailer
Emails sent 749
Bounce rate 26%
Emails through 554
Open rate 13.35%
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34. Web | Digital
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35. Direct marketing
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36. Live for the Boom!

37. Web | Digital
Traffic
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38. Web | Digital
1
6
5
2 4 7
3 3
1 1 2 4 8
2 56
7 8 9 10
1 Z card Mining Weekly Friday 29 July 2 Z card Engineering News Friday 05 August
Tuesday 23 Aug - 23 Units
1 Thursday 4 Aug - 21 Units 6
2 Wednesday 10 Aug - 11 Units 7 Monday 29 Aug - 25 Units
3 Thursday 11 Aug - 6 Units 8 Monday 5 Sep - 42 Units
4 Monday 15 Aug - 23 Units 9 Monday 12 Sep - 76 Units Blimp
Monday 22 Aug - 8 Units Monday 19 Sep - 22 Units
5 10
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39. Who did we reach?
Decision maker 74%
Not decision maker 15%
Unknown 11%
Positive 57%
Neutral 26%
No need 17%
Heard of Aggreko 21%
Not heard 74%
Unknown 5%
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40. They felt the love...
“It’s one of the best marketing tools I have ever come across”. VERY impressed!”
Mr Chapman, Volkswagen SA
Was very impressed! Enjoyed the entire experience. Wants to be contacted
Mr. Malinga, Mondi Packaging
“Most fun I have had in months, I love the concept”. Interested in campaign and will research
company further.
Mr. Lilje, Silverton Engineering
“As soon as I opened the box I went to the website. Loved it and had a good laugh!” Wants a rep to
contact him.
Mr. Harris, Bosal Afrika Group
Enquiries target: 20%
57% enquiries generated
78% increase in brand recognition
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41. closing time...
You’re in a relationship, never forget that
First create the brand inside
Be remarkable and lead something
Focus everything around lifetime value
Get powerful wins by being tactical
Run creative campaigns and measure what matters most
Live for the Boom!

42. THANK YOU
neil@boomtown.co.za