1. Prepared by:
Dan Rose
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2. Is this good Direct Marketing?
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3. We’ll build an ecommerce site!
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4. Direct Marketing….effective?
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5. Straight to the point
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6. Prepared by:
Dan Rose
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7. Who are we?
 Precision Dialogue is a leading online direct
marketing company in the region.
 We develop and help manage our client’s
e-channels
- Build community
- Cross sell product
- Retain client base
- Attract profitable new customers or members
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8. Clients
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9. What is Direct Marketing?
 Direct Marketing Strategy
- Any marketing communication intended to drive a
response and/or behavior on the part of the
intended, and specifically targeted individual
 Database Marketing
- The organization of data that can be analyzed,
sorted and used to drive relevant messages to
specific targets
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10. Why Direct Marketing?
 Communication clutter is at an all time high
 Breaking through the clutter is job 1
 Impact and relevancy are the two proven methods
to break through and drive behavior
 Target marketing is the primary method used to
deliver impactful and relevant messages that
achieve these twin goals
 It costs less per sale than advertising and PR plus is
measurable and controllable by you
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11. General Advertising and Direct Marketing
A Simple Comparison
Advertising Direct Marketing
Mass Targeted
Competitive Attention Selective Attention
Breadth Depth
Remember Respond
Impression Decision
Pay for Everyone Pay for Targets
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12. Emarketing done right
Yesterday: Today:
Marketer Customer
Customer Marketer
Campaigns that results in dialogue between
two parties.
Both parties have granted permission to each
other and thus the content is precisely focused
and of value to both.
User behavior is tracked and future
communication is refined.
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13. Fundamental Marketing
shift
From…
“I have a mass of
customers.”
To…
“I have a personal
relationship.”
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14. Direct Marketing – What has the
biggest impact on lift?
1. Targeting, Segmentation and List – “who”
- 50-75%
2. Offer or “the deal?”
- 20-40%
3. Sequence & Frequency of Contact – “how”
- 20-40%
4. Creative – “what and how you say it”
- 10-20%
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15. List/Target Selection Factors
 Consumer Lists  Business Lists
- Age - SIC (Standard
Industrial Classification)
- Income - Employee Size
- Gender - Annual Sales/Revenue
- Marital Status - Title
- Homeowner - Any other information
captured on
- Dwelling Type (home or subscription form
apartment) (publications)
- Mail order buying (by - Corporate linkage
information
product type)
- # of years in business
- Interests - Geographical (zip, SCF,
- Presence of children county, state)
- Geographical (zip, SCF, - Credit information
county, state, carrier
route)
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16. Behind the Scenes of E-Direct Marketing
 Intelligence/
 Research
 Marketing
Response/ Database/
Campaign Analytical
Relationship
Objectives Marketing
Marketing
Strategic/
Creative
Marketing
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17. Customer Analysis - - ‘the right behavior”
Customer Analysis ‘the right behavior”
Intelligence/
True Capabilities Analysis - -‘the right context”
True Capabilities Analysis ‘the right context” Research
Marketing
Direct Marketing Process
Market Competitive Analysis - -‘the right benefits ” ”
Market Competitive Analysis ‘the right benefits
Datamining & Profiling - -‘the right information”
Datamining & Profiling ‘the right information”
Database/
Segmenting & Targeting - -‘the right market”
Segmenting & Targeting ‘the right market” Analytical
Marketing
Positioning & Differentiating - -‘the right strategy”
Positioning & Differentiating ‘the right strategy”
Unique Selling Proposition - -‘the right offer”
Unique Selling Proposition ‘the right offer”
Strategic/
Creative Marketing Communications -‘the right message”
Creative Marketing Communications -‘the right message” Creative
Marketing
Direct Marketing Channels –The Key Link
Direct Marketing Channels –The Key Link
Fulfillment & Service - -‘the right satisfaction”
Fulfillment & Service ‘the right satisfaction”
Response/
Measurement & Assessment - -‘the right performance”
Measurement & Assessment ‘the right performance” Relationship
Marketing 17
Adaptation and Innovation - -‘the right change”
Adaptation and Innovation ‘the right change”

18. Customer Analysis - “the right behavior”
Customer Analysis - “the right behavior”
 Do we know what our intended customer wants or
needs?
 What benefits do they seek? What is their pain?
 There are no average customers
 The best way to find out? ASK!
 Implicit vs. Explicit information
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19. True Capabilities Analysis - ‘the right
True Capabilities Analysis - ‘the right
context”
context”
 Internal vs. external analysis
- What is the market doing
- What are you good at doing yourself?
 Reactive vs. Proactive
- From Good to Great/Fox and Hedgehog
 Ask and audit…what do you truly do best? And,
what are you most profitable doing?
 What you think you do best vs. what your
customer/prospect thinks may be two different
things entirely.
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20. Market Competitive Analysis - ‘the right
Market Competitive Analysis - ‘the right
benefits”
benefits”
 Traditional SWOT? Yes…as a place to start
 Ask the questions:
- Who are our competitors? Beyond the obvious?
- What are they doing and can we do it better than
them? Or, less expensively than them?
 Most of us will never recognize an opportunity until
it goes to work in our competitor’s business
 Competitors are harder to recognize now…in part,
because of direct marketing.
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21. Customer Analysis - - ‘the right behavior”
Customer Analysis ‘the right behavior”
Intelligence/
True Capabilities Analysis - -‘the right context”
True Capabilities Analysis ‘the right context” Research
Marketing
Direct Marketing Process
Market Competitive Analysis - -‘the right benefits ” ”
Market Competitive Analysis ‘the right benefits
Datamining & Profiling - -‘the right information”
Datamining & Profiling ‘the right information”
Database/
Segmenting & Targeting - -‘the right market”
Segmenting & Targeting ‘the right market” Analytical
Marketing
Positioning & Differentiating - -‘the right strategy”
Positioning & Differentiating ‘the right strategy”
Unique Selling Proposition - -‘the right offer”
Unique Selling Proposition ‘the right offer”
Strategic/
Creative Marketing Communications -‘the right message”
Creative Marketing Communications -‘the right message” Creative
Marketing
Direct Marketing Channels –The Key Link
Direct Marketing Channels –The Key Link
Fulfillment & Service - -‘the right satisfaction”
Fulfillment & Service ‘the right satisfaction”
Response/
Measurement & Assessment - -‘the right performance”
Measurement & Assessment ‘the right performance” Relationship
Marketing 21
Adaptation and Innovation - -‘the right change”
Adaptation and Innovation ‘the right change”

22. Datamining & Profiling - ‘the right
Datamining & Profiling - ‘the right
information”
information”
 Know your audience takes on a new meaning
 Buying 3rd party data to overlay
 Mounds of data…are just mounds of data. Convert
it to useful information
 Analyze and interpret to make is actionable and
useful to you
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23. List development is tricky
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24. Segmenting & Targeting - ‘the right
Segmenting & Targeting - ‘the right
market”
market”
 Mom was right…not everybody will like you no
matter what you do
 Ideal of 1:1 is not fully realized just
yet....Segmentation is the place to start
 Continue sub segments until you have clear and
distinguishable differences in your audience.
 Segments allow you to make different offers,
provide different content, test, etc
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25. Segmentation > Relevant Content
Age? Household Employed? Children at Customer
breadwinner? home? segment
No
Dependant
No
No Yes
No
Independent
Yes adult
<34 Yes
No
New family
Yes
Yes
No
No Established
family
Yes
>35 No
Mature
Yes
family
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Yes

26. Positioning & Differentiating - ‘the right
Positioning & Differentiating - ‘the right
strategy”
strategy”
 Wikipedia: “A product's position is how potential
buyers see the product relative to the market“
 Niche thyself. Everyone here can narrow their
focus. Specialize and reduce your competition
 Employ the ABC’s of positioning.
- Attributes
- Benefits
- Claims
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27. Customer Analysis - - ‘the right behavior”
Customer Analysis ‘the right behavior”
Intelligence/
True Capabilities Analysis - -‘the right context”
True Capabilities Analysis ‘the right context” Research
Marketing
Direct Marketing Process
Market Competitive Analysis - -‘the right benefits ” ”
Market Competitive Analysis ‘the right benefits
Datamining & Profiling - -‘the right information”
Datamining & Profiling ‘the right information”
Database/
Segmenting & Targeting - -‘the right market”
Segmenting & Targeting ‘the right market” Analytical
Marketing
Positioning & Differentiating - -‘the right strategy”
Positioning & Differentiating ‘the right strategy”
Unique Selling Proposition - -‘the right offer”
Unique Selling Proposition ‘the right offer”
Strategic/
Creative Marketing Communications -‘the right message”
Creative Marketing Communications -‘the right message” Creative
Marketing
Direct Marketing Channels –The Key Link
Direct Marketing Channels –The Key Link
Fulfillment & Service - -‘the right satisfaction”
Fulfillment & Service ‘the right satisfaction”
Response/
Measurement & Assessment - -‘the right performance”
Measurement & Assessment ‘the right performance” Relationship
Marketing 27
Adaptation and Innovation - -‘the right change”
Adaptation and Innovation ‘the right change”

28. Unique Selling Proposition - ‘the right
Unique Selling Proposition - ‘the right
offer”
offer”
 What is your value equation?
- The unique delivery of a particular value
that the targeted audience in fact needs.
- Value is always defined by the customer or
recipient of the message.
 Take the position of your customer or
prospect and ask the question: “What’s in
it for me?” and “Why do I care?”
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29. Creative Marketing Communications -‘the
Creative Marketing Communications -‘the
right message”
right message”
 Segmentation and targeting strategies mean we have
more than “one” right message.
 Consider the single salient benefit or selling point and
lead with this concise point to each segment.
 Because you can, doesn’t mean you should. Beware of
too much “flash” in using technology or a channel.
 Specific tactical suggestions available on our website.
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30. Direct Marketing Channels –The Key Link
Direct Marketing Channels –The Key Link
 The premise: Remove all barriers between the customer
and the provider….control moving from provider to
customer.
 The Traditional:
- Direct Mail
- Telephone
- Direct Sales
 The New
- Email
- Targeted Web/blogging/podcasts/etc.
- SEM
- Mobile
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31. Customer Analysis - - ‘the right behavior”
Customer Analysis ‘the right behavior”
Intelligence/
True Capabilities Analysis - -‘the right context”
True Capabilities Analysis ‘the right context” Research
Marketing
Direct Marketing Process
Market Competitive Analysis - -‘the right benefits ” ”
Market Competitive Analysis ‘the right benefits
Datamining & Profiling - -‘the right information”
Datamining & Profiling ‘the right information”
Database/
Segmenting & Targeting - -‘the right market”
Segmenting & Targeting ‘the right market” Analytical
Marketing
Positioning & Differentiating - -‘the right strategy”
Positioning & Differentiating ‘the right strategy”
Unique Selling Proposition - -‘the right offer”
Unique Selling Proposition ‘the right offer”
Strategic/
Creative Marketing Communications -‘the right message”
Creative Marketing Communications -‘the right message” Creative
Marketing
Direct Marketing Channels –The Key Link
Direct Marketing Channels –The Key Link
Fulfillment & Service - -‘the right satisfaction”
Fulfillment & Service ‘the right satisfaction”
Response/
Measurement & Assessment - -‘the right performance”
Measurement & Assessment ‘the right performance” Relationship
Marketing 31
Adaptation and Innovation - -‘the right change”
Adaptation and Innovation ‘the right change”

32. Fulfillment & Service - ‘the right
Fulfillment & Service - ‘the right
satisfaction”
satisfaction”
 Fulfillment and service models built to follow your
segmentation and customer targeting strategies
 Converting valued customers into loyal/repeat
customers
 Building brand loyalty and reducing defection
 Cross selling and up-selling
 Referral programs and incenting both parties
 This is a relentless ongoing process
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33. “Half of my
advertising is
wasted; I just
don’t know
which half.”
-- John Wanamaker,
retail pioneer in the late
1800’s
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34. Measurement & Assessment - ‘the right
Measurement & Assessment - ‘the right
performance”
performance”
 A key value in online direct marketing…immediate and
ongoing feedback
 What are you measuring? Why?
 Timely review of data and a tracking process
 Update metrics of measurement
 A/B testing and optimize
 Periodic surveying of your customer and prospect base
is relatively easy and affordable
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35. Real-time Reporting and Adaptation
 Launch a campaign
 Monitor in
real-time
 React to results
in real-time
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36. Test and adjust….don’t give up
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37. Adaptation and Innovation - ‘the right
Adaptation and Innovation - ‘the right
change”
change”
 Emarketing allows us to see results quickly and
adjust future campaigns easily
 Act upon the ongoing results
 Change offers, content, graphics, headers,
signatures, etc to continually optimize the ongoing
campaigns
 Challenge your staff and yourself to “fix” declining
results by tweaking the efforts before overhauling
the entire campaign
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38. Bonus Slides – Tactical Suggestions
Available for download at
Precisiondialogue.com
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39. The true Oracle
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40. Interact and Customize: Walk
Sample Customer Segments Sample Content Categories
A: 1-9 employee 1-9 employee :A
B: Non Health Non Health :B
C: Renewal up Renewal up :C
Custom Communication
•Best guess reasoning
•Limited variations
•Pre-defined matching 40

41. Wrong content files
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42. Interact and Customize: Run
Single Customer Dynamic Assembly
Customer Profile
Predictive Interest
Content Categories
Mass Customization
•Fact based reasoning
•Unlimited variations
•Smart matching 42

43. Interact and Customize: Run
One-to-one
…by the thousands
Mass Personalization
•Fact based reasoning
•Unlimited variations
•Smart matching 43

44. Step 1
Link to
One Form
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45. Step 2
Manage
Campaign
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46. Step 3
Launch
Campaign
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47. Full Circle
Track
Results
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48. Dynamic Email content
•Variable Data
•More relevant
•Higher open rates
•Higher Click troughs
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49. • Web Management Tool
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50. ATOM
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51. Questions?
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52. A Fail Safe Campaign
“Take a brownie break”
 Call first to confirm the contact and title
 Send a “package” with 4 brownies
 The enclosed letter starts with
“Take a brownie break on us, and while
you’re doing so, you might like to read my
letter”
 Call within 3 days of receipt
 Cash the check
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