Advertisement Slides


Published on

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • In today’s volatile markets, business owners are seeking any legitimate means of remaining competitive or gain an edge.
  • Time consuming and mistakes are expensive
  • Earlier I alluded to the PSDA Direct mail survey performed in September 2009.
  • The result is an increased return on marketing investment, lower costs and reduced waste. The goals of cross media marketing is to drive explosive and profitable growth, reduce costs and simply marketing tasks. Costs are being reduced by targeting the right prospect with the right message at the right time. Responses are improved by contacting only likely prospects and providing them with personalized content. The major challenge for distributors is coordinating the myriad of required tasks among various departments and outside partners.
  • Advertisement Slides

    1. 1. Cross Media Marketing Discovering the Opportunities
    2. 2. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. ~ Wayne Gretzky
    3. 3. Direct Marketing at a Crossroads Spray & pray mailing is increasingly ineffective Social media (Facebook, Twitter, blogs) increasingly command dollars and attention Increased targeting and personalized mail has decreased order sizes Have you got a plan for the new terrain?
    4. 4. Marketing is the Octane that Drives Business
    5. 5. Marketing is the Octane that Drives Business <ul><li>Lot of noise about tactics </li></ul><ul><li>Confusion abounds; who and what is believable? </li></ul><ul><li>Your prospects know they need to market </li></ul>
    6. 6. Marketing is the Octane that Drives Business <ul><li>Your prospects need to measure return on investment </li></ul><ul><li>Your prospects need a trusted navigator to avoid marketing landmines </li></ul><ul><li>Your prospects need proven, tested solutions </li></ul>
    7. 7. Your Customers are Looking <ul><ul><ul><li>Relationship building/trust </li></ul></ul></ul><ul><ul><ul><li>Increased profitability </li></ul></ul></ul><ul><ul><ul><li>Annuitized revenue stream </li></ul></ul></ul>
    8. 8. Colortree/CMR <ul><ul><ul><li>22 years experience as a trade only envelope and inserts manufacturer. </li></ul></ul></ul><ul><ul><ul><li>Introduction of HD Envelopes in the distributor market led to extensive industry research and direct response surveys. </li></ul></ul></ul><ul><ul><ul><li>Colortree Marketing Resources developed as your trade-only cross media marketing result of PSDA member feedback and direction. </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Strategy, creative & production management </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>TRANSFORMAILER Letter Package </li></ul></ul></ul></ul></ul>
    9. 9. Traditional Direct Mail Production <ul><li>Direct Mail packages have multiple points of management and possible failure, requiring additional oversight and time to complete profitably. </li></ul><ul><ul><ul><li>Data/List Management </li></ul></ul></ul><ul><ul><ul><li>Creative </li></ul></ul></ul><ul><ul><ul><li>Copy </li></ul></ul></ul><ul><ul><ul><li>Printer </li></ul></ul></ul><ul><ul><ul><li>Mailing House </li></ul></ul></ul><ul><ul><ul><li>Postal Regulations </li></ul></ul></ul><ul><ul><ul><li>After-Campaign Analysis </li></ul></ul></ul>
    10. 10. Data/List Management <ul><ul><ul><li>Creative </li></ul></ul></ul><ul><ul><ul><li>Copy </li></ul></ul></ul><ul><ul><ul><li>Printer </li></ul></ul></ul><ul><ul><ul><li>Mailing House </li></ul></ul></ul>Postal Regulations <ul><ul><ul><li>After-Campaign Analysis </li></ul></ul></ul>Traditional Direct Mail Production
    11. 11. PSDA Direct Mail Survey Results <ul><ul><ul><li>Majority of distributors (86%) are selling direct mail </li></ul></ul></ul><ul><ul><ul><li>Most distributors are selling postcard projects </li></ul></ul></ul><ul><ul><ul><li>Those who don’t say it is due to lack of knowledge </li></ul></ul></ul>
    12. 12. The Dirty Little Secret… <ul><ul><li>How well did your last marketing piece work? </li></ul></ul><ul><ul><ul><li>Most customers don't test </li></ul></ul></ul><ul><ul><ul><li>Most customers don't measure response rates </li></ul></ul></ul><ul><ul><ul><li>Most customers don't know how their marketing performs </li></ul></ul></ul>
    13. 13. What does the Future of Marketing Look Like? <ul><ul><li>Cross Media Marketing combines personalized online and offline marketing to drive a higher response rate from a smaller, more qualified list than traditional marketing methods. </li></ul></ul><ul><ul><ul><li>Increased ROI/Response </li></ul></ul></ul><ul><ul><ul><li>Reduced Waste </li></ul></ul></ul><ul><ul><ul><li>Lower Costs </li></ul></ul></ul><ul><ul><ul><li>Respects Recipient </li></ul></ul></ul>
    14. 14. Why Cross Media Marketing? <ul><ul><ul><li>Proven strategy and tactics, not speculation </li></ul></ul></ul><ul><ul><ul><li>Already in use in Fortune 500 organizations </li></ul></ul></ul><ul><ul><ul><li>Small businesses have a critical need for cost effective marketing </li></ul></ul></ul><ul><ul><ul><li>Easy to test and track </li></ul></ul></ul><ul><ul><ul><li>Permission driven </li></ul></ul></ul>
    15. 15. Where are the Market Opportunities? <ul><li>Existing client base – gain more wallet share by offering additional services that outperform existing marketing methods </li></ul><ul><li>Industry verticals – open doors by understanding industries, identifying pain points and offering solutions </li></ul><ul><li>Deliver increased mail performance through use of additional online/offline response mechanisms </li></ul>
    16. 16. Cross Media Examples <ul><ul><li>Traditional Campaign Cross Media Campaign </li></ul></ul><ul><ul><li>.05% response rate 9.4% response rate </li></ul></ul><ul><ul><li>1% click through rate 56% click through rate </li></ul></ul><ul><ul><li>2% order conversion 31% order conversion </li></ul></ul>
    17. 17. Cross Media Response Examples Traditional Campaign CMM Campaign Production Costs: 25,000 @ .40 each = $10,000 Production Costs: 12,500 @ $1 each = $12,500 .05 Response Rate = 125 10% Response Rate = 1,250 Revenue Model: 125 @ $100 average sale = $12,500 Revenue Model: 1,250 @ $100 average sale = $125,000 Production Cost as a % of revenue = 1.25% Production Cost as a % of revenue = 10% R.O.I. = R.O.I. = Cost per Response = $80.00 Cost per Response = $10.00 Profit = $2,500 Profit = $112,500
    18. 18. Vertical Markets <ul><ul><ul><li>Automotive </li></ul></ul></ul><ul><ul><ul><li>Building Trades </li></ul></ul></ul><ul><ul><ul><li>Business to Business </li></ul></ul></ul><ul><ul><ul><li>Financial Services: Banking & Credit Cards </li></ul></ul></ul><ul><ul><ul><li>Financial Services: Insurance </li></ul></ul></ul><ul><ul><ul><li>Healthcare </li></ul></ul></ul><ul><ul><ul><li>Home Services </li></ul></ul></ul><ul><ul><ul><li>Hospitality </li></ul></ul></ul><ul><ul><ul><li>Not for Profit </li></ul></ul></ul><ul><ul><ul><li>Real Estate </li></ul></ul></ul><ul><ul><ul><li>Retail </li></ul></ul></ul><ul><ul><ul><li>Technology </li></ul></ul></ul>
    19. 19. Popular Campaigns <ul><ul><ul><li>New Mover/New Homeowner </li></ul></ul></ul><ul><ul><ul><li>Lead Generation/Sales </li></ul></ul></ul><ul><ul><ul><li>Retention/Nurturing </li></ul></ul></ul><ul><ul><ul><li>Cross-sell/Upsell </li></ul></ul></ul><ul><ul><ul><li>Membership/Loyalty </li></ul></ul></ul>