Integrated Marketing campaigns are imperative to getting results. Learn how with best practices and two case studies.

1. Integrating
Direct Mail and Digital
For Results
Presented to:
The Fairfield County CT and
Greater New Haven Postal Customer Councils
March 6, 2013

2. Agenda
State of Integrated Marketing Campaigns
Direct Mail – IMC Power Tool
Case Studies
• Event Marketing
• Custom Publication Marketing
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3. Integrated Marketing – Are We There Yet?
Integrated Marketing – Why bother?
Technology leaves Marketers no other strategic response
1930 1975 2012
1950s 1981
1st TV Ad Atari Video Everything
1 TV /HH 1st IBM PC
Games Replicates
2012 – over 119.3 million people in the US own smartphones
- 51% U.S. Penetration of smart phones
- 77% U.S. adults own a desktop/laptop
- 18% own a tablet
- 23% get news on at least two digital devices
Source: Per Pew Research Centers Jan. 2012 survey of 3,000 U.S. adults
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4. Integrated Marketing – Are We There Yet?
Channel and Media Proliferation
Today the Channels, Media and Platforms Are Inter-Dependent
As channels proliferate, strategic marketing communications can disintegrate
• A deluge of noise– whether exposure is 247 or 3,000+ images a day
• A focus on tools, a staccato of disjointed tactics
• Traditional control of the Brand evaporates
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5. Integrated Marketing – Are We There Yet?
Channel Proliferation = Customer Touchpoint Multiplication
More opportunities to move targets from awareness to consideration and conversion
• Multiple Impressions Boost Impact
• Multiple Channels Add Credibility
• And Consideration
• Integrated Marketing Communications: strategic progression from exposure to
engagement
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6. Integrated Marketing – Are We There Yet?
BTW: It’s What Customers Want
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Source: 4th Annual MyBuys/e-tailing group Consumer Insights Survey
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7. Integrated Marketing – Are We There Yet?
Strategic resource allocation looks like:
Sales Cycle Stage Customer Involvement Integrated Solution
Communication
Brand
Continuum
Spend
Mass/Direct
Awareness Low/none Mass and Social Channels,
Internet Affiliations, Limited
Targeting
Consideration/Preference Limited/not in sales Shift toward filtering, away
process, build preference from Mass to Direct
Connection Active info search/Purchase Message deployment
decision process begins targeted outreach
Direct
Conversion Evaluation, need motivation Direct channel dominates to
Spend
to purchase drive response, interaction
Loyalty Maintain Connection, Direct channel 90%,
Loyalty Untargeted 10%
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8. Integrated Marketing – Are We There Yet?
Integrated Marketing Solutions
Conclusions
• Strengthen brand
• Impact the Value Proposition
• Exert planned control over identity
• Provide the power to test
• Provide a rationale framework for budget
allocation and metrics comparisons
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9. Direct Mail – a Power Tool
Recent Research
Response Rate Blaster
Direct mail delivers a 4.4% response rate, compared to email's average response rate of
0.12%
Source: DMA: Response Rate 2012 Report
April 2012 email survey and an analysis of transactional data provided by Bizo and Epsilon
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10. Direct Mail – a Power Tool
Direct Mail is uniquely suited for:
• Privacy – Particularly for Financial, Health Information
• Relationship retention
• Four in 10 consumers say they prefer to receive
sensitive health information in their mail
• 62% of all consumers say they enjoy checking their
mailboxes for mail
• 80% of consumers said they did not wish to be
engaged via smartphone offers flagged in-store by NFC
ˉ according to Epsilon's 2012 Channel Preference Study
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11. Direct Mail – a Power Tool
Print Catalogs still deliver audience
• In- store, and Online
Recent Research found
• Print catalogs influenced twice as many consumers as both
Pinterest and Twitter for both in-store and online purchases
• Print catalogs influenced 81.9% more in-store purchases and
42.9% more online purchases than Facebook
Baynote’s 3rd Annual Holiday Online Shopping Survey, conducted in partnership with the e-
tailing group
According to a 2012 study by FGI Research
• 58% of the 817 consumer respondents said they look at catalogs
as soon as they are received
• 92% indicate they have made a purchase
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12. Direct Mail – a Power Tool
Direct Mail is uniquely suited for:
• Targeting – direct mail lists
• Controlled testing of offers, and creative
• Lead Generation
• Recognition
• Long- copy
• Premium Priced Products and Services
• Privacy – Financial, Health
Testing Essentials
• Lists and data
• Offers/messaging
• Creative and copy
• Timing
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13. Case Studies
Objective – Event Marketing
Increase paid conference attendance to Chief Executive magazine’s
signature, annual CEO2CEO Leadership Summit Dec. 6, at the NYSE,
• with vastly reduced budget,
• major time constraints, resource contention, and competition
• Tri-State area reeling from Hurricane Sandy, Oct. 28 -29, 2012
Strategy
Develop integrated copy, cross-channel creative solution leveraging:
• Direct Mail
• Email Campaign
• Online display
• Content marketing
• Print
• PR & Social Media
• Telemarketing
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14. Case Studies
Solutions & Result
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15. Case Studies
Solutions & Result
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16. Case Studies
Solutions & Result
• Record paid attendance – 109 paid attendees
• 10% increase in revenues vs. 2011, on less investment
• Page ranking elevated from 100th to 13th within
40days
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17. Case Studies
Objective – Custom Publishing
Introduce and generate immediate sales for Chief Executive’s Guide to Legal
Risk despite
• Extremely delayed manuscript completion and production
• Severe contention for the company’s mailstream
• Limited budget – one direct mail drop
Strategy – integrated cross channel promotion
• Direct Mail
• Email
• Online Display Ads
• Content Marketing
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18. Case Studies
Solutions & Results
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19. Case Studies
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20. Case Studies
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21. Case Studies
Solutions & Results
Despite schedule conflicts, list contention and
interruptions:
• August mail drop yields two purchase orders
• First Email yields 8 purchases within 5hrs.
• Second wave of direct mail and 2 emails turns
Chief Executive Legal Guide profitable in Oct.
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22. Thank You
Valerie Oben, voben@foxboro.net, www.foxboro.net
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