ILOILOMarketing WorkshopMarketing Workshop“How to create more money “How to create more money

for your association”for your association”

Erik Van Vooren& Georges Van Nevel

The ProgrammeThe Programme

Part 1: Why do associations need marketing?

Part 2: Implementing a direct marketing programme

Part 3: Additional tips for powerful direct mailings

Part 1Part 1Why do associations Why do associations

need marketing?need marketing?

“If you don’t know where to go, any road can lead you there”

What challenges are you facing?What challenges are you facing?

Awareness/positioningPreferenceRecruitmentLoyalty… Cost effectiveCost effective

What is marketing?What is marketing?

NOT just• selling• advertising

BUT• understanding the needs/behaviour

of your market• adapting the marketing mix to the market

The marketing toolsThe marketing tools

Market survey/market researchProduct & service = portfolio managementPrice = price differentiationPromotion

• sales• advertising• sales promotion

Place = channel management

The marketing The marketing communication toolscommunication tools

Personal contactP.R. & free publicity & eventsExhibitions/seminarsMass media advertisingDirect MailTelemarketingWebmarketing….

The benefits of direct marketingThe benefits of direct marketing

Direct measurable resultsHigh impactFlexibilityBudget control

Direct Marketing Tools Direct Marketing Tools

InternetDirect Mail Telemarketing

Database

Monitoring the whole processMonitoring the whole process

SUSPECTSUSPECT

PROSPECTPROSPECT

QUALIFIEDQUALIFIEDPROSPECTPROSPECT

CUSTOMER

LOYALCUSTOMER

-Part 2--Part 2-

Implementing a direct Implementing a direct marketing programmemarketing programme

“You can’t get a baby in one monthby making nine girls pregnant”

1. Selective targeting1. Selective targeting

1. Target group definition1. Target group definition

2. Target group selection2. Target group selection

AddressableAddressablemediamedia

Non-addressableNon-addressablemediamedia

Tips for building your databaseTips for building your database

The best database is the one you create yourself

What kind of data do you put in the database?• Identification data (name, address, sector,

people, functions, DMU...)• Relationship data (prospect, member, in

which activities participated…)

Where do you find the ‘basic’ data?

Monitor the data qualityMonitor the data quality

Garbage in, garbage outKeep different kinds of information

in different fields• surname, name, title, company, street,

number, postal code, …

Standardise the data whenever possibleData = perishable information

• keep it frequently updated

Different ways to segment Different ways to segment your marketyour market

Sector segmentation

Benefit segmentation

Behavioural segmentation

Differential Marketing StrategiesDifferential Marketing Strategies

Source: Ogilvy OneSource: Ogilvy One

LTVLTV

LowLow

HighHigh

LowLow

HighHigh

LoyaltyLoyalty

Maintain TLC

Observe Develop

2. Make them an offer 2. Make them an offer they can’t resistthey can’t resist

ProductProductBenefitsBenefits

ProductProductFeaturesFeatures

DiscountsDiscountsPromotionsPromotionsIncentivesIncentives

......

Extra’sExtra’s

3. The campaign strategy3. The campaign strategy

MediamixMediamix

MassMass AddressableAddressable PersonalPersonal

PrintPrintBroadcastBroadcast

WebmarketingWebmarketing

MailMailTelemarketingTelemarketing

VisitsVisitsSeminarsSeminars

ExhibitionsExhibitions

4. Develop a powerful dialogue4. Develop a powerful dialogue

Scanning DialogueScanning Dialogue

Reading DialogueReading Dialogue

Call for ActionCall for Action

Direct Direct ResponseResponse

1st Dialogue Principle1st Dialogue Principle

““At the first At the first contact, your contact, your

mailing is being mailing is being scanned, scanned, NOT read”NOT read”

The prospect is not waiting for your mailing

He has little timeHe is scanning the

contentThe first seconds are

crucial

2nd Dialogue Principle2nd Dialogue Principle

““In those first In those first seconds, the seconds, the

prospect looks prospect looks for an answer for an answer

to the question: to the question:

WII-FM ?”WII-FM ?”

Do the key benefits stand out ?

Are they easy to understand ?

Are they motivating ?

3rd Dialogue Principle3rd Dialogue Principle

““The scanning The scanning of your mailing of your mailing follows a fixed follows a fixed

pattern. ”pattern. ”

In the first seconds, your prospect looks at:• images• headlines• words

• bold• underlined• colour• capitals• ...

4rd Dialogue Principle4rd Dialogue Principle

““Your can Your can influence the influence the

way your mailing way your mailing will be scanned will be scanned

& read ”& read ”

Follow the eye-movement pattern

Put your key message along this path

5th Dialogue Principle5th Dialogue Principle

““Each element in Each element in your mailing has your mailing has

a specific a specific dialogue- dialogue- function.”function.”

The envelope• creates the expectation

The letters• the personal talk

The folder• the product or service

The reply card (form)• the call to action

Applying the Dialogue Principles:Applying the Dialogue Principles:print advertisingprint advertising

SizePositionLay-outResponse mechanism

• coupon• insert/outsert• pop-up• ...

Applying the principles:Applying the principles:direct maildirect mail

The envelopeThe letterThe brochure/catalogueThe reply documentThe reply envelopeAdditional documents

Applying the principles:Applying the principles:telemarketingtelemarketing

IdentificationValidationExplorationArgumentationClosing

5. Organise a swift follow up 5. Organise a swift follow up

Keep the cool down curve in mind !

6. Evaluate the results 6. Evaluate the results

Not just response percentage,but cost per response…

Or even better: cost per order

Tips for a telemarketing scriptTips for a telemarketing script

Step 1: Mutual identification• Who are you?• Who do you want to talk to?• Now or later?

Step 2: Validation• Why is this call of interest for the prospect?

Step 3: Exploration• Open-ended & closed questions

Tips for a telemarketing scriptTips for a telemarketing script

Step 4: Argumentation• Gradual argumentation• Raise the objective• Tentative closing

Step 5: Closing• Summary of what is agreed

Step 6: Goodbyes

Part -3-Part -3-Direct Mail Packages:Direct Mail Packages:some additional hintssome additional hints

Success is a ladder you can’t climb…with your hands in your pockets !

What mistakes do beginners What mistakes do beginners often make ?often make ?

Not including a letter, or underestimating its importance

Not repeating the offer on the reply cardNot respecting the first scanning dialogueNot testingThinking that a short mailing is by definition

a better mailingNot explicitly asking for the order/response

How many documents How many documents can I put in my mailing ?can I put in my mailing ?

The standard package• envelope + letter + folder + reply card

The self-mailer• all-in-one document• low cost

Special extra’s• lift letter• hot sheet• premium flyer

What size of envelope What size of envelope do I use best ?do I use best ?

Smaller• = more personal, private

Bigger• = more promotional

Should I put my name/logo Should I put my name/logo on the envelope ?on the envelope ?

When you are an unknown company mailing to prospects• your name/logo is not important• tease the prospect with WII-FM

When you are a well know company mailing often to prospects• maybe you better leave your name/logo out

When you mail to your customers• your logo is a sign of confidence

What is better: a label on the What is better: a label on the envelope or a window envelope ?envelope or a window envelope ?

Label on the envelope• less personal• more promotional

Window envelope• allows to personalise• either the letter• or the reply card• or both

Will I get more response Will I get more response when I use a real stamp ?when I use a real stamp ?

Your mailing will certainly get more attention

Probably you get more response

How can I best open my letter ?How can I best open my letter ?

Start with a questionStart with a quoteStart with a “slice of life” storyStart with your strongest promise

How can you give your letter a How can you give your letter a more personal touch ?more personal touch ?

Print a date at the topPrint “From the desk of…” with our nameUse a specific openerIndent the first line of your paragraphsUse short paragraphs (average: 4/5 lines;

maximum 7 lines)Use a short, strong closing paragraphUse a readable signature

Is the P.S. still important ?Is the P.S. still important ?

It is still an important fixation pointRepeat the main message of your letterAdd something to the main messageAnnounce a deadlineUse an extra P.S.

• E.P.S• P.S.2• VIP.PS (Very Important PS)• Personalised P.S.

How can I get more return from How can I get more return from my catalogue ?my catalogue ?

Send a reminder mailing 4/6 weeks after your catalogue

Print a smaller “best of” cataloguePut coupons in your main catalogue with

different offers which are valid in different months

Organise a telemarketing follow-up

How long should my letter be ?How long should my letter be ?

There is no limit to the lengthas long as what you say is relevant and

stimulatingHowever

• business people tend to have less time• if you want to sell: the more you tell, the

more you sell• if you want an appointment: don’t say too

much

What do I put on the cover of my What do I put on the cover of my brochure or catalogue ?brochure or catalogue ?

Your best selling productYour latest (special) productA grid of best-sellers or “impulse” productsUse people in your picturesShow your product in actionGive it a powerful titleUse a tag line to make the positioning specificUse extra busters

What are the most important What are the most important pages in my catalogue ?pages in my catalogue ?

CoverBack-coverInside front coverInside back coverPages 3 - 5Central pages (if stapled)Pages around order form

What more can I do with my reply What more can I do with my reply card to increase response ?card to increase response ?

Make it biggerUse more coloursMake it easier to fill outUse extra visualsReduce the number of optionsAdd extra reply cards

• yes - no - maybe

Don’t ask for a signature

Do I really need a reply envelope ?Do I really need a reply envelope ?

Depends on • the information you request on your reply

card• when “confidential” use envelop

• the target group• business-to-business

– reply fax ?

• private households

Will I get more response with a Will I get more response with a “postage paid” envelope ?“postage paid” envelope ?

Yes…• certainly with private households• less strong with business people

But…• maybe you want less response• with a better quality ?

How much response may I How much response may I expect ?expect ?

Between 0 and 100%Depends on…

• your product• your offer• your target group• your package• your timing

CPR or CPO are the only valid measures

Can I mail the same package a Can I mail the same package a second time to the same people ?second time to the same people ?

Yes• probably they won’t remember

Response will most probably be (somewhat) lower• but in some cases it can be higher

Leave some time between the second drop (minimum 6 to 8 weeks)

Print “reminder” on the same packageMaybe change the “key” fixation points

How often can I mail my How often can I mail my customers and prospects ?customers and prospects ?

More than you thinkTest the optimal frequency by measuring

responseFor relationship purposes you need a

minimum frequency of 4 to 6 times/yearSome companies send their top-customers

a message nearly every fortnight

How do I increase the changes How do I increase the changes that my mailing will be read ?that my mailing will be read ?

Select the right target groupUse a strong teaser on the envelopePut an extra gimmick in your mailingUse a postcardUse extra windows on the envelope (front

and back)Send a pre-mailingPersonalise your message

Can I use the fax Can I use the fax to send my mailing ?to send my mailing ?

No…Unless

• to customers• urgent, interesting• to announce a mailing• to request a mailing