Upload
corporate-college
View
5.257
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Dan Rose, President of Precision Dialogue, discusses the mergence between traditional marketing and eMarketing at the eMarketing Techniques Series at Corporate College. Brought to you by the Key Entrepreneur Development Center.
Citation preview
1
Prepared by:
Dan Rose
Is this good Direct Marketing?
2
We’ll build an ecommerce site!
3
Direct Marketing….effective?
4
Straight to the point
5
6
Prepared by:
Dan Rose
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
8
Clients
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
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
11
Mass Targeted
Competitive Attention Selective Attention
Breadth Depth
Remember Respond
Impression Decision
Pay for Everyone Pay for Targets
General Advertising and Direct Marketing A Simple Comparison
Advertising Direct Marketing
12
Emarketing done right
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.
Yesterday: Today:
Marketer Customer
Customer Marketer
13
Fundamental Marketing shift
From…“I have a mass of customers.”
To…“I have a personal relationship.”
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%
15
List/Target Selection Factors
Consumer Lists- Age- Income- Gender- Marital Status- Homeowner- Dwelling Type (home or
apartment)- Mail order buying (by
product type)- Interests- Presence of children- Geographical (zip, SCF,
county, state, carrier route)
Business Lists- SIC (Standard Industrial
Classification)- Employee Size- Annual Sales/Revenue- Title- Any other information
captured on subscription form (publications)
- Corporate linkage information
- # of years in business- Geographical (zip, SCF,
county, state)- Credit information
16
Behind the Scenes of E-Direct Marketing
Intelligence/ Research Marketing
Database/AnalyticalMarketing
Strategic/Creative
Marketing
Response/Relationship
Marketing
Campaign Objectives
17
Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”
True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”
Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”
Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”
Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”
Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
Fulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”
Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”
Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”
Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”
Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”
Intelligence/ResearchMarketing
Database/AnalyticalMarketing
Strategic/Creative
Marketing
Response/Relationship
Marketing
Direct M
arketing
Pro
cess
18
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
Customer Analysis - “the right behavior”Customer Analysis - “the right behavior”
19
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.
True Capabilities Analysis - ‘the right context”
True Capabilities Analysis - ‘the right context”
20
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.
Market Competitive Analysis - ‘the right benefits”
Market Competitive Analysis - ‘the right benefits”
21
Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”
True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”
Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”
Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”
Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”
Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
Fulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”
Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”
Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”
Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”
Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”
Intelligence/ResearchMarketing
Database/AnalyticalMarketing
Strategic/Creative
Marketing
Response/Relationship
Marketing
Direct M
arketing
Pro
cess
22
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
Datamining & Profiling - ‘the right information”
Datamining & Profiling - ‘the right information”
List development is tricky
23
24
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
Segmenting & Targeting - ‘the right market”
Segmenting & Targeting - ‘the right market”
25
Segmentation > Relevant Content
Dependant
Customer segment
Age? Household breadwinner?
Employed? Children at home?
Independent adult
New family
Established family
Mature family
No
Yes
<34
>35
No
Yes
No
Yes
No
YesNo
Yes
No
Yes
No
YesNo
Yes
26
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
Positioning & Differentiating - ‘the right strategy”
Positioning & Differentiating - ‘the right strategy”
27
Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”
True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”
Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”
Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”
Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”
Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
Fulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”
Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”
Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”
Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”
Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”
Intelligence/ResearchMarketing
Database/AnalyticalMarketing
Strategic/Creative
Marketing
Response/Relationship
Marketing
Direct M
arketing
Pro
cess
28
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?”
Unique Selling Proposition - ‘the right offer”
Unique Selling Proposition - ‘the right offer”
29
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.
Creative Marketing Communications -‘the right message”
Creative Marketing Communications -‘the right message”
30
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
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
31
Market Competitive Analysis - ‘the right benefits”Market Competitive Analysis - ‘the right benefits”
True Capabilities Analysis - ‘the right context”True Capabilities Analysis - ‘the right context”
Customer Analysis - ‘the right behavior”Customer Analysis - ‘the right behavior”
Positioning & Differentiating - ‘the right strategy”Positioning & Differentiating - ‘the right strategy”
Unique Selling Proposition - ‘the right offer”Unique Selling Proposition - ‘the right offer”
Creative Marketing Communications -‘the right message”Creative Marketing Communications -‘the right message”
Direct Marketing Channels –The Key LinkDirect Marketing Channels –The Key Link
Fulfillment & Service - ‘the right satisfaction”Fulfillment & Service - ‘the right satisfaction”
Measurement & Assessment - ‘the right performance”Measurement & Assessment - ‘the right performance”
Adaptation and Innovation - ‘the right change”Adaptation and Innovation - ‘the right change”
Segmenting & Targeting - ‘the right market”Segmenting & Targeting - ‘the right market”
Datamining & Profiling - ‘the right information”Datamining & Profiling - ‘the right information”
Intelligence/ResearchMarketing
Database/AnalyticalMarketing
Strategic/Creative
Marketing
Response/Relationship
Marketing
Direct M
arketing
Pro
cess
32
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
Fulfillment & Service - ‘the right satisfaction”
Fulfillment & Service - ‘the right satisfaction”
33
“Half of my advertising is wasted; I just don’t know which half.”
-- John Wanamaker, retail pioneer in the late 1800’s
34
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
Measurement & Assessment - ‘the right performance”
Measurement & Assessment - ‘the right performance”
35
Launch a campaign
Monitor in real-time
React to results in real-time
Real-time Reporting and AdaptationReal-time Reporting and Adaptation
Test and adjust….don’t give up
36
37
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
Adaptation and Innovation - ‘the right change”
Adaptation and Innovation - ‘the right change”
38
Bonus Slides – Tactical Suggestions
Available for download at
Precisiondialogue.com
The true Oracle
39
40
Interact and Customize: Walk
B: Non Health
A: 1-9 employee
C: Renewal up
Sample Customer Segments Sample Content Categories
Non Health :B
1-9 employee :A
Renewal up :C
Custom Communication•Best guess reasoning
•Limited variations
•Pre-defined matching
Wrong content files
41
42
Interact and Customize: Run
Single Customer
Mass Customization•Fact based reasoning
•Unlimited variations
•Smart matching
Content Categories
Predictive Interest
Customer Profile
Dynamic Assembly
43
Interact and Customize: RunOne-to-one
Mass Personalization•Fact based reasoning
•Unlimited variations
•Smart matching
…by the thousands
44
Step 1Link to
One Form
Step 1Link to
One Form
45
Step 2Manage
Campaign
Step 2Manage
Campaign
46
Step 3Launch
Campaign
Step 3Launch
Campaign
47
Full CircleTrack Results
Full CircleTrack Results
48
Dynamic Email content
•Variable Data•More relevant•Higher open rates•Higher Click troughs
49
• Web Management Tool
50
ATOM
51
Questions?
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