Post on 06-May-2015
description
Trends & ideas for successin direct marketing Michael Leander
• michael@michaelleander.me•@michaelleander < Twitter•Facebook/Linkedin “Michael Leander”
Co-creation workshop
Inclusion – conversation
In closing
• Remember there are two kinds of people
Thin
Which problem are you solving?
@michaelleander#password
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Facebook.com/michaelleandernielsen
Best question wins this book
Get 19 direct marketing case studies.
email michael@michaelleander.me
How would you describe direct marketing?
I. A marketing activity direct to a potential buyer?
II. A marketing activity that requires a response?
Whom is it cheaper to sell to?
New customers Existing customers
Existing customers generate ”cheaper” revenue and recommend new customers
Recommendation
Reviews og endorsements
WOM & 1-on-1sharing
Which is cheaper to use for attracting a sale?
Email market
ing
Direct mail
Social media
Media channel effectiveness, simplified
DIRECT &
OUTBOUND
Cost per
contact
Cost per
thousand
Convert to
action
Actions
(sale)
Cost per
action
Canvas call by
account manager
1.400,- 1.400.000,- 20% 200 8.325,-
Telemarketing 100,- 100.000,- 5% 50 2.000,-
Direct mail 50,- 50.000,- 2% 20 2.500,-
E-mail 10,- 10.000,- 0,75% 7,5 1.333,-
SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-
• Test to find your optimal mix• Decide: sender control or recipient control• Combinations are often most effective in terms of ROMI
Integrating messages cross
channel
Combined response from e-mail and
direct mail is 125% better than no e-mail.
Pre-mail, with online response
Response increases, 100% for direct mail
piece.
Teaser e-mail.
No online response
Direct Mail
Direct Mail
17
Remember ! Your job
is about prioritizing
- What is your objective?
- How soon?
- What can be done?
- What is required to do that?
- How can this instrument
help me?
- Are there better ways to
accomplish my objective?
Email not so dead after all...(tell your friends & colleagues)
Invest 1 US$ get 52, 43, 40, 39 US$ back
Email marketing still the best performing instrument – delivering nearly twice as much as second place (SEM) in terms of ROMI
25%
Advertising in social media
Use advertising on social networks topractice your A/B split testing skills
Fact 1: Direct mail is still highly efficient and plays on senses that digital cannot
Fact 2: Email marketing is growing, but becoming increasingly difficult to handle
Fact 3: Gaining traction in social media is not what most people think it would be
… and other new opportunities to interact and get a response from your audience using QR codes (or
not)
Me too, me too, me too,me too, me too, me too !
Break down the terribly inefficient silo thinking
Direct marketing is multichannel multiply
ROMI by 5, 10, 25
Which reads the most words pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
We are in the picture economy
See pictures from event herehttp://www.facebook.com/michaelleandernielsen
WHAT DOES THE PICTURE ECONOMY MEAN FOR OUR DIRECT MARKETING ACTIVITIES?
Meet Good ‘ol AIDAA = Attention (Awareness)
I = Interest
D = Desire
A = Action
Attention
Interest
Desire
Actionwww.linktext.com > learn more about this masterclassand see how attending can help you increase your email marketing ROI www.linktext.com
Spend: € 22Revenue: € 4.950
Twitter test of wording
Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook page for learning & laughs
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214
Best Facebook post this week (most shared), go see it here
See what we are talking about over on Facebook today
A
B
C
What others saidSee the survev blog post here
Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook page for learning & laughs
Best Facebook post this week (most shared), go see it here
See what we are talking about over on Facebook today
0,45%
0,37%
2,67%
Axe girl wake me up
• Sign-up via qualification
• IVR
• Different Axe girl calls every day
Think: Solves a real problem in a fun way(service) and generates continous awarenesss
Get
Get your 19 direct mail case studies in mid January 2013
Send your request to Michael@michaelleander.me to get the 19 direct mailcase studies including a fantastic case study from Mediapost Hitmail Bulgaria
Allocation of focus in any direct marketing activity – here specific to DIRECT marketing
Message/offer Target group
Creative
100%
40%40%
20%
So how do we continuously
acquire knowledge about our prospects
and customers?
Transparency & trust
Relevancy
Significant changes in the age of discovery
Customer intimacy
Multichannel mix
Immediacy
In your market, which percentage ofprospects are buying now?
3% are buying now
6-7% are open to the idea
30% are not thinking about it
30% don’t think they are interested
30% are sure they are not interested
The average time spent on a task before being distracted or switching
to another is only
3 minutes 11 seconds.
Your target prospect is exposed to
6000 advertising messages every
single day
In Estonia too brands are competing fiercely for the attention of consumers
Consumers are becoming more and more cautious
Trust is critical
Remember your trust emblems(positive associations, testimonials etc.)
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
Unique passionateemotionalauthenticfocused
interactivemeaningful
…
How to get into the Mind Box?
Key problems for direct marketers across the board
One size fits all InconsistencyIrrelevant content
And wrong choice of channels
Key trends changing buying behavior
Your web presence will become the front and centerof your direct marketing activities
Thanks to Eesti Post for being suchgood “sports” when we did the 8 second test
Talk to Eesti Post about your
direct mail campaigns and testing
What your customers expect
What your customers experience
Direct marketing campaign from
utility company in Denmark
What makes the top 2% so much better than the rest?
First a question – and then let’s have a look...
SEXY? NON SEXY?
SEXY? NON SEXY?
Get busy checking the motor
• Focus on your target group
and its need
• Work actively with your content
• Align your sales process with
the presumed/documented
buying process
• Experiment to learn and improve
• ROMI must be central
• Use flowcharts. ALWAYS
• Online/offline in combination
• Offer/message first, then
copy, then ”creative”
• Test, test, test – if possible
• Differentiate your
messages
• Be creative to achieve results – not to win fancy awards or the
admiration of your peers and family
Do not leave anything
to chance
Significant changes in buying behavior
OTS* high to get a reaction
No sex on the first
date
*OTS = Opportunity to see
Referral & recommendation
Latency increase
incubationtime
Worth remembering
• OTS (Opportunity to See) is important
• Remember your sales funnel conversion tactics
Map the customer journey
Managing consumer buying processes
Aligning sales and marketing
Really new ways: Will this influence?http://archive.perhansson.com/nokia/greatpockets/
Landing page #1 Landing page #2
Which page generated most registrations?
275 conversions 110 conversions
The journey starts off site –make it effective
Banner
The same goes for the copy in your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
The direct marketing planning process
Get pictures & more
concrete what –to-do advise
at freewebinar
Get your invitation michael@michaelleander.me
A
CTR: 26,22%
B
CTR: 5%
C
CTR: 10,32
Which one performed best in terms of CTR?
A, B or C?
The direct marketing funnel
• Where do respondents come from?• Identify source + cost per Lead• Where is each prospect top, mid, end of
funnel?
• How are we going to educate, nurture?• What type of automation is required• How are we going to score prospects
and customers? • What is the minimum requirement for
differentiation? • Where does marketing start and stop,
sales start and stop, retention start and stop.
Better profiling gets 50-70% of your recipients into the
conversion zone
If we can’t consolidate email intelligence, how are we going to deal with ”new” channels?
Build your profiles and get datafor segmentation
94
Data input from
customer
Email tracking behavior
Transactions (on/offline)
70-90% accurate 50-90% reliable 99% trustworthy
How do you build profiles, and whydo it progressively?
My B2B profile My B2C
profile profile
(c) Michael Leander Nielsen, 2008 96
First + last Name
Mobile #
A press photo conceptualized by
a German creative who spent too much
time in Berlin….
Position?
Influence?
Size of
company
Budget for X
Annual use of Y
Soft data
Preferential
information
Basic
demographics
Bying process
When, how
CFO’s
Male
39-45 yrs. Old
Married (wife)
Kids (#, sex,
age)
Lifestyle
Preferences
Status of X
Income (no)
Assets
Property
Basic
Demographics
Affluent
neighbourhood
?
Understand thy list !
• Measure health of your list regularly
• Act on your findings – it is important
Measure Period Number of Subscribers
% of list total
Never Open All time 48,000 16.0%
Last 6 Months 168,000 56.0%
Never Click All time 96,000 32.0%
Last 6 Months 144,000 48.0%
Never Bought All time 48,000 16.0%
Last 6 Months 192,000 64.0%
Never Bought Online
All time 96,000 32.0%
Last 6 Months 216,000 72.0%
Tighetening the data integration is an ongoing process, but focus is needed
What is a lead?
What level of qualification?
Where in the funnel do new leads go?
What is the expected incubation time?
Will lead scoring add value to the dialogue?